Today's release is just the beginning of the process. With the rollout of the principles, the DAA "is really putting everyone on notice" that new rules will be forthcoming, Mastria says. Then, between six months to a year from now, the DAA plans to publish its implementation guidelines and the rules will become enforceable. In the meantime, the trade associations that comprise the DAA will conduct what Mastria says will be a vigorous campaign of outreach and education to help their member companies prepare for the mobile privacy framework. The DAA is also planning to develop an app to help consumers manage their privacy preferences across the mobile Web.
Ahead of those more technical guidelines, Mastria says he is unable to comment on the specific mechanisms of the mobile privacy framework, but notes that its intention is effectively to give consumers the ability to shut off data sharing across multiple applications, and keep their location and personal directory data private.
The DAA says that it plans eventually to consolidate the past guidance it has offered for online behavioral advertising and data collection across multiple sites with the mobile framework for a single set of principles.
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