Do Not Track opt-out icon coming to mobile browsers
Do Not Track opt-out icon coming to mobile browsers | Internet & Media - CNET News
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While browsing the Internet on desktop computers, people may have seen a little blue icon floating near ads. This clickable icon, dubbed "AdChoice," is meant to give users information about targeted ads and the data collected by ads; it also gives users a Do Not Track option. Now, the group that brought AdChoice to desktop is developing the same icon for mobile. The group behind the icon, Digital Advertising Alliance, or DAA, is a coalition of advertisers, publishers, and marketers that has been working to increase transparency on the Web and create controls for online advertising. AdChoice for desktop is now in nearly 30 countries worldwide and, according to DAA, appears on the Web one trillion times per month. "What the icon program does is take the disclosures and puts them in prime real estate places," DAA Managing Director Lou Mastria told CNET. "This is happening in real time. You get a pretty fair sense of how that ad got there and what you're privacy choices are." The idea of Do Not Track is to give users the option of opting out of having advertisers and data brokers collect information on them regarding Web sites visited, search queries, purchasing patterns, and more. DAA isn't the only group working on the issue. Several other organizations and politicians have been working on Do Not Track measures. U.S. Sen. Jay Rockefeller proposed a "Do-Not-Track Online Act of 2013" in February, and the W3C Working Group has also been working on a Do Not Track policy for years. When DAA was first developing AdChoice for desktop in 2009, it worked with recommendations from the Federal Trade Commission. With these recommendations, the group created a set of principles that advertisers and ad networks have to adhere to when delivering online advertising. "What the FTC said in 2009 is that there needs to be mechanisms in place for consumers to know what's going on with the data that drives behavioral advertising," Mastria said. "There was no centralized platform, it was just a recommendation. DAA turned that recommendation into an enforceable code." Since the launch of AdChoice, Mastria said 2 million people have opted-out of being part of targeted advertising and third-party data collecting on desktop computers. That number will most likely grow with the move to mobile. |
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SashaLee -
Thanks
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