The mobile privacy program will be enforced by the DAA’s independent accountability partners, the Council of Better Business Bureaus and the Direct Marketing Association.
Of course, while the DAA is helping marketers do their due diligence for consumer privacy, there’s always the question of how many consumers are actually aware of these options -- or even that their personal information is being gathered in the first place. Last year research from Parks Associates showed that even after a consumer awareness campaign, just 6% of survey participants were familiar with the DAA privacy icon in 2013, up from 5% in 2011. However, the DAA noted the results of a separate survey, performed by the Annenberg School for Communication, which found that 20% of respondents recalled seeing the icon.
From the article "Digital Advertising Alliance Unveils Mobile Privacy Options" by Erik Saas.
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