The mobile counterpart to the ad industrys ad choices self-regulatory program that allows consumers to opt-out of online-targeted ads is finally here. And yes, theres an app for it.Called Ad Control, the app gives consumers a way to opt out of cross-app advertising. Developed by Evidon, the app is now available in the Apple App Store. An Android version will be available later this month.When the Digital Advertising Alliance announces in two weeks its mobile privacy standards, Evidons app will allow for compliance.The DAA rolled out its ad choices program two years ago in response to growing concerns at the Federal Trade Commission and in the government that consumers needed to be given a choice to opt out of behaviorally targeted ads. Though regulators seem satisfied that the industry is working to protect consumer privacy online through self-regulation, theyve been pressing for a mobile solution, which the industry has been promising to deliver for more than a year.
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