Weve to roll out opt-out option on ads

Weve to roll out opt-out option on ads

The mobile advertising and mCommerce joint venture Weve has announced it is rolling out the AdChoices icon to mobile advertisements. For the first time, consumers will have the option of opting out of interest-based targeted marketing.

AdChoices will be launched on July 1, said the company. From then on, mobile display ads going to EE, O2 and Vodafone customers will include the icon from the European Digital Advertising Alliance (EDDA).

By clicking on the icon, customers will be redirected to an opt-out page to complete to stop receiving the advertisements. They will also have access to more information on the personal data being used to target them with ads e.g. age, gender, location, interests.

Weve said the AdChoices icon will also benefit brands as it will increase transparency and build trust among mobile audiences.

Shiv Bhaduri, head of media products at Weve said that after months of beta, the company is now very close to the full commercial launch of its mobile display advertising service.

'The company has worked to develop and create a service that delivers targeted display advertising for consumers based on ads that are directly relevant to them, built on factors such as age, gender, location and interest segments.'

He continued: 'We have been very focused on giving users control over what kinds of ads they see and how those ads are chosen for them. That’s exactly what the AdChoices icon is about – giving people a simple, effective way to stop receiving targeted advertising; we have moved it on a level at Weve.'

Nick Stringer, chair of the EDAA and Director of Regulatory Affairs at the Internet Advertising Bureau (IAB UK), said: “Consumers need to have meaningful transparency and control over targeted advertising across all EU markets. Weve’s solution builds upon the industry-agreed desktop approach and leverages it in the mobile market.”

Weve announced the display advertising trial in January of this year.

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