November 01, 2011 09:00 ET

TRUSTe Awarded New Customer Contracts With Major Brands to Deliver Online Behavioral Advertising Compliance Services

Already Serving Over 15 Billion OBA Notices per Month, OBA Compliance Leader Signs New Customers, Including AOL, One of the Industry's Largest Advertising Networks

SAN FRANCISCO, CA--(Marketwire - Nov 1, 2011) - TRUSTe, the leading online privacy solutions provider and largest DAA-approved online behavioral advertising (OBA) compliance provider, today announced that some of the world's largest brands have selected and will standardize on its OBA self-regulatory compliance platform, TRUSTed Ads. Through the agreement with TRUSTe, these companies and advertisers on their sites will gain immediate access to a trusted and comprehensive OBA compliance solution designed to clearly and easily educate consumers about their privacy practices, while protecting their businesses from privacy risks through compliance with emerging self-regulatory requirements.

TRUSTe announced today that, among others, the following companies have adopted the TRUSTed Ads platform:

  • AOL
  • Alamo Rent A Car
  • Choice Hotels
  • Comcast
  • Mandalay Bay Resort & Casino
  • Progressive® Insurance

"The momentum that TRUSTe is achieving through the TRUSTed Ads OBA platform represents an amazing opportunity to ensure the safety of behavioral advertising," said Chris Babel, CEO of TRUSTe. "Through these new contracts, TRUSTe continues to provide a flexible and reliable privacy solution for major brands, networks and advertisers, while educating and building consumer trust through transparency and choice. We are incredibly excited by the difference we are making both with the traction we've already achieved and the enormous scale being met through these new contracts."

TRUSTe: Setting the Gold Standard for OBA Compliance Services
Since the start of the year, the number of in-ad notices managed through TRUSTed Ads has grown in volume by 170 times, solidifying TRUSTe's reputation as the de facto OBA compliance choice for advertising platforms, advertisers and publishers.

TRUSTed Ads serves over 15 billion notice impressions per month, and more than a hundred operational companies spanning the entire advertising industry have already chosen TRUSTed Ads as their OBA compliance solution of choice, including top consumer brands, DSPs, advertising networks, publishers and data aggregators, giving it the largest footprint across the online advertising ecosystem.

TRUSTe's well-established reputation through its highly recognized and trusted consumer privacy brand has contributed to the success of its OBA compliance services. With more than 4,500 customers relying on the TRUSTe trustmark, TRUSTe provides privacy certification services to meet their needs on all emerging online platforms -- whether the web, mobile or the cloud.

About TRUSTed Ads
TRUSTed Ads is the largest DAA-approved OBA compliance provider by sheer volume and features the DAA's "Advertising Option Icon" -- the acknowledged global mark for enhanced notice and choice -- as part of its self-regulatory program to provide consumers with clear notice and choice for OBA.

TRUSTed Ads provides consumers access to easy-to-understand educational material and concise advertisement notification with both opt-in and opt-out capabilities. Through a single integrated privacy platform for OBA compliance, TRUSTed Ads gives the advertising community a branded and customizable consumer privacy notice solution that quickly conveys responsible privacy practices. With TRUSTed Ads, advertisers, publishers and others in the advertising community can keep pace with the rapidly evolving privacy landscape and regulatory changes and provide consistent and recognized certification of all privacy practices.

Supporting 34 languages, TRUSTed Ads provides a customizable OBA solution for the global market that can be easily implemented through all online channels, including video and mobile, as well as the web.

For more information about TRUSTed Ads, go to

About TRUSTe
TRUSTe is the leading online privacy solutions provider and provides a broad suite of privacy services to help businesses build trust and increase engagement across all of their online channels -- including websites, mobile applications, advertising, cloud services, business analytics and email marketing. Over 4,500 web properties including those from top companies like Apple, AT&T, Disney, eBay, Facebook, HP, Microsoft, Nationwide, Pfizer and Yelp rely on TRUSTe to ensure compliance with evolving and complex privacy requirements. TRUSTe's mission, based on a "Truth in Privacy" framework, is built on a solid foundation of transparency, choice and accountability regarding the collection and use of personal information. TRUSTe's privacy seal is recognized and trusted by millions of consumers as a sign of responsible privacy practices. For additional information on TRUSTe and its offerings, please visit

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