October 04, 2010 12:30 ET

TRUSTe and DoubleVerify Deliver In-Ad Consumer Choice Solution for Advertisers

Partnership Addresses Need for Notice and Choice for Interest-Based Behavioral Advertising to Build Trust and Confidence for Consumers

SAN FRANCISCO, CA and NEW YORK, NY--(Marketwire - October 4, 2010) -  TRUSTe, the leading privacy trustmark and provider of privacy solutions, and DoubleVerify, the pioneer and worldwide leader in online media verification, today announced a partnership to offer a comprehensive in-ad solution for interest-based advertising. The solution couples TRUSTe's 'TRUSTed Ads' privacy engine -- which has been the foundation of a four-month pilot program -- with DoubleVerify's broadly distributed media verification platform. The solution offers consumers accessible choice regarding behaviorally-targeted ads, ensures advertisers are compliant with the industry's self-regulatory principles for online behavioral advertising (OBA), and provides ad agencies with a simple implementation path by leveraging DoubleVerify's already existing ad tag footprint -- all while leveraging TRUSTe's privacy expertise and well-known brand.

"By combining our leadership and expertise in privacy with DoubleVerify's media verification services and wide distribution, we now have a comprehensive and immediately available solution for interest-based advertising," said Chris Babel, CEO of TRUSTe. "By leveraging the broad scale and proven success of our other services, TRUSTe and DoubleVerify provide a seamless consumer solution that can be quickly and easily integrated by advertisers into their ads, providing consumers 'just in time' notice and choice."

"All industry players -- advertisers, agencies, ad networks and publishers -- should move quickly in their efforts to raise public trust and stay ahead of industry regulations," said Oren Netzer, CEO of DoubleVerify. "Joining forces with TRUSTe, a company with deep knowledge of privacy practices and highly recognized for transparency, ensures that our clients meet the industry's highest level of self-regulatory requirements for online behavioral advertising. Furthermore, it enhances online trust with consumers through a comprehensive and easy-to-understand notice and choice program."

Consistent with the advertising industry coalition (4A's, AAF, ANA, DMA and IAB) and FTC guidelines, this combined in-ad privacy notification solution satisfies key self-regulatory requirements for OBA. In addition to offering in-ad notice, the companies will jointly monitor compliance, provide consumers access to TRUSTe's well-regarded complaint mechanism, and ensure consumer choices are respected by industry players. 

"The advertising industry is recognizing that privacy has to be a consideration in designing campaigns. And, as useful as informational icons may be, they know that privacy means more than simply the one-time deployment of an icon on an advertisement," said Christopher Wolf, founder and co-chair of the Future of Privacy Forum, an influential privacy think tank. "A good example of putting privacy protection behind the icon is what is going on at TRUSTe. The more than 3,000 brands already working with TRUSTe, and 35 billion impressions per month running on DoubleVerify's media verification services, will play an important role in facilitating consumer trust for advertisers. The Future of Privacy Forum commends TRUSTe and others in the space for their leadership in promoting advertising privacy through a self-regulatory regime."

About TRUSTe
Thousands of companies rely on TRUSTe's leading privacy trustmark to enhance consumer trust, drive increased registrations and transactions, and comply with complex privacy requirements. Consumers know that when they see the TRUSTe seal, they can "Click with Confidence" because the certified website is responsible with their personal information. TRUSTe has certified more than 40 percent of the top fifty websites, including Facebook, Yahoo, Microsoft, eBay, AOL, Adobe, AT&T, Comcast, Disney,, Apple, LinkedIn, Web MD, and Yelp. TRUSTe also certifies many of the top advertising and technology service providers for websites. For additional information on TRUSTe and its services, please visit

About DoubleVerify
DoubleVerify ( is the worldwide leader in online advertising verification and the top choice of marketers, agencies, ad networks and publishers looking to ensure brand safety, campaign transparency and regulatory compliance. DoubleVerify verifies more than 35 billion advertising impressions per month for hundreds of leading Fortune 500 marketers. DoubleVerify is headquartered in New York City, with engineering offices in Tel Aviv, Israel. Investors in DoubleVerify include Blumberg Capital, Institutional Venture Partners, First Round Capital and Genacast Ventures.

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