A Closer Look At AdChoices New Mobile Principles
August 16th, 2017 | Matthew Chung, Manager, Communications and Content
The Digital Advertising Alliance of Canada recently took a significant step toward embodying all aspects of digital media within the Canadian AdChoices program.
The expansion of the program to include mobile web and mobile apps is good news for consumers, who will now have more notice, information and choice regarding interest-based advertising on mobile, says Julie Ford, Executive Director of the Digital Advertising Alliance of Canada.
Specifically, the program extends the existing principles of transparency and control to mobile web-browsing and covers the collection and use of cross-app data, precise location data, and personal directory data to tailor ads.
“Mobile devices are with us all the time, so it is critical to provide AdChoices program participants and consumers alike with options for the smartphone and tablet realm,” Ford says. “With this release, we’re in lockstep with the burgeoning mobile ad industry in Canada and with the DAAC’s sister organizations in the EU and the U.S.”
View the implementation guidelines for mobile
DAAC also recently released its AppChoices app to Canadians, which shows users which of DAAC’s participating advertisers are using their interest-based advertising data and how to control it.
DAAC has set an implementation deadline of December 31, 2017 for the mobile guidelines, by which time all DAAC participants should be compliant. Advertising Standards Canada (ASC) will extend its compliance oversight under the ASC AdChoices Accountability Program to the mobile space on January 1st, 2018.
