Want to Opt Out of Targeted Mobile Ads? There's an App for That

Ad Control is an app that gives consumers a way to opt out of cross-app advertising.

Developed by Evidon, the app is now available in the Apple App Store. An Android version will be available later this month. When the Digital Advertising Alliance announces in two weeks its mobile privacy standards, Evidon's app will allow for compliance. The DAA rolled out its ad choices program two years ago in response to growing concerns at the Federal Trade Commission and in the government that consumers needed to be given a choice to opt out of behaviorally targeted ads. Though regulators seem satisfied that the industry is working to protect consumer privacy online through self-regulation, they've been pressing for a mobile solution, which the industry has been promising to deliver for more than a year.