With 2 in 3 Consumers More Concerned About Privacy Than a Year Ago, New TRUSTe Study Finds Transparency, Education and Privacy Controls Make Big Difference for Behavioral Ads

San Mateo, CA – April 5, 2013 – Drawbridge, a cross-device advertising pioneer, has forged a partnership with TRUSTe, the leading global privacy management solutions provider, to deliver a cross-device advertising privacy solution. The partnership will integrate the industry-leading TRUSTed Mobile Ads privacy management service with the Drawbridge platform, delivering one of the first live, successful implementations of the TRUSTe solution for comprehensive consumer privacy preferences for mobile advertising.

According to TRUSTe, the ability for businesses to target mobile audiences with meaningful and relevant messages is still in its infancy for several reasons. First, the ecosystem is fragmented with multiple systems. Second, consumers lack insight and awareness of preference management solutions and how they provide access to persistent ad preferences and controls. TRUSTed Mobile Ads unifies these disparate pieces of the ecosystem to provide an easy-to-use solution for consumers to understand privacy and their rights when it comes to individual choice and informational notice.

The TRUSTed Mobile Ads solution includes:

  • Cross-platform interoperability – enables businesses to run technology, services and tools on the iOS and Android operating systems as well as mobile web and applications;
  • Preference Management – gives consumers the broadest and most flexible privacy preference controls for their mobile devices;
  • Awareness – provides businesses and consumers with background of compliant companies and mobile targeting processes;
  • Flexibility – enables businesses to deploy products from both the buy and sell sides within the application or in the ad.

“Coming from Google, AdMob and Yahoo!, the team at Drawbridge takes consumer privacy very seriously and this sensitivity forms the DNA of our company. We’ve carefully built Drawbridge’s core technology without the use of personally identifiable information or PII,” said Kamakshi Sivaramakrishnan, CEO and Founder of Drawbridge. “We chose TRUSTe as our partner because they have proven their experience and leadership over many deployments including adherence to international guidelines such as the EU Safe Harbor standard, key to our global client business. We are proud to be the first cross-device ad platform to deploy their solution.”

“We are excited to work with Drawbridge to drive innovative technologies into the mobile ad ecosystem while continuing to enhance consumer privacy management,” said Chris Babel, CEO of TRUSTe. “Drawbridge is committed to protecting consumer interests as they push the envelope of what is possible in cross-screen advertising solutions.”

Kamakshi founded Drawbridge in 2010 after leaving her role as senior optimization scientist at AdMob. The company officially launched their product in November 2012, and has paired over 500M mobile devices with desktop users, allowing Drawbridge to extend major third party data providers’ audience segments to mobile, and conduct desktop-to-mobile retargeting campaigns. Significantly, in pairing these devices, Drawbridge only uses information contained within publicly available ad requests. Drawbridge recently published a white paper detailing the methodology, data used, and accuracy of their pairing technology.

The Drawbridge implementation of the TRUSTed Mobile Ads privacy management solution is available today. To start making your mobile marketing or cross screen marketing more effective, please visit http://www.drawbrid.ge

About Drawbridge
Drawbridge has developed the first self-learning ad technology that leverages insights from cross-device behavior to enable advertisers and marketers to reach targeted mobile audiences. Drawbridge’s unique approach is built on a foundation of large-scale machine learning algorithms that correlate audience behavior across screens. Through its innovative technology, the company is able to gain insights and a much deeper understanding of mobile audience behavior than was previously possible. The company is located in Silicon Valley and is backed by Sequoia Capital, and Cleaner Perkins Caulfield and Byers. For more information, visit http://www.drawbrid.ge.

About TRUSTe

TRUSTe powers privacy compliance and trust by enabling businesses to use data across their customer, employee and vendor channels. We have nearly 20 years’ experience and a team of over 150 professionals dedicated to providing data privacy management solutions and services, including assessments, certifications and our SaaS-based Platform. The Data Privacy Management Platform provides control over all phases of privacy; from conducting assessments and implementing compliance controls to managing ongoing monitoring. Companies worldwide rely on TRUSTe to minimize compliance risk and protect their brand. For further information see www.truste.com

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