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Mobile advertising agencies must show they take privacy seriously

Industry experts are warning that mobile advertising agencies must clearly demonstrate their commitment to consumer privacy if they are to secure new business. As mobile phones advertising explodes with the burgeoning uptake of smartphones, so people are growing more wary of what happens to their data, a trend that is driving much consumer antipathy toward the routine use of Unique Device Identifiers (UDID) on their gadgets.  They want phones, not trackers. Big Data – opportunities and dangers As we reported recently, mobile gadgets and social networking are jointly creating an unprecedented era of Big Data, which is driving new research into how this information can be used.  Already, it can be deployed to help companies understand their consumers’ needs, to help consumers find the product they’re seeking more easily and even to help government agencies respond more effectively to a crisis. But with massive volumes of data come additional risks to privacy. While it undoubtedly makes sense for Facebook’s Mark Zuckerberg to place the development of mobile platforms at the top of his brainchild’s priority list, it’s also increasingly making sense for mobile advertising executives to reassure users that their data will be used wisely and judiciously. Top brands like…

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