The Digital Advertising Alliance (DAA) and the Network Advertising Initiative (NAI) are two of the leading major advertising trade groups touting new guidelines on how members should address the sensitive issue of mobile user data collection and retention.
The new DAA guidance for the first time advises advertisers, agencies, media, and technology companies how to provide consumers the ability to see and exercise control over the use of cross-app, personal directory, and precise location data in mobile apps.
“This enforceable guidance reflects the reality that companies and brands engage with their customers on a variety of platforms, including mobile, and explains how the DAA’s program applies consistently across channels to certain data practices that may occur on mobile or other devices,” the organization says. “A key provided benefit is enhanced consumer transparency for the collection of data across different mobile apps.”
Similarly, the Network Advertising Initiative (NAI) also announced that it has finalized the 2013 Mobile Application Code, which expands the organization’s self-regulatory program to cover data collected across mobile applications.
The new guidelines address data collected across mobile applications and best practices for the treatment of precise location data and personal directory data.
“The Mobile Application Code is intended to complement existing mobile initiatives across the industry,” the NAI says, “such as those being developed by the Digital Advertising Alliance (DAA), the Mobile Marketing Association (MMA) and the National Telecommunications and Information Administration (NTIA), by providing rigorous notice, choice and data protection guidelines specific to the third-party advertising ecosystem.”