By Lou Mastria
The Digital Advertising Alliance gives precise location data heightened attention in its Application of Self-Regulatory Principles to the Mobile Environment (download third document), which we released last summer.
This past week I had the chance to participate in a Webinar offered by DAA Founding Association Interactive Advertising Bureau titled “Mobile Location Data and Privacy: What You Should Know.”
While I testified at a Congressional hearing in June on this matter, the upshot is that our industry’s prompt, forward call for transparency, and for consumer control, for the collection and use of location data to serve interest-based ads serves to keep marketing largely free from burdensome regulation.
Yes, our self-regulation calls on advertisers to take on various responsibilities in conjunction with location data collection and use – and these responsibilities will be enforced by our enforcement partners Council of Better Business Bureaus and Direct Marketing Association – but these responsibilities are ours to shape and implement.
I want to thank the IAB Mobile Marketing Center, IAB’s Executive Vice President & General Counsel Mike Zaneis (@mikezaneis) and DAA’s Counsel Michael Signorelli of Venable for hosting and co-presenting in this important industry education event. An enforcement and effectiveness date for our Mobile Guidance will be coming relatively soon.