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DAA Debuts Mobile Opt-Out Tools
Self-regulatory group the Digital Advertising Alliance (DAA) has developed an app and a mobile-optimized version of its existing desktop choice tool, to enable consumers to decide how and whether they receive targeted advertising on their mobile devices.
 Launched in 2010 by the IAB and other trade associations, the DAA offers a self-regulatory program for online behavioral advertising, along with a kitemark-type icon which is used by companies which comply with the organization's privacy principles.
Its new 'mobile choice' app, which is available as a free download, allows users to set their preferences for relevant ads in the app environment; while the mobile-optimized version of DAA's existing tool, has been developed to give users control over relevant ads in mobile browsers. Both will enable users to control who provides them with relevant ads; allowing them to opt out entirely, or just from specific companies.
DAA Executive Director Lou Mastria (pictured) comments: 'These tools reflect the ability of self-regulation to adapt: whether on the desktop or the fast-growing multi-screen arena. The mobile choice tools reflect DAA's continued fulfillment of the promise that it has made to policymakers, industry and most importantly, consumers to bring transparency and control wherever and however they use the Internet, reflecting the market reality that consumers and brands engage with each on a variety of screens.'
Web site: www.youradchoices.com .
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