The Digital Advertising Alliance (DAA) announced two new mechanisms that will allow consumers to manage ad preferences on their mobile devices. The tools are intended to complement the existing opt-out mechanisms that are part of the DAA's self-regulatory program for online targeted advertising and will utilize the same AdChoices icon.

The DAA rolled out guidelines for targeted advertising in the mobile environment in 2013. (We summarized the DAA mobile guidelines in an Alert.) The DAA also provided detailed guidelines and specs that describe how the AdChoices icon should be displayed on mobile devices in 2014 (Ad Marker Implementation Guidelines for Mobile).

The new consumer opt-out tools for mobile complete the DAA's self-regulatory program for the mobile environment. The DAA and the BBB Interest-Based Advertising Accountability Program expect enforcement of the mobile guidelines to begin this summer.

New Mobile Opt-Out Tools

One tool applies to the mobile web while the other applies to the mobile app environment.

The DAA Consumer Choice Page for mobile web is similar to the DAA Consumer Choice page for the desktop environment. Users can opt out of data collection/use for targeted advertising that appears while a consumer navigates around mobile web sites, and can choose to opt out of all participating companies or specific companies. They will need to visit the mobile web opt-out page from each device they use.

AppChoices is a new mobile app that users can download for free from major app stores. It allows users to opt out of data collection/use of cross-app data for targeted advertising that appears in mobile apps. Users can opt out of data collection/use by all participating companies or specific companies.

The ability to opt out of data collection/use by specific companies distinguishes these tools from the targeted advertising opt-out tools available on most mobile devices. Device opt-outs at this time give users only two choices: opt out of all data collection/use for targeted advertising or allow such collection and use by all entities. Device opt-out tools typically do not allow a user to choose which companies or platforms to opt out of.