On January 25, 2017, the Digital Advertising Alliance (DAA) announced its Cross-Device Guidance will take enforcement effect on February 1, 2017. The Guidance advises companies on applying the DAA's self-regulatory principles in a cross-device environment including specifying in a notice how data collected from a particular device or browser could be used with another computer or device.

Beginning on February 1, the Advertising Self-Regulatory Council of the Council of Better Business Bureaus and the corporate responsibility team at the Data & Marketing Association will take complaints and monitor the marketplace for first-party and third-party transparency and choice to consumers as they relate to cross-device data collection for interest-based advertising.

The DAA will also update disclosures to its WebChoices tools for desktop and mobile web users and AppChoices and AppChoice en Español for cross-app mobile apps. The new language will provide notice and choices to customers regarding the collection and use of cross-app data on the device and browser.