The Washington D.C.-based, nonprofit Outdoor Advertising Association of America announces its joining of the Digital Advertising Alliance, a self-regulatory organization that implements and enforces cross-industry principles around the collection and use of data for interest-based advertising.

The OAAA says its purpose in joining was to promote the responsible collection and use of data in out-of-home advertising, incorporating the principles of transparency and consumer control. While OAAA members do not generally engage in the collection of such data themselves, some OOH advertising companies are using aggregated data from mobile technology providers to help advertisers better match their messages to the appropriate audiences.

Among other privacy-friendly elements, the DAA principles require that consumers grant permission through mobile devices in response to notice about the collection of precise location data for advertising. And, they contain the provision that consumers also may withdraw their consent.

The OAAA also announces two other significant actions:

The creation of an industry task force focused on privacy issues that brings together a notable cross-section of industry leaders to address those issues, and an update to its own Code of Industry Principles, which states: “We encourage member companies to work with suppliers that provide appropriate notice and control for the collection of precise location data from mobile phone devices used for advertising purposes.”