Today we announced that we are an Approved Provider by the Digital Advertising Alliance (DAA), the coalition of advertising industry groups that have come together to create a Self-Regulatory Program for Behavioral Advertising.


This is the next new phase for TRUSTe and a further broadening of our suite of privacy services.


This is great news for us and our clients. This means that companies who work with TRUSTe’s Online Behavioral Advertising compliance program, TRUSTed Ads, are deemed compliant with the DAA’s self-regulatory requirements.


In addition, yesterday with the Future of Privacy Forum I met with FTC Chairman Jon Leibowitz as well as other FTC staff. The clear takeaway is that the FTC is looking for companies to adopt the self-regulatory guidelines. They want to see success and NOW is the time to act.


For current TRUSTe clients, TRUSTe and TRUSTed Ads can now provide a single privacy platform that covers all your advertising, website, platform, and mobile privacy needs in a unified manner:

a. Ensuring consistent messaging to your consumers
b. Bringing compliance reporting and management into a single, actionable dashboard
c. Keeping pace with the entire evolving privacy landscape across the globe through a unified provider
d. Providing consistent & recognized certification of all privacy practices, which can also be presented to consumers in your OBA disclosures


TRUSTe is the only DAA-approved vendor with a brand that is recognized and trusted by consumers. The metrics support this; in a/b tests the TRUSTe seal repeatedly improves transactions rates and consumer trust scores.


With over a decade of experience in privacy, TRUSTe is the only DAA-endorsed provider with long-standing credibility with privacy regulators; for example, TRUSTe was the only provider mentioned by the FTC in its recent privacy report. TRUSTe is also the largest COPPA Safe Harbor organization (designated by FTC) and Safe Harbor for EU data (designated by Dept. of Commerce).


TRUSTe’s TRUSTed Ads platform has been built by ad industry veterans and is an extension of our long-standing & battle-tested infrastructure that is currently serving thousands of clients including designed to scale to tens of billions of calls per month.


Finally, we know how to help you demonstrate compliance. We are the only provider that generates compliance reporting that goes far beyond other providers’ simple icon-count reports.


You’ll be hearing from me, your account team, or Bob Bahramipour on TRUSTed Ads and we hope you’ll join us in this new phase.