The Network Advertising Initiative (NAI) is moving forward with plans to eventually issue a set of mobile privacy rules, MediaPost News reports. A draft version is being circulated among members to help provide a code of conduct for data collected from mobile apps. The draft rules cover behavioral targeting and are expected to be finalized by next month, NAI Executive Director Marc Groman, CIPP/US, has said. The rules would require participating companies to provide consumers with an opt-out for behavioral targeting ads but allows ad networks to continue to collect “non-personally identifiable” data for certain purposes, such as analytics, ad optimization and frequency capping.
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