June 6, 2013 – By Rimma Kats – Mobilemarketer.com

4Info and Truste have partnered together to protect consumer privacy when delivering mobile ads.

Through the partnership, Truste will let consumers opt-out of targeted advertising through its mobile ads preference manager. According to the company, an effort such as this will not only provide transparency, but also control to the mobile consumer audience.

“To paraphrase Voltaire, ‘with great power comes great responsibility’ and 4INFO has built powerful mobile advertising capabilities, and we want to be certain that we are using our technology in a responsible manner,” said Tim Jenkins, CEO of 4INFO, San Mateo, CA.

“To that end, we investigated many options for increasing both transparency and control for the consumers who see our advertising, and determined that Truste was best positioned to help us achieve our goals,” he said.

“We believe that the industry can only grow through responsible privacy practices, and we intend to lead the way in this effort.”

4INFO is a mobile advertising, media, and technology company that enables brands to identify and reach their customers on mobile connected devices via its mobile advertising platform, AdHaven.

Truste is a global privacy management solutions provider and offers a suite of services that enable multinational companies to handle the customer data powering their online businesses – including advertising, cloud services, mobile applications and Websites.

Mobile privacy
Earlier this year, Harris Interactive conducted research on behalf of Truste.

For its Online and Mobile Privacy Perceptions report, the company found that 42 percent of smartphone users identify privacy and security as top concerns, 85 percent said they would not download mobile applications that they did not trust.

Through the partnership, Truste mobile ads will be integrated within 4Info’s AdHaven platform to make sure that all privacy practices align with regulatory requirements.

“Integrating Truste mobile ads within the 4Info platform delivers immediate user trust by showing adherence to best mobile privacy practices,” said Chris Babel, CEO of Truste, San Francisco.

“In an exploding mobile market, trust is a strategic differentiator,” he said. “Through this partnership customers who rely on its mobile advertising platform can benefit from new and innovative technologies and convey instant brand integrity through compliance with all evolving regulatory requirements.”

Deep trust
According to 4Info’s Mr. Jenkins privacy is not a luxury – it is a requirement, especially in precision mobile audience advertising.

By partnering with Truste, the company is able to provide brand advertisers the security of advertising technology that meets privacy standards in the industry.

“By working with 4Info, Truste reinforces its dual commitment to support businesses as they implement new mobile advertising programs and to deliver privacy management policies that increase consumer understanding through transparency and choice,” Mr. Babel said.

Final Take

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at [email protected]. Follow her on Twitter: @RimmaKats.

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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