January 20, 2011 08:00 ET

TRUSTe's TRUSTed Ads Privacy Platform Endorsed by Digital Advertising Alliance

Digital Advertising Alliance (DAA) Awards TRUSTe Approved Provider Status for Its Compliance With Self-Regulatory Guidelines for Online Behavioral Advertising

NEW YORK, NY--(Marketwire - January 20, 2011) -  Today, at Mediabistro's Digital Privacy Forum, TRUSTe, the leading privacy trustmark and provider of privacy solutions, announced that its TRUSTed Ads Privacy Platform has been named a Approved Provider by the Digital Advertising Alliance (DAA) -- the advertising industry's governing body for ad privacy -- as part of its Self-Regulatory Program to provide consumer choices for online behavioral advertising (OBA). To further accelerate self-regulation within the advertising industry, TRUSTe also announced that it will offer free trial usage of TRUSTed Ads -- a comprehensive platform for empowering OBA compliance for both advertisers and publishers -- to any business. The Congressional Internet Caucus Advisory Committee (ICAC) recently showcased the TRUSTed Ads platform at its 14th Annual Technology Exhibition. For more information about TRUSTed Ads, interested parties can go to

By achieving rigorous DAA Approved Provider status, TRUSTe can feature the industry-wide "Advertising Option Icon" for all in-ad placements on the TRUSTed Ads platform, becoming one of the earliest adopters of the DAA's policies and indicating compliance with its self-regulatory accountability program introduced in October last year. The DAA approval shows that TRUSTed Ads adheres to all self-regulation standards outlined in the Self-Regulatory Principles for Online Behavioral Advertising released in July 2009. Using the DAA Advertising Option Icon on advertisements establishes a high level of legitimacy for companies by immediately making their OBA practices transparent for consumers.

"The DAA's approval builds upon the TRUSTe brand as the premier online privacy symbol on any platform -- increasing our high credibility among consumers and regulators by extending it even further into the advertising world," said Chris Babel, CEO of TRUSTe. "By giving consumers more control over interest-based ads on the sites they're visiting, TRUSTed Ads substantially increases consumers' confidence. Simultaneously, the platform provides agencies, advertisers, networks and publishers an effortless way to comply with new self regulatory requirements without stalling innovation in web-based advertising."

"TRUSTe is a leading brand for businesses communicating trust to consumers in the online world," said Stuart P. Ingis, Venable LLP and Counsel to the DAA. "Having the TRUSTed Ads platform as an Approved Provider furthers the overall goal of securing industry-wide self-regulation by communicating safe engagement to consumers and site integrity. Adhering to the DAA regulatory program increases trust and transparency for consumers and -- by following widely agreed upon standards -- encourages further advancements in the advertising industry."

From an advertisement with the Advertising Option Icon or from a publisher's notice, TRUSTed Ads delivers clear and meaningful disclosure about the collection and use of consumers' personal data, allowing them to instantly change their preferences or opt out altogether. In addition, the platform gives the advertising community a seamless mechanism to fulfill the compliance reporting required for emerging self-regulatory standards, while concurrently allowing them to leverage the recognized TRUSTe brand -- communicating to consumers that their personal information will be handled with utmost care. TRUSTe's previously announced distribution partnership with AdSafe Media, the rating standard of online media, integrates the TRUSTed Ads platform with AdSafe's verification offering to deliver an even more powerful and convenient solution for advertisers.

Endorsement Builds on TRUSTed Ads Privacy Platform for Education, Notice and Choice
The DAA-approved TRUSTe TRUSTed Ads platform is a privacy solution that is already in place and being used today. Businesses, as well as leading advertising platforms, have implemented the robust and easy-to-use ad notice solution since its introduction in October 2010.

"As a long-time TRUSTe sealholder, we value the confidence the privacy trustmark gives to consumers," said Seth Greenberg, Vice President, Intuit Media & Digital Marketing. "Now with TRUSTed Ads, we can extend that confidence to consumers online."

"Consumer privacy is critically important to Media6Degrees. We picked TRUSTed Ads to provide notification of opt out choices because TRUSTe is the standard for quality among online users," said Andrew Pancer, COO of Media6Degrees. "The DAA's approval of TRUSTed Ads further validates our commitment to treat consumer information respectfully and to fully comply with all industry self-regulatory requirements."

"With the TRUSTed Ads program, we have found that only a very small number of our customers will choose to opt out of interest-based ads placed on our site," said Sal Tripi, Senior Director of Operations and Compliance at Publisher's Clearing House, one of the largest direct marketing companies in the world. "We believe that consumers appreciate being given the ability to make and enforce their own choices. Giving them that ability -- coupled with the peace of mind provided by the well-established TRUSTe brand as an immediate trust indicator -- appears to provide them with the reassurance they need to feel comfortable proceeding."

About Digital Advertising Association
Launched by the nation's largest media and marketing trade associations: the American Association of Advertising Agencies(4A's), the American Advertising Federation (AAF), the Association of National Advertisers (ANA) the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB), with support from the Council of Better Business Bureaus (CBBB), and the Network Advertising Initiative (NAI), the Self-Regulatory Program for Online Behavioral Advertising responds to the Federal Trade Commission's call for more robust and effective self-regulation of online behavioral advertising practices that would foster transparency, knowledge and choice for consumers. The Program promotes the use of the "Advertising Option Icon" and accompanying language, to be displayed where data is collected and used for behavioral advertising. The Advertising Option Icon indicates a company's use of online behavioral advertising and adherence to the Self-Regulatory Principles for Online Behavioral Advertising, guiding the Program. More information about the DAA and its member associations is available at:

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

Contact Information