Apps are targeted only to US users, and their effectiveness will be limited by whether consumers know about them, download them and actually use them. Lewis Ward, an analyst for IDC's consumer team, said they have the potential of attracting tens of millions of downloads given the right conditions.
"I have no way of knowing how much the DAA is going to push the availability of this app. In some senses the fact that it is out there deals with the CYA angle a bit, but I suspect that people concerned about privacy may find this and there could be some viral uptake," he said. "So even though this is a partial solution in one country, I think it is a good first step."
This is one of the first big moves DAA has made since last fall, when it chose to withdraw from the Do Not Track standard-making process led by the Worldwide Web Consortium. At the time, Mastria said that after working for two years with TPWG, DAA leaders didn't believe the TPWG was "capable of fostering the development of a workable do not track solution."
The DAA stated that it would go in its own direction developing consumer-choice options.