Dive Brief: 

• The Digital Advertising Alliance, a privacy advocacy group, is answering the pressure to help protect mobile privacy with a new app.
• The AppChoices tool will allow users to opt out of targeted mobile ads by tapping an icon on that ad, similar to the current privacy program. 
• The opt-out option will work on apps, but won't be able to block location-based data collection. 

Dive Insight: 

AppChoices will help give a little bit of control back to mobile users and take some pressure off of advertisers' backs when it comes to protecting privacy. Protecting privacy on mobile is a bigger challenge because the main source of targeting on desktop — cookies — doesn't work with mobile devices. With a more disjointed picture, AppChoices is a good place to start.