The Digital Advertising Alliance (DAA) announced that starting in September, “ad companies will have to allow people to opt out of receiving ads that are targeted based on data collected across mobile apps,” MediaPost reports. The self-regulatory group’s mobile privacy code, unveiled in 2013, requires ad networks and other companies to notify consumers about cross-app advertising and allow them to opt out via AppChoices, which the DAA released earlier this year. While the rules were announced nearly two years ago, a compliance deadline had not been set until now, the report states. “We give companies a reasonable amount of time to make sure that everything’s in order,” said the DAA’s Lou Mastria, CIPP/US.
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