Targeted Mobile Ads: Privacy Concerns Over Mobile Phone Cookies Abated As Ringleader Digital Clears Confusion in Out-of-Court Discussions
Mediation Creates Venue to Better Understand Who Knows What About Our Identity via Mobile Phone App, Location and Internet Activity
NEW YORK CITY – February 10, 2011 – Ringleader Digital, RLD, which serves billions of targeted ads to mobile phone users every month, today announced that they have settled all outstanding lawsuits against the company over its industry-first, patent-pending Media Stamp® technology (the equivalent of “cookies” for mobile devices). Ringleader believes the settlement demonstrates that the company’s use of Media Stamp software met, and even exceeded privacy standards now in place for desktop and mobile communications.
As targeted advertising continues evolving, companies are changing strategies to meet consumer privacy needs in desktop environments and on mobile devices, striking a balance between effective ad investment and users’ command over personal information. Ringleader Digital, a long-time member of the MMA’s (Mobile Marketing Association) standards bodies, has made reaching that balance a priority. One example of its leadership is the creation of the industry’s first fully transparent “opt-out” capability for mobile device users. The company encourages all mobile advertisers to use clear and simple disclosure and opt-out measures.
The Way Forward for the Mobile Ad Industry
From its inception, Ringleader has been committed to providing privacy measures that evolve with ever more sophisticated targeting technologies. In this one example of Media Stamp, the company continues improving its privacy functionality by making it easier to opt-out of ad-serving programs on mobile devices. Users can do so on their devices and at the company’s corporate web site.
To help mobile advertisers, Ringleader Digital launched its Certification Center, which allows publishers (creators and distributors of mobile ads) to create mobile ad programs that adhere to Ringleader Digital’s data privacy and opt-out policies. Through the Certification Center, publishers are provided best practice methods to share data privacy and opt-out information with recipients of their mobile ads.
“Our data shows that most mobile device users prefer targeted ads, and their increased click-through rates bear that out,” said Bob Walczak, CEO of Ringleader Digital. “I travel for work and eat out a lot, so I like to know the best local food joints. I’m not that interested in My Pretty Pet Pony ads, as nice as they may be. So targeted ads work for me. At the same time, if people don’t want targeted ads, it should be very simple to opt-out of ad-serving programs. We’ll continue a philosophy of full transparency to end users, developing more technology and policies as the industry advances. We encourage all mobile marketers to do the same. Full transparency and easy opt-out benefit mobile device users and the mobile ad industry in the long run.”
“The MMA is committed to working with all our members on the ongoing development of a comprehensive set of mobile guidelines including privacy,” said Greg Stuart, CEO, MMA. “We will continue to address the growing need for marketers and consumers to have a transparent, accepted understanding as to how consumer information is collected, as well as work closely with innovative technology companies to create clear expectations for all participants in the mobile marketing ecosystem.”