The Digital Advertising Alliance is preparing to release voluntary guidelines governing how targeted advertisements are delivered to mobile phones and adding greater safeguards for how location data is used, members of the group said at a conference. The members also noted the challenges of drafting guidelines, given the diversity of devices and mobile ad delivery methods. The underlying goal of the self-regulation is to allow consumers more choice in how and whether they receive targeted ads, said DAA counsel Mike Signorelli.

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Computerworld, Adweek

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