Increased Scrutiny On Notice And Choice For Use Of AD Profiling, Especially Using Mobile Location Data

Are you an app publisher or do you advertise via mobile apps or obtain marketing data that originates from them? If so, you need to beware that regulators and consumer protection authorities are taking action against companies with regard to the notice and choice, or lack thereof, they are providing to consumers for the collection of their precise location data on mobile devices. The Digital Advertising Alliance (DAA) recently held a presentation (DAA Presentation) which highlighted what transparency and choice consumers should be provided in connection with the collection of such location data. Among the speakers was Jon Brescia, Director of Adjudications and Technology of the Advertising Self-Regulatory Council (ASRC) Online Interest-Based Advertising Accountability Program (OIBAAP), which enforces the DAA's self-regulatory principles. For one, the DAA requires that consumers be provided enhanced notice of location awareness for advertising purposes during the process