With mobile advertising expanding across the various devices that we use to access the internet, the Digital Advertising Alliance has announced their set of mobile principles for behaviorally targeting advertising. This is the DAA’s first step in bringing their AdChoice program from desktop to mobile. AdChoice, represented by a small blue icon seen on many ads across the web, allows users to learn about targeted advertising through data collection and to enable the Do Not Track option if they so desire. While this will be even more difficult to enforce on mobile devices, many organizations have been pushing for its development.
DAA & NAI Guidelines
The DAA is comprised of many different associations, including the American Advertising Federation, American Association of Advertising, Association of National Advertisers, and Direct Marketing Association. The principles that they have set require advertisers as well as publishers, ad networks, and agencies to provide information about mobile data collection. In addition, these guidelines cover geolocation and personal directory data and prohibit the collection of sensitive material, including financial and medical records.
The Network Advertising Initiative, which is a member of DAA, has also set complementary guidelines for the 100 top advertising networks that they enforce nationally. The NAI has pointed out that these guidelines will be very difficult to enforce due to the vast network of mobile data collection and advertising. However, they are developing new technologies that will provide more advanced monitoring.
Pressure from Congress
These principles and guidelines from the DAA and NAI emerge amongst pressure from Congress to provide better monitoring for mobile advertising. Senators in Congress have proposed legislation to monitor mobile data privacy, arguing that self-regulation of advertisers will not be effective. Advertisers hope that the expansion of AdChoice, which has proven effective for desktop, to mobile devices will cause policymakers to feel less strongly about the need to institute strict laws for mobile ad regulation.
What This Means for You
While the regulation of mobile advertising may seem like a disadvantage, the expansion of AdChoice seems to be beneficial for advertisers. First of all, this system will likely dissuade the government from proposing their own regulations, which could potentially be much stricter. AdChoice is already a proven system that was created with the needs of advertisers in mind. Furthermore, using AdChoice will make consumers feel more secure about their information, providing a better mindset when it comes to mobile advertising.
What is your opinion on the DAA’s principles for targeted mobile advertising? Has your business been using mobile advertising to boost traffic and sales?
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