This guidance explains for covered companies how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi- Site Data (“MSD Principles”) (collectively, the “Self-Regulatory Principles”) apply to certain types of data in the mobile Web site and application environment. This guidance responds to the fact that both First Parties and Third Parties operate across a variety of channels including mobile.

The MMA Consumer Best Practices (CBP) for Messaging, for the United States market, provides a guide to implementing short code programs. This guideline document is a compilation of accepted industry practices, common wireless carrier policies, and regulatory guidance that have been agreed upon by representative member companies from all parts of the off-deck ecosystem. This is the last and FINAL document of its kind to be released by the MMA. All future inquiries should be directed to the CTIA.

The Mobile Marketing Association is the premier, global not-for-profit trade association that works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. In this capacity, we are pleased to introduce the attached Mobile Application Privacy Policy, authored and prepared by the MMA Privacy & Advocacy Committee. The intent of this privacy policy is to provide the mobile application developer with policy language that can be quickly and completely understood by the consumer.