Drawbridge Enables Consumers to Opt Out of Targeted Marketing in Mobile Apps Through Digital Advertising Alliance’s AppChoices™ App
Drawbridge today continued its commitment to transparency and consumer choice by participating in the launch of the Digital Advertising Alliance’s (DAA) AppChoices app, enabling consumers to manage their relevant mobile advertising preferences from a simple mobile application. This news follows the company’s recent announcement of a proprietary Universal Cross-Device Opt-Out mechanism, whereby consumers can elect whether or not they receive relevant ads from Drawbridge across all of their connected devices with a single click.
“Drawbridge firmly believes in consumer choice, and we want to empower consumers to control how they are marketed to across devices in as many ways as possible,” said Drawbridge VP of Product Management, Rahul Bafna. “With 88% of all media on smartphones consumed in apps versus on the mobile web, it’s important that we participate in the DAA’s AppChoices launch to provide distinct options for this channel.”
The DAA is a consortium of the leading national advertising and marketing trade groups that together develop and deliver effective, self-regulatory solutions to consumer choice for online data collection and use for applicable DAA purposes, among them interest-based advertising. The DAA’s new AppChoices app enables consumers to manage their relevant mobile advertising preferences in cross-app environments from a simple mobile application.
“I want to extend my thanks to the early adopter companies, including Drawbridge, who helped DAA bring AppChoices to market,” said DAA Executive Director Lou Mastria. “These companies represent a cross-section of industry and use cases, demonstrating that AppChoices can work as an easily implementable approach for addressing DAA obligations. I am confident that this group of companies will continue to support the efforts of DAA in bringing enhanced transparency and control in the still-emerging ad-funded app ecosystem.”
Drawbridge is the leading cross-device identity company building technology that fundamentally changes the way brands connect with people. By leveraging its Connected Consumer Graph™, which includes more than one billion consumers across more than three billion devices to date, Drawbridge enables brands to have seamless conversations with consumers across their computers, smartphones, tablets, and connected TVs. Drawbridge provides visibility into how consumers interact with brands across devices along the path to purchase with a true, unified, cross-device consumer view. The company gives marketers unparalleled insight to consumer behavior both online and offline to drive better results – from creating brand awareness to driving incremental sales. The company is headquartered in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital. For more information visit http://drawbrid.ge .
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