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BizReport : Mobile Marketing : April 04, 2012


Group is working to protect mobile privacy

A new consortium, with members from some of the biggest mobile brands, is aiming to help keep consumer information private on the mobile web. Called The ODIN [Open Device Identification Number] Working Group, the members are working to create industry standards for mobile device identification.

by Kristina Knight

Online privacy has been hotly debated for more than five years; mobile privacy issues haven't gotten as much play to date, but that is likely to change as more consumers logon to the mobile space through smartphones, tablets and even gaming systems. The ability to target consumers based on location and other identifying information can help deliver a better online or mobile experience, but privacy proponents insist that that type of information still remain anonymous.

"By creating industry standards and best practices through ODIN, leaders in the mobile advertising industry will have a better foundation for providing consumers with targeted and relevant content in a safe and secure manner," said Krishna Subramanian, Chief Marketing Officer of Velti.

"Our company fully supports the development of ODIN as a device identification method to run Cost-Per Install campaigns," said Sourabh Niyogi, CEO of MdotM, a leading mobile Demand Side Platform. "Advertisers can continue to track their campaigns as UDIDs are fully deprecated, allowing them to continue focusing on running scalable and profitable performance-based campaigns."

Brands Velti, Jumptap, RadiumOne, mdotm and SAY Media are leading the charge to create these standards. The goal is to create a system that keeps consumer data anonymous, offers a standardized format for device identification and to keep the data collected secure so that nothing personally identifiable is logged.






Tags: device identification, mobile advertising, mobile marketing, mobile privacy concerns, mobile security, The ODIN Group, Velti








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