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Ad industry self-regulators want mobile app developers to provide better notice of data collection and usage to consumers and today are unveiling guidelines for doing so. Both the Digital Advertising Alliance, which leads the industry’s pervasive targeted ad privacy program, and the Network Advertising Initiative, which counts third party ad networks and exchanges as its members, are set to publish complementary new mobile data rules today.

Government is bearing down on mobile marketers and their data collection habits, and the ad industry aims to get out in front of the issue. However, despite the new guidelines, which will address how marketers notify users when data is collected via mobile apps, details for implementation and compliance monitoring remain undetermined. Enforcement is a ways off, too.

There are key differences in mobile data collection compared to website-derived data. Primarily, much more precise location data can be gathered via mobile devices, and some apps require the ability to access a device owner’s contacts or directory information, as well as photos. Another important distinction: apps don’t use cookies for tracking.

Continue reading at AdAge.com