The core provisions of the Digital Advertising Alliance (DAA) new guidance are not yet in effect and will not be enforced while the mobile industry works on implementation issues, but the “implementation phase” has begun.
BACKGROUND
The DAA has issued new guidance explaining how its Self-Regulatory Principles for Online Behavioral Advertising (OBA Principles) and Multi-Site Data (MSD Principles) (together, the Self-Regulatory Principles) apply to certain types of data in the mobile environment. The DAA said that the new guidance clarifies that
its previously-issued Self-Regulatory Principles apply to the mobile environment as well. The themes from the OBA Principles of transparency, consumer control, sensitive data, data security and accountability are all part of the new guidance. More…