Digital Advertising Accountability Program
They may be small, but mobile devices are powerful computers. And even though our smartphones may fit in the palm of our hands, we still expect them to act like regular computers, with icons for launching programs and menus full of easy-to-understand options and commands. So why shouldn’t consumer privacy controls look similar, too? The Digital Advertising Alliance followed this logic when it adapted its privacy Principles to the mobile environment in 2013, translating web-based privacy standards for interest-based ads (IBA) to the mobile environment.
Takeaways from a recent mobile video ads case
Our recent Chocolate decision may seem complicated; it actually serves as an illustration of some very basic responsibilities from the DAA Principles.
Collectively, companies’ responsibilities under the Principles all flow from two simple ideas. First, consumers need to know when interest-based advertising (IBA) happens on websites and mobile apps. Second, they should be able to opt out of it if they want to.