Mobile Ads Opt Out by Digital Advertising Alliance

Mobile Ads Opt Out by Digital Advertising Alliance

US consumers now have the option to opt out of tracking by advertisers or to restrict which ones can contact them on apps and the mobile web with the Digital Advertising Alliance’s (DAA) introduction of two new tools. The DDA, which behind the AdChoices button, the little triangle on digital ads which lets you opt out of  app tracking, is expanding its capabilities to mobile apps and recently released two new mobile tools for consumers: “AppChoices” and the “DAA Consumer Choice Page for Mobile Web.” This evolution in the DAA’s choice platforms adapts consumer-friendly privacy controls to the fast-growing mobile medium.

According to DDA, the two new mobile enhancements will help ensure that users have access to simple control mechanisms for mobile browsers and in-mobile apps. Based on the same self-regulatory principles underlying the DAA’s existing Consumer Choice Page for desktop Web browsers, AppChoices provides an easy-to-use interface that allow users to set their preferences for data collection and use across apps for interest-based advertising and other applicable uses. The DAA Consumer Choice Page for Mobile Web is an updated, mobile-optimized version of the desktop Consumer Choice Page already used by millions of consumers which will allow consumers to set their own preferences for data collection and use across the mobile sites they visit.

“We believe these new tools for transparency and choice will lead to greater trust and engagement between brands and consumers no matter which screen is being used to interact,” DAA General Counsel Stu Ingis said. Last year, DAA conducted a survey and according to results, seven in ten consumers wanted tools available that provide them transparency and choice over data collection wherever and however they accessed the internet. Nearly as many wanted to pick and choose which companies bring them relevant offers.

The app allows consumers to opt out of data collection for use in interest-based advertising. While cookies track users on desktops, Mastria explained the in-app technology would rely on Ad-IDs instead. “In the app world it’s slightly different but the technology does hold up,” he said. The DAA’s in-app program will be far less powerful than its desktop version, at least at the outset. The DAA’s desktop program includes 122 companies. Mr. Mastria said the DAA wanted to start the program with a small group of early adopters to test out use cases.

The other challenge will be getting consumers to actually download such an app. The organization plans to market the app through its AdChoices button, which Mr. Mastria said is now served on ads at a rate of 1 trillion times a month globally. Though it’s unclear how many people notice those ads, much less the AdChoices button (or they know what it means even when they do). Since now you can promote your app with an interstitial ad when users click the AdChoices button.

Oles Dzyub,
Branded Content Manager at ComboApp