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.
- 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.