TrustArc Blog

Deep Dive into the DAA’s Application of Self-Regulatory Principles to the Mobile Environment

October 08, 2013

Rick Armstrong, Senior Product Marketing Manager

TRUSTe’s insights into DAA’s mobile regulatory guidelines along with DAA-complaint TRUSTed Ads.

Online Behavioral Advertising (OBA) has expanded from desktop and into the realm of mobile and tablet devices.  As a result of this evolution, privacy concerns are on the rise.  TRUSTe issued 2 new consumer research reports this year, the Consumer Privacy Confidence Report (1) and the Consumer Data Privacy Study—Mobile Edition (2), which found that:

  • 7 out of 10 smartphone users are more concerned about their privacy on smartphones than 1 year ago (1)
  • 7 out of 10 consumers do not like the idea of being tracked on their mobile devices (2)
  • Nearly 8 out of 10 consumers will not download an app that they don’t trust (2)

Read more “Deep Dive into the DAA’s Application of Self-Regulatory Principles to the Mobile Environment”

Eric Rosenblum, COO of Drawbridge, Joins TRUSTe at the 2013 “Powering Trust” Roadshow to Encourage Privacy Commitments Across Devices

October 03, 2013

Daryl McNutt, VP Marketing Drawbridge

In today’s mobile-focused world, a user’s privacy is not only the most important, but also the hardest thing for companies to promise. Many ad exchanges, big-name brands, and app developers aren’t yet sure how to effectively target users on mobile without accessing personally identifiable information (PII). However, for some companies, the pledge to protect consumer privacy comes first and foremost when introducing cross-device technology – and Drawbridge is one of those companies.

Read more “Eric Rosenblum, COO of Drawbridge, Joins TRUSTe at the 2013 “Powering Trust” Roadshow to Encourage Privacy Commitments Across Devices”

Ad:tech San Francisco 2013

April 09, 2013

Melissa Pereira
Director of Corporate Communications | TRUSTe

Join us at Ad:tech SF 2013 (#adtechSF) TRUSTe (booth 2215) to learn more about how we’re providing leading privacy management solutions to the advertising ecosystem players: ad networks, brand advertisers and publishers.

Although mobile advertising is maturing, the market still lacks a comprehensive approach to transparency and choice for consumers. There is a critical need for a solution to deliver the combined ability to unleash the value of data—giving real economic value to consumers, brands and publishers—while protecting consumer privacy.

Today, TRUSTe, Nexage and Tapad unveiled a first-to-market mobile privacy solution to provide consumers with clear notice and persistent opt-out preference controls within mobile apps through real-time bidding (RTB) exchange. This solution serves as a foundation for how data should drive the mobile advertising ecosystem – it integrates the TRUSTed Mobile Ads privacy management solution through the Nexage Exchange, making it available to Tapad’s clients.

This breakthrough solution is currently being tested and slated to go live within the month.  The solution enables roughly 100 million consumers to easily control their privacy settings via an integrated system.   Read more “Ad:tech San Francisco 2013”

Banana Republic Unveils Innovation in Mobile Advertising

March 22, 2013


Hats off to Gap Inc.’s Banana Republic mobile advertising campaign that offers consumers additional discounts through their mobile devices — that can be used either in-store or online.  Announced today on Mobile Commerce Daily, the campaign, which offers a 10% off coupon that can be redeemed in-store, aims to drive consumer sales.

Through TRUSTed Mobile Ads preference manager, consumers now have the power to control their ad preferences while viewing ads. With a simple click of the AdChoices icon, consumers can trust that their privacy preferences are protected. Read more “Banana Republic Unveils Innovation in Mobile Advertising”

UK Advertising Standards Agency To Enforce New OBA Rules From Today

February 04, 2013

Danilo Labovic
EU Managing Director | TRUSTe

These new rules mean that as of today (4 February) ads presented to UK consumers based on browsing history data (Online Behavioural Advertising OBA), will have to include information within (or near the ad) explaining to consumers that they have been targeted using OBA and provide a way to opt out. These rules are consistent with the existing IAB Europe Self-Regulatory Framework for OBA, but from now on consumer complaints and enforcement will be handled by the UK Advertising Standards Agency.

The TRUSTe 2012 UK Consumer Data Privacy Study showed that 79% of consumers are aware of OBA and 53% of consumers do not like it. However, the research also showed that good privacy practices make a difference – 51% of consumers are more inclined to click on an advertisement that gives them the option to opt out of online behavioural advertising and 55% are more likely to continue to visit websites from publishers and advertisers that give them the option to opt-out.

One of the easiest ways to give consumers the transparency and choice they want, and comply with the new rules, is through a product such as TRUSTed Ads EU.  TRUSTed Ads is the leading, global self-regulatory platform for OBA compliance that enables businesses to seamlessly provide notice and choice within targeted ads through the AdChoices icon.  Consumers that click on the icon can then follow the link to “Set Your Ad Preferences”, and opt out of behaviourally targeted advertising through the TRUSTe-powered or IAB-powered Preference Manager. Read more “UK Advertising Standards Agency To Enforce New OBA Rules From Today”