Lookout finds that mobile apps related to personalization are most likely to have aggressive ad behaviors, followed by entertainment apps and games.
(Credit: Lookout)
Have you ever downloaded a free mobile app and then noticed an ad invading your phone's notification bar? That's an example of aggressive advertising, a trend that mobile security firm Lookout is trying to squelch with the release on Monday of app ad guidelines.
Lookout's Mobile App Advertising Guidelines are designed to encourage ad networks and app developers to improve their privacy practices. If reckless mobile ad practices continue, apps risk being labeled as adware by Lookout. Worse, the industry could face regulation, says Lookout Chief Technology Officer Kevin Mahaffey.
"I think we can solve this problem through app developers and ad providers agreeing on the standards. I don't think there is widespread malicious intent," he said in an interview with CNET. "I think there are a lot of unknowns about what is acceptable behavior.... We want to fix this problem before it gets so big that it needs regulation."
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