Digital Advertising Alliance Issues Mobile Privacy Rules

The self-regulatory group Digital Advertising Alliance today is unveiling its long-awaited new mobile privacy code. As expected, the mobile privacy rules are largely consistent with the industry’s long-standing position that ad networks and other companies should notify consumers about online behavioral advertising — called cross-app advertising in the mobile environment — and allow people to opt out. But the rules also have some mobile-specific requirements: The DAA says that ad networks, app developers and others must obtain people’s opt-in consent before collecting geolocation information and address-book data.