While the major trends in mobile advertising are focused on the ability to target information to the user, Yahoo (NSDQ: YHOO) has launched a new mobile feature that protects a user’s privacy.
Yahoo wrote today on its policy blog that it has started letting users opt out of interest-based advertising right from their mobile device. Deepti Rohatgi, Yahoo’s policy director writes: “We take privacy seriously whether our users are accessing Yahoo! on their PCs or mobile devices. Whether catching up on the latest news, sending emails, viewing the latest updates across social networks or taking and uploading photos, we believe the mobile experience should offer the same privacy protections consumers expect to find on the PC.”
MediaPost reports that many companies today allow people to opt-out online, but the practice is not as standard in mobile. Jules Polonetsky, co-chair and director of the think tank Future of Privacy Forum, said at least a dozen companies say they offer some form of mobile behavioral targeting, but only two appear to allow users to opt out. ” Polonetsky: “Yahoo is being nimble in moving in front of this, and we’re urging others to move quickly.”
Yahoo has already had other mobile policies in place, including getting users
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