Ad Exchanger reports on the state of opt-outs in mobile devices and the challenges the industry faces. With a growing debate around consumer choice and ad blocking, “it’s clear that existing opt-out mechanisms aren’t exactly cutting it,” particularly with regard to cross-device tracking, the report states. Stanford University’s Jonathan Mayer wrote earlier this summer in a blog post that if the industry offers “an opt-out, they can only do so with a likelihood, but no guarantee, that the opt-out will transfer to other devices.” Experian Marketing Services’ Brienna Pinnow said, “How can the consumer understand this ecosystem if we ourselves are struggling with the best way to do it?”
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