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Lookout Mobile Security, Mobile App Advertising Guidelines: A Framework for Encouraging Innovation While Protecting User Privacy (June 2012) (full-text).
These Guidelines establish a set of mutually agreed upon standards and guidelines to help those building and integrating in-app mobile advertising technology. The guidelines cover requirements and suggested best practices around transparency and clarity of data collection, individual control over information collected, advertising delivery and display behavior, collection and retention of personal or device-specific data, and secure transport of sensitive data.