Early Adopters Of Online Behavioral Advertising Self-Regulatory Standards Make Their “Mark”


halo_smallADOTAS – TRUSTe announced that its TRUSTed Ads Privacy Platform has been named an Approved Provider by the Digital Advertising Alliance (DAA) — the advertising industry’s governing body for ad privacy — as part of its Self-Regulatory Program to provide consumer choices for online behavioral advertising (OBA), according to a report published by marketwire.com, and others. To further accelerate self-regulation within the advertising industry, TRUSTe also announced that it will offer free trial usage of TRUSTed Ads — a comprehensive platform for empowering OBA compliance for both advertisers and publishers — to any business. The Congressional Internet Caucus Advisory Committee (ICAC) recently showcased the TRUSTed Ads platform at its 14th Annual Technology Exhibition.

By achieving rigorous DAA Approved Provider status, TRUSTe can feature the industry-wide “Advertising Option Icon” for all in-ad placements on the TRUSTed Ads platform, becoming one of the earliest adopters of the DAA’s policies and indicating compliance with its self-regulatory accountability program introduced in October last year. The DAA approval shows that TRUSTed Ads adheres to all self-regulation standards outlined in the Self-Regulatory Principles for Online Behavioral Advertising released in July 2009. Using the DAA Advertising Option Icon on advertisements establishes a high level of legitimacy for companies by immediately making their OBA practices transparent for consumers.

“The DAA’s approval builds upon the TRUSTe brand as the premier online privacy symbol on any platform — increasing our high credibility among consumers and regulators by extending it even further into the advertising world,” said Chris Babel, CEO of TRUSTe. “By giving consumers more control over interest-based ads on the sites they’re visiting, TRUSTed Ads substantially increases consumers’ confidence. Simultaneously, the platform provides agencies, advertisers, networks and publishers an effortless way to comply with new self regulatory requirements without stalling innovation in web-based advertising.”

This news comes on the heels of a push by online advertising and marketing industry organizations to promote transparency in OBA practices. TRUSTe has long sought to position itself as a recognized symbol of online security. Some obvious conflicts of interest arise when it comes to the self-regulation of the advertising and marketing industries. To make the public more aware goods and services has come to mean occupying more and more of our individual privacy. Counter to the prevailing societal trends, this page supports any effort to respect the privacy of individuals.


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