Mobile Ad Industry Bows To Privacy Push With Tracking Tool

Law360, New York (April 4, 2012, 3:54 PM EDT) -- The mobile advertising industry this week responded to regulatory and congressional concerns over its privacy practices, launching a new system that will allow consumers to opt out of mobile ads and a self-regulatory group aimed at developing an alternative standard for mobile device identification.

Mobile marketing and advertising technology provider Velti PLC on Wednesday spearheaded the creation of the Open Device Identification Number working group, a consortium of more than a half-dozen companies that are working toward creating an industry standard for secure and anonymous mobile...
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