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Daily Dashboard | Digital Advertising Alliance to begin enforcing cross-device tracking code in 2017 Related reading: Notes from the IAPP, Sept. 13, 2019

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The Digital Advertising Alliance has announced that it will begin enforcing the industry's "privacy code for cross-device tracking" beginning in February of 2017, MediaPost reports. The November 2015-released code "sets out privacy rules governing ad networks, publishers and other companies that collect data from one type of computer ... in order to serve ads to different devices used by the same consumer," the report states. "This restriction means that if a user opts out on a laptop, marketers can't use data collected from that laptop to serve ads on any device linked to the person." The DAA's Lou Mastria added that the agency established its February 2017 start date to allow companies time to adhere to the new code.
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