November 09, 2011 11:00 ET

TRUSTe Introduces Comprehensive Privacy Compliance Solutions for Real-Time Monitoring of Third Party Data Collection

New Data Leakage Monitoring Services, Plus a Real-Time Compliance Dashboard, Establish New Privacy Parameters, Make It Easier to Ensure Transparency and Accountability

NEW YORK, NY--(Marketwire - Nov 9, 2011) - Today at ad:tech NY, TRUSTe, the leading online privacy solutions provider and largest DAA-approved online behavioral advertising (OBA) compliance provider, unveiled two new privacy solutions for third party data collection, including new data leakage monitoring services and a real-time compliance dashboard. The new solutions allow advertisers, agencies, DSPs and publishers to keep pace with rapid developments and compliance requirements in the online advertising industry by addressing and monitoring the activity of third party advertising data and service providers on their sites. In doing so, these powerful solutions enable companies to ensure that they are in compliance for any indirect activity on their sites -- beyond requirements stemming directly from their own behaviors.

"The online advertising industry is moving at a breakneck pace, but TRUSTe is at the forefront delivering the needed measures to help businesses show that they respect the privacy rights of their customers and are adhering to all emerging compliance requirements," said Chris Babel, CEO for TRUSTe. "Our priority is to provide simple yet effective privacy solutions across all online channels. Third party activity is a growing concern in online advertising, and we are proud to be the first to address this issue head on with high quality privacy solutions that are the TRUSTe trademark."

TRUSTe - Delivering a Comprehensive Suite of Website Compliance Solutions
With the addition of its data leakage monitoring services and real-time compliance dashboard, TRUSTe now offers first party publishers and website owners the most comprehensive suite of website compliance services available.

Data Leakage Monitoring Services
With TRUSTe's new data leakage monitoring services, advertisers, publishers and website owners can monitor, interpret and respond to third party data collection on their sites. This capability allows them to proactively protect their audience and site assets from being used inappropriately by unauthorized third parties or competitors wishing to monetize the information -- supporting their own efforts to drive higher revenue per page and per user. With these new services, publishers and website owners can further guarantee that they are in compliance with all regulatory requirements through the full and accurate disclosure of third party behaviors on their sites.

TRUSTe's approach for data leakage leverages the following unique capabilities:

  • TRUSTe's Website Data Analysis Platform - a dynamic, multi-approach privacy detection system which simulates user interactions across websites to detect all third party interactions with website visitors. This system is customizable to scan a list of websites at desired frequencies and depths to provide a full time-based inventory of all third parties.
  • TRUSTe Data Provider Directory - a tracker data system featuring an inventory of hundreds of third party tracker domains, providing rich and unparalleled privacy profiles for all individual trackers.
  • Enhanced data privacy services through the integration of the system-generated tracker profile data into TRUSTe's suite of extensive web privacy services, including its DAA-approved TRUSTed Ads platform, TRUSTed Data Collection Program and other third party data solutions. TRUSTe's new Real-time Compliance Dashboard enables easy access to all profile data through these web privacy services and is a key component of the new data leakage monitoring solution.

Real-time Compliance Dashboard
TRUSTe's real-time dashboard provides a simple and effective way for website owners to continuously track privacy compliance exposure on their platform, as well as partner/vendor platforms, allowing them to be timely and proactive in ensuring their customers' privacy. Through the touch of a fingertip, advertisers, agencies, DSPs and publishers have seamless and immediate access to all of TRUSTe's product reporting, alerts and privacy summary data, allowing them to easily monitor the third party technology implementation of media partners and vendors to determine whether it meets their own policy directives.

Combined with TRUSTe's Data Leakage Monitoring Services, the Real-Time Compliance Dashboard gives publishers the most powerful compliance solution available for third party data collection, allowing them to easily comply with emerging regulatory requirements. Companies already using the TRUSTed Ads platform can also benefit through the Real-Time Compliance Dashboard, with greater transparency and understanding about their OBA programs.

Both the data leakage monitoring services and real-time compliance dashboard will be available in Q1 2012. Interested companies wishing to participate in the final beta period should contact TRUSTe immediately at 415.520.3490. For more information about the new solutions and TRUSTe's suite of website compliance solutions, contact TRUSTe at

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.

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