The Council of Better Business Bureau's Online Interest-Based Advertising Accountability Program has announced it has brought a video ad technology company "into compliance with online privacy best practices." Vdopia Inc.'s Chocolate, "a mobile video ad exchange and mobile SDK mediation platform," changed its privacy practices so that users are provided with notice and choice around tailored advertising through mobile apps. By providing an opt-out and revising its contracts with third parties, the company is now in line with the Digital Advertising Alliance's Self-Regulatory Principles for interest-based ads, according to the ASRC. This is the first decision under the ASRC's new enforcement initiative. Jon Brescia, adjudications and technology director for the accountability program, said, "Self-regulation can keep pace with the evolving mobile ads market, adapting general privacy principles to meet novel and complex ad implementations. ... Today's decision is proof of that."
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