When Apple and Google were called to Capitol Hill to testify about how, and why, iPhone and Android smartphones were tracking their owners, the digital privacy debate—which had mostly been concentrated on Web issues—got a little wider. That made an impression on executives at GroupM, who decided that now is the time to set some guidelines for privacy in the growing mobile ad industry.
On Wednesday, GroupM became the first agency to adopt mobile privacy guidelines. Those guidelines would 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.
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