GroupM Moves to Adopt Mobile Privacy Guidelines for Mobile Marketing Campaigns

GroupM is making waves in mobile marketing this week by effectively becoming the first agency to adopt comprehensive mobile privacy guidelines. The move comes just weeks after Apple and Google came under fire for collecting what some digital privacy activists consider to be sensitive user information – including location data. As the mobile security and …   Read More

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GroupM is making waves in mobile marketing this week by effectively becoming the first agency to adopt comprehensive mobile privacy guidelines.

The move comes just weeks after Apple and Google came under fire for collecting what some digital privacy activists consider to be sensitive user information – including location data.

As the mobile security and privacy debate heated up, GroupM took notice and acted by establishing guidelines for privacy in the growing mobile ad industry.

And just this week, GroupM announced its mobile privacy guidelines.

According to coverage from Ad Week, which spoke to representatives from GroupM, the guidelines referenced aim to “limit the amount of data collected and shared from mobile devices in marketing campaigns by calling for publishers to mask UUIDs (universal unique identifiers, which are on every phone) and giving users the opportunity to opt out of data collection and sharing.”

GroupM, however, does concede that the guidelines are voluntary. Still, publishers and mobile ad networks in partnership with GroupM will be strongly encouraged to adopt the guidelines.

“For mobile privacy, the cat’s out of the bag,” says Michael Collins, CEO of Joule (GroupM’s mobile marketing division). Collins is credited with helping to prepare the guidelines along with GroupM COO John Montgomery.

“There is a high awareness among the players that privacy is an issue and most players are in different stages of addressing it,” said Collins. “If privacy isn’t handled properly, that will significantly impact the growth of this space.”

“We can’t tell the industry what to do, but we do have a responsibility to our clients,” Collins concluded in the Ad Week piece. “We can make recommendations to our clients where they should place their advertising and if we don’t think publishers protect consumer privacy, less of our clients’ money would be directed there.”

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