TrustArc Blog

TRUSTed Ads Makes Sense with a Fast, Smooth Integration

October 28, 2013

Sense Networks is the leader in applying mobile location and behavioral targeting data to connect brands with relevant mobile users, through mobile ads.

Increasing privacy concerns among both consumers and brands, along with the recent launch of the Digital Advertising Alliance (DAA) Mobile Principles, led Sense Networks to partner with TRUSTe to offer a mobile advertising solution that provides privacy protection and increased trust and engagement with consumers. Read more “TRUSTed Ads Makes Sense with a Fast, Smooth Integration”

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”

Not Subject to OBA Principles? – Think Again!

May 28, 2013

Tony Berman
Senior Product Manager | TRUSTe


Last week we were approached by a globally recognized brand to advise on a Letter of Inquiry from the Council of Better Business Bureau (CBBB) regarding compliance with OBA principles. TRUSTe welcomed the opportunity to help jump in and advise on a corrective course of action, including immediate next steps.

We all know the CBBB, in its role as a consumer advocate, helps consumers resolve service disputes with companies that they have purchased products from, but did you know that the CBBB also administers the Online Interest-Based Advertising (OBA) Accountability Program, under the policy guidance of the Advertising Self-Regulatory Council?  The Accountability Program is the independent enforcement agent of the Digital Advertising Alliance (DAA).

The mission of the Accountability Program is to build consumer trust in Online Behavioral Advertising (OBA) by ensuring that companies engaged in OBA comply with the OBA Principles. Read more “Not Subject to OBA Principles? – Think Again!”

2012 TRUSTe Transparency Report

April 22, 2013

Melissa Pereira Director of Corporate Communications | TRUSTe @melissadpereira Today we’re releasing our 2012 TRUSTe Transparency Report.  It details how TRUSTe helps companies conduct business in a privacy-safe manner while also building trust, driving engagement and ensuring compliance.  The report provides an overview of TRUSTe technology developments and privacy certifications over the past year.  We also share the certification, enforcement and consumer dispute resolution processes, including a summary and analysis of the consumer privacy disputes processed in 2012. Just as we help our clients bring transparency, accountability and user choice to their online products and services, TRUSTe is committed to … Continue reading 2012 TRUSTe Transparency Report

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”

TRUSTe and ValueClick Partner On Privacy

November 28, 2012

John Gamble
Marketing Manager | TRUSTe

Earlier today we announced an exciting new addition to our client roster, with ValueClick (and its subsidiary brands Dotomi, Greystripe, and MediaPlex) becoming global users of our advertising privacy technology, TRUSTed Ads.  The TRUSTed Ads platform provides a display-ad and publisher technology that enables companies to comply with self-regulatory standards in the United States and Europe, providing consumers with scalable privacy notice and choice around behavioral advertising. Our TRUSTed Ads platform has grown in leaps and bounds and now supports billions of ad impressions every day.

“At ValueClick, we’re committed to delivering the best results possible for our clients. By choosing TRUSTe for privacy management, we are ensuring that our customers are exceeding the standards in online privacy,” said Jason Bier, Chief Privacy Officer for ValueClick. “Our needs are complex, including personalized digital advertising across many devices in the U.S. as well as multiple international markets. TRUSTe has the right privacy solutions to bridge all of these needs.”

ValueClick has also partnered with TRUSTe to further develop and advance our equivalent technology for the mobile advertising ecosystem. When it comes to delivering scalable advertising privacy notice and choice in the mobile ecosystem there are some unique challenges. Mobile devices, for example, do not typically support cookies,  so cookie-based opt-out management does not work.  Our VP of Product, Kevin Trilli, detailed the tracking intricacies of the latest iOS system in a blog post this fall, illustrating  just one of the many mobile privacy challenges that the industry faces.  Successful privacy solutions in the mobile space must be able to address a range of tracking and targeting technologies, in an advertising ecosystem that is more fragmented and  less standardized than the traditional display advertising.  Read more “TRUSTe and ValueClick Partner On Privacy”