Is another Ad Network Driven Privacy Solution Good for the Industry?

The Digital Advertising Alliance ("DAA"), a self-regulatory trade group, announced on June 19, 2014 that it has developed an app that enables mobile consumers to opt-out of behavioral advertising on smartphones and tablets. The app is expected to be released later this year. But the question is whether such app is needed or is this industry driven initiative. Several privacy for profit companies have similar apps that allow mobile users to opt-out of behaviorally targeted mobile ads. So, why the push for a new one now? The answer is likely that along with this app will soon come an AdChoice opt-out icon for mobile apps. Thus, the question becomes one of is there a need by consumers or a need by self-regulatory agencies to continue promoting their policies? Another question is why the need for another icon when the largest mobile operating systems come with built-in controls that enable people to avoid cross-app targeting?