TRUSTed Ads Makes Sense with a Fast, Smooth Integration

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. (more…)

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

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)


Not Subject to OBA Principles? – Think Again!

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. (more…)

2012 TRUSTe Transparency Report

Melissa Pereira
Director of Corporate Communications | TRUSTe

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 doing the same by being transparent about our business, hence our annual release of the Transparency Report.  It’s our way of fostering an understanding by all stakeholders of how the TRUSTe privacy certification programs, monitoring solutions and compliance controls are relevant wherever personal data is collected, shared or used across websites, mobile apps, advertising and cloud services.


The TRUSTe Certified Privacy Seal is the most visible footprint of our brand – displayed on more than 5,000 online properties in more than 30 countries. To receive the seal, clients must participate in a rigorous certification process that includes adhering to our stringent program requirements. We enforce our certifications through ongoing monitoring, consumer dispute resolution, and mandatory annual re-certifications. TRUSTe gives consumers the opportunity to have their complaints heard and privacy issues addressed. Consequently in 2012, we successfully resolved nearly 10,000 consumer complaints.

To recount our commitment to technological advancements, the report also highlights TRUSTe innovations in 2012.  Some examples are expanding upon our monitoring products and compliance controls that leverage proprietary technology and our extensive expertise in privacy certification and compliance.  Specific to monitoring, the TRUSTe Website Monitoring Service enables clients to identify all tracking activity that is occurring on their digital properties, both authorized and unauthorized parties. With regards to compliance controls, we introduced two new offerings: the TRUSTed Consent Manager and TRUSTed Mobile Ads. 11 of the leading mobile advertising networks have now adopted TRUSTed Mobile Ads as the mobile advertising privacy management solution which unifies consumer preferences across the web and mobile web.  As the leading provider of the Ad Choices icon for online advertising, TRUSTe now serves tens of billions of privacy safe ads monthly, with our TRUSTed Ads solutions for online behavioral advertising.

To learn more, we encourage you to read through the 2012 TRUSTe Transparency Report.