Bringing consumer choice to mobile applications, the Digital Advertising Alliance released “AppChoices,” a free app that will allow consumers to opt out of tracking on mobile devices.

The DAA also launched the “DAA Consumer Choice Page for Mobile Web,” an “updated, mobile-optimized version” of the existing desktop consumer choice page.

“Our new mobile choice tools deliver the same reliable, independently enforced, privacy control experience where consumers and brands engage, both across the desktop Internet and on the go,” DAA Executive Director Lou Mastria said in a statement. The launch of the mobile privacy tools “reflects the DAA’s continued efforts to deliver consistent, privacy-friendly solutions backed by robust independent accountability.”

Eighteen ad-tech companies have agreed to participate and the app will be available through all major online mobile retailers. While the DAA’s desktop choice mechanism, known as AdChoices, currently features 122 companies, the group said the app will add companies after an initial test period.

Consumers who use the app can select which companies to target when making the choice to opt out. Consumers can also click on an individual company to read its privacy policy or learn more about the business.

“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 in a statement. “According to recent polling, seven in ten consumers want tools available that provide them transparency and choice over data collection wherever and however they access the internet, and nearly as many want to pick and choose which companies bring them relevant offers.”

To learn more about AppChoices, click here.

Why it matters: The DAA noted that self-regulatory bodies—specifically the Council of Better Business Bureaus and the Direct Marketing Association—will begin enforcement by the end of the summer pursuant to the group’s Mobile Guidance. While it remains to be seen whether the DAA’s AppChoices app attracts critical mass among online publishers and advertisers, the project nevertheless demonstrates industry’s continued desire and motivation to self-regulate rather than be regulated.