What The New DAA and NAI Data Rules Mean For Location

Today the Digital Advertising Alliance (DAA) and the Network Advertising Initiative (NAI) will publish complementary new data rules to get mobile app developers to provide better notice of data collection and usage to consumers. What does this mean for Chief Location Officers?

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.

Location enables mobile commerce, marketing, social and search.  But privacy allows it all to happen.  Transparency, control and choice are key to any location use.  Every Chief Location Officer knows this.  Here’s a quick refresher:

Rule #1: You need permission to locate a mobile device. Permission, often called opt-in (from our old email marketing days), can be obtained in multiple ways, from a user tap on a device to replying Y to an SMS request to signing a contract or agreeing to utilize a service.  As long as the location use is clearly explained and well understood.

For those looking to incorporate mobile location data into their businesses, companies who use Locaid's location information technology won’t need to change a thing. Why? Locaid have long realized the importance users’ privacy, and have an iron-clad privacy policy that is third-party certified, protects users’ data and is easy to understand.

Highlights of Locaid’s Privacy Policy include:

  • Locaid requires developers to have consent from users of their location data collection.
  • Locaid requires that this consent collected via a comprehensible and non-misleading vehicle
  • Locaid encrypts location information when stored or transmitted by Locaid to ensure it doesn’t get into the wrong hands, and requires its subscribers to do the same.
As the mobile frontier continues to develop, so will the requirements for data collection, sharing, and disclosure. Chief Location Officers should view privacy as a priority rather than an afterthought.