The Digital Advertising Alliance, a coalition of online advertising networks and companies, will soon release guidelines for the use of targeted advertising on mobile devices, although it's been difficult to come up with standards in the diverse mobile marketplace, members of the DAA said.
With mobile privacy standards under fire from some U.S. lawmakers and privacy advocates, the DAA is working toward guidelines that will address consumer choice related to targeted ads on mobile devices, including ads that appear in mobile apps, said Mike Signorelli, a counsel to the DAA.
The mobile guidelines will have stronger standards governing the use of smartphone users' geolocation data than for some other personal data, Signorelli said during a panel discussion on the mobile guidelines at a DAA conference in Washington, D.C. The mobile guidelines will include "heightened safeguards" for real-time location data, he said.
But there may be some continued disagreement on how the guidelines handle location data. Location data is critical to mobile advertisers who want to give smartphone owners real-time offers, said Ho Shin, general counsel for Millennial Media, a mobile advertising firm.
Many smartphone owners don't appear concerned about sharing their location on social media sites or about downloading apps that warn them about their use of location information, Shin said. "Consumers aren't maybe as scared about that as some of the media or privacy zealots make it out to be," he said.
The DAA, a self-regulatory effort allowing consumers to opt out of targeted advertising, has anticipated releasing the mobile guidelines for several months. The coalition launched guidelines for online tracking and targeted advertising in 2010, but those guidelines weren't specifically targeted at advertising and tracking on mobile devices.
Consumers also use thousands of mobile devices with a variety of screen sizes, making it a challenge for DAA companies to deliver a consistent notice about targeted advertising and tracking, panel participants said.
Getting all mobile advertising platforms to recognize a persistent consumer choice on whether to allow tracking is a "complex issue," Trilli said.
The DAA's goal is to release general guidelines about giving consumers choice about tracking and targeted advertising, and allow companies to figure out how to implement those guidelines, Signorelli said.
Sign up for CIO Asia eNewsletters.