By Lou Mastria
With 104,000 marketers gathering at Mobile World Congress 2016 in late February, one dominant conversation was operability connected to responsible data collection and use for interest-based advertising.
While many changes may be in the offing, reliable, meaningful and industry-wide guidance for responsible data collection for interest-based advertising in apps and on the mobile Web are well established. In the United States, mobile remains a Digital Advertising Alliance priority.
DAA teamed up with our sister organization the European Interactive Digital Advertising Alliance (EDAA) and one of our two Approved Providers TrustArc (the other being Evidon), to take the message of self-regulation, Mobile Guidance, and mobile user transparency and choice to this confluence of global players.
During the event, privacy was a significant part of the conversation – and programming. Stephen Deadman, global deputy chief privacy officer for Facebook, participated in a panel “Putting Privacy at the Core of Digital” and spoke to the need to balance digital marketplace innovation with transparency and control for mobile users -- themes important to DAA.
Where we stand now in the mobile marketplace:
- DAA provides Mobile Guidance – interpreting our Principles for interest-based advertising and multi-site (and app) data collection for IBA and permitted purposes.
- DAA offers two consumer choice tools for mobile users in the United States:the Consumer Choice Page for Mobile (which loads automatically when a smartphone or tablet is detected), and AppChoices, a tool that enables the consumer to “one-stop” see and choose participating companies which may collect data to serve ads across apps.AppChoices is available for download on Apple AppStore, Google Play and Amazon stores.
- DAA also offers AppChoices en Español for native Spanish speakers in the United States. This first-of-its-kind industry-level tool auto detects consumers’ device-level language preference and provides a Spanish language experience.
- DAA Mobile Guidance is now being enforced independently by our two Accountability partners:the Council of Better Business Bureaus and the Direct Marketing Association.
- Our partners in Europe have announced its own version of Mobile Guidance for IBA in mobile environments.The announcement took place during the EDAA Summit (March 1 in Brussels), in which DAA participated on a global panel.We expect Digital Advertising Alliance of Canada will announce its own complementary mobile direction in the near future.
If we are to deliver fully on the promise of relevance and convenience, especially in the ‘I need it now’ world of mobile, it all starts with responsible data collection and use. And, DAA provides parameters for how the mobile advertising marketplace can get the job done while providing transparency, control and respect for the user.
