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The Digital Advertising Alliance (DAA) plans to unveil a set of mobile privacy guidelines as early as next week. MediaPost News reports the guidelines will likely require ad businesses to provide consumer notification of behavioral advertising, allowing an opt-out and may require opt-in consent prior to collecting certain data, such as user contacts. The guidelines are also expected to promote the use of de-identification. The DAA’s guidelines will be the fourth set of standards circulating in the past year, including those provided by the Federal Trade Commission and California Attorney General and those currently under consideration by the National Telecommunications and Information Administration.
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