Mpire Gets TRUSTe Seal of Approval
ADOTAS – The graphic novel and movie version of “Watchmen” gave new popularity to the old Latin phrase, “Quis custodiet ipsos custodes?” — best translated into English as “Who watches the watchmen?” In particular, ad networks and exchanges across the Internet have molded the phrase into “Who verifies the verifiers?”
In terms of data privacy, for Mpire and its ad verification software AdXpose, it’s TRUSTe, which certifies top publishers and advertising and technology providers as treating. According to Mpire, the TRUSTe seal on the AdXpose site and platform makes it the first ad verifier to receive third-party privacy endorsement and means the company is devoted to transparency.
“From this collaboration, we’ve created new best practices and benchmarks that, for the first time, gives agencies, advertisers, networks and publishers a standard by which to measure their verification vendor’s data operations and privacy policies,” said TRUSTe CEO Chris Babel.
The certification process examined Mpire’s data collection and management practices to ensure that third parties and unauthorized personnel kept their filthy hands away. The AdXpose privacy policy was then modified before being approved by TRUSTe as meeting its high standards of client privacy.
“The question — ‘Who is verifying the verification companies?’ — has been posed in multiple venues, but never adequately answered until today,” said Mpire President and CRO Kirby Winfield. “The TRUSTe Seal unequivocally communicates that our own business practices stand up to the same level of scrutiny that advertisers expect of the rest of the industry.”
But will this certification quell networks and exchanges, whose larger concerns lie with how verifiers qualify content?
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