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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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