Privacy | Mobile Marketing Association

Privacy in the digital world is increasingly important, and even more so in mobile because of the unique 1:1 relationship between consumers and their mobile devices. The MMA supports the Digital Advertising Alliance (DAA) initiatives as well as the new efforts emanating from the Trustworthy Accountability Group (TAG). We are also trying to stay on top of, and keep our members tuned into, all the developments around the General Data Protection Regulation (GDPR) due to come to life 25 May 2018, as well as the evolving ePrivacy directive in the EU.

Current Projects

Meets quarterly for global, regulatory and business updates delivered by the Co-Chairs and select member company CPOs, while providing members with ongoing insights and outlooks from pre-eminent industry experts. In our 12 September 2017 call, we hosted a guest speaker, Sachiko Scheuing, the European Privacy Officer at Acxiom. Sachiko elaborated on four key areas: Consent, Pseudonymous Data, Profiling and Processors and Controllers. Moving forward, GDPR will remain in our sights, and we will begin to focus on Data Subject Rights (i.e., the consumer). Depending on the circumstances, individuals in the EU may request to see all the data held about them by a data controller (such as an ad tech company), request that the data be corrected or deleted, ask for the controller to cease or restrict processing of the data and/or ask for data to be ported over to another service provider. Companies must ensure that they have an effective system and process in place to properly respond to data subject right requests.

Member Participation

Along with CPOs, CEOs and General Counsels from 60+ MMA mobile marketing member firms, we also have other privacy experts from FPF, NAI and the Council of Better Business Bureaus in the group. This program is only open to MMA North America members.

Committee Member Companies Include