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Don’t like ads on your phone? Two tech companies allied with the online ad industry are offering new ways to control them.

Evidon, one of two providers of the Ad Choices icon — the tiny blue symbol shown in behaviorally-targeted display ads — has just begun delivering the icon and the opt-out system behind it into mobile app ads served by the Jumptap and Tapad networks. More mobile app ad partners are lined up to do the same.

Meanwhile, Evidon’s rival Truste has allowed people to opt-out of behavioral ad targeting in mobile apps since June 2012. It recently upgraded its system to work when in-app ads are purchased through real time bidding, so advertisers bidding on ad placements know before they make a bid that a user cannot be targeted using behavioral data. Mobile ad exchange Nexage and Tapad are initial partners.

Continue reading at AdAge.com