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Privacy Comes to Mobile Ads

Posted on 8.23.2012

Mobile ad network Jumptap has partnered with Evidon to fight for consumers’ rights to privacy.

The partnership between the two companies brings the AdChoices icon to in-app and mobile Web advertisements that use behavioral data to target consumers. Although the AdChoices icon is commonly seen in traditional online advertisements, Jumptap and Evidon created the first mobile AdChoices Icon privacy solution, which will be deployed through Evidon. 

Through the partnership, Jumptap’s mobile ads will include the AdChoices icon in order to notify consumers when they are targeted with behavioral data. Once clicked, the icons direct consumers to Jumptap’s privacy overview page where they can discover more information about targeted mobile ads, as well as have the ability to update their privacy settings if desired.

“It all comes down to doing the right thing. The components of ‘Notice’ and ‘Choice’ allow us to bring innovative ad targeting features to market in a transparent way that leverage mobile and third party behavioral data at scale,” says Paran Johar, Chief Marketing Officer, Jumptap. “Jumptap provides choice via our opt-out capabilities. Our partnership with Evidon will ensure that notice is provided wherever we reach the consumer, on the mobile Web and in apps, and that our privacy experience will continue to be best in class as capabilities evolve.”

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