If you regularly use your mobile phone to browse the Internet, you may have already seen the Advertising Option icon hanging out in the corner of mobile banner advertisements. After last week, you may be more likely to see that little icon more often, as the Digital Advertising Alliance just recently released new guidance regarding the ad marker implementation for mobile.

The new guidance, which can be read here, addresses more specific creative specifications regarding transparency and choice in interest-based advertising for mobile consumers, identifying pre-approved phrases for consumers to respond to if they need further clarification. The guidance also addresses proper use of the Advertising Option icon, laying out proper placement of the icon within an ad, proper touch screen fields, size/pixel count, and links to resources such a privacy policies and preference selections, among other things.

This new guidance comes after last summer’s release of guidance for mobile; the newest release updates and expands upon the specifics of consumer transparency and opt-in/out mechanisms. As time goes on, the guidance is expected and designed to continue to evolve with the mobile marketplace, and with consumers’ needs.

“Relevance is the essence of data-driven marketing because relevance means giving consumers what they want, when they want it,” said Linda Woolley, DMA’s president and CEO. “The mobile marketing environment must be relevant. Expanding the DAA principles to mobile will ensure that consumers have transparency and choice, which are cornerstone values for DMA.”

As the industry right now is still in a phase of learning and exploration with mobile, the current “educational” phase is expected to continue through 2014, until the self-regulation and compliance phase begins later in the year. As a member of the DAA, DMA will be involved with the accountability and enforcement process. We are proud to help responsible, data-driven marketers make the most of mobile with these best practices!

For more information on the guidelines and changes, as well as to see what other industry leaders are saying, check out this article at the DAA’s website.

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