Jumptap Supports ‘Do Not Track’

Becomes First Mobile Ad Network to Provide Consumers New Privacy Option

Today, the US government, businesses, and privacy groups have reached an important agreement that will advance internet privacy – supporting the concept of ‘Do Not Track.’ Do Not Track is a technical implementation that enables users, from their browser, to opt-out of being tracked across multiple web sites. At Jumptap, we also pledge our support toward the effort.

Why is Jumptap’s action significant? Consumers are increasingly using their mobile devices to manage every aspect of their lives. For those of us who work in companies that facilitate and profit from these activities, one of the biggest challenges we face is treating the data with which we are entrusted appropriately. Users expect ad networks to respect their privacy – the government expects likewise – and the promotion of Do Not Track helps us do that. It also helps us better understand a user’s intent, and allows us to act on that expression. Additionally, Do Not Track is yet another way for those of us in the industry to adhere to users’ ‘Notice’ and ‘Choice’ in a self-regulatory fashion.

Furthermore, the collection of data is quite different in mobile than it is online, and the challenge of cookie-dropping differentiates these even more. So why is this important? First, it’s the right thing to do, and second, it’s the future. Mozilla has already implemented Do Not Track functionality within its mobile browser, and Apple is reportedly considering similar implementation for the mobile version of Safari in the coming year. It’s only a matter of time before Do Not Track becomes common in mobile devices and their pre-installed browsers. We are also working in a bunch of different forums to try to find a solution for mobile apps as well.

At Jumptap, our mobile targeting system and opt-out mechanisms were updated to support Mozilla’s Do Not Track setting in October of last year. Now, when our network looks to serve an ad to a user who has the Do Not Track setting on, Jumptap recognizes the implementation and 1) shows the user an untargeted ad, and 2) updates the user’s profile as ‘opted-out.’ Even if the user turns the Do Not Track functionality off on Mozilla, they will continue to be opted-out on the Jumptap network. Should they decide to receive targeted mobile ads once again, (since most people prefer ads that are more relevant) they can opt back in at: http://opt.jumptap.com/optout/opt?jt. Currently, we are only able to do this for the mobile web. A similar app functionality will occur once the platform makes it possible.

At Jumptap we’re committed and very serious about protecting consumer privacy. We’ve started providing our partners with model language to help them explain the ad-serving process and help users who don’t want to see a tailored ad opt-out. With the advent of innovative mobile features that are increasingly integrated into users’ social networks and calendars, the mobile web is more dependent on data to provide value to consumers. We’d best make sure to earn users’ trust if we wish to continue to participate in that revolution.