GroupM Takes Lead on Mobile Privacy Guidelines

Voluntary system would mask phone IDs, allow users to opt out

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.