TRUSTe Announces An Opt-Out System for Mobile Ads

It looks like there are some big challenges ahead for mobile advertising, as the industry faces increasing scrutiny from the federal regulators, and as Apple phases out the UDIDs used by advertisers and publishers to identify users. Now privacy company TRUSTe is offering a new way for advertisers to address some of these concerns. The program is called TRUSTe Mobile Ads, and it allows consumers to opt-out of both targeted advertising and data collection. When an ad is shown by one of TRUSTe's partners, it includes a small AdChoices icon. When someone taps on the icon, they're taken to a page where they can opt-out of collection and targeting from an individual network, or from all of TRUSTe's partners. Those preferences are then remembered through a system called the Trusted Preference Identifier.

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