September 24, 2013 09:00 ET

Flite and TRUSTe Form Strategic Partnership to Offer Online Behavioral Advertising Solutions in Flite Ads

New App Offers Advertisers Seamless Integration of Industry Standard AdChoices Icon

SAN FRANCISCO, CA--(Marketwired - Sep 24, 2013) - Flite, the paid media publishing company, today announced a partnership with TRUSTe, the leading global data privacy management (DPM) company, to offer the TRUSTed Ads technology to Flite customers for inclusion in digital ads that they develop on the Flite Platform. Flite's integration with TRUSTe allows clients to be compliant with the industry recommended self-regulatory principles for Online Behavioral Advertising (OBA) and FTC guidelines.

Flite leverages the TRUSTed Ads technology to give brands, publishers, and agencies the ability to insert the industry-sanctioned Advertising Option Icon, frequently seen as an AdChoices button, within a Flite display ad. The icon expands to a simple notice about OBA practices, and links to an intuitive interface where consumers can view a list of entities that are able to collect and use their data for online behavioral advertising. Consumers may opt out of receiving behaviorally-targeted ads from some or all of these entities.

Under the terms of the partnership, Flite will offer the TRUSTed Ads technology through a simple app that can be configured in minutes, allowing seamless utilization of the compliance functionality. TRUSTe will provide advertisers with unique identification codes for each campaign to enter into the Flite Platform during the ad design process. Like all Flite apps, the TRUSTed Ads app is highly customizable, with multiple options to change the content, design aesthetic, and layout. Brands can also link to their company's privacy policy.

The app is available to more than 5,000 TRUSTe customers, including many Fortune 500 businesses, who currently use the trustmark on their websites. These companies now have the option to add the TRUSTed Ads app to their Flite display ads.

"As online advertising and targeting technologies become more sophisticated, it's important for consumers to manage their data and have a voice in determining who can access that data," said Will Price, CEO of Flite. "As a company, Flite is committed to enabling best practices across the online advertising ecosystem. Our partnership with TRUSTe allows us to offer solutions that build trust between the advertiser and consumer."

"While we have integrated with multiple platforms, the Flite partnership is the first of its kind in both the type of service offered, and unique technology created for the seamless integration with Flite's platform," said Chris Babel, CEO of TRUSTe. "We are excited to offer TRUSTed Ads technology through Flite and to work with the leader in paid media publishing."

About TRUSTe
TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across web, mobile, cloud and advertising channels. Our cloud-based Data Privacy Management Platform delivers innovative technology products, including website monitoring and advertising compliance controls -- along with privacy assessments and certifications. More than 5,000 companies worldwide, including Apple, Disney, eBay, Forbes, LinkedIn and Oracle rely on our DPM platform and globally recognized Certified Privacy Seal to protect/enhance their brand, drive user engagement and minimize compliance risk. For more information, please visit

About Flite
Flite is the leader in paid media publishing, delivering ad innovation at scale to the world's top publishers and brands. Marketers use the self-service Flite Platform to reduce the complexity and cost of delivering differentiated ad products that engage their audiences. The Flite Platform serves, updates, and measures advertising in real-time and integrates web applications directly into online ad units fueling digital advertising innovation at scale. Flite enables marketers to be agile, and respond immediately to real-time performance metrics and daily events by updating their paid media creatives with relevant content and functionality.

Based in San Francisco with offices in New York City and Chicago, Flite is backed by Sequoia Capital, General Catalyst Venture Partners, Hummer Winblad Venture Partners, NCD Investors, Harrison Metal, Condé Nast, and Iris Capital. For more information, please visit or follow us on Twitter: @flite (

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