Evidon, which provides the Ad Choices icon for behaviorally targeted display ads, has begun offering its opt-out service for mobile ads served by the Jumptap and Tapad networks. The other Ad Choices provider, Truste, has offered mobile opt-out since mid-2012 and recently upgraded its service to cover real-time-bidding ads. That puts both providers ahead of the Digital Advertising Alliance, which has yet to offer mobile guidelines for behavioral ads and data collection.

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