– As first to adopt the TRUSTed Ads Mobile Privacy Management Platform, Millennial Media shares results from their 2013 campaigns

LONDON, April 9, 2014 – TRUSTe, the leading global data privacy management company, today announced that it has more than doubled its mobile advertising partner base in the last year with a total of thirty-three networks now choosing to utilise TRUSTed Ads as their mobile advertising privacy solution. Since it was first to market two years ago, TRUSTed Ads has powered billions of privacy safe mobile ads, helping to support the explosion in mobile advertising innovation and growth through building consumer trust and understanding about behavioural advertising.

TRUSTed Ads is a comprehensive mobile advertising privacy solution that can be easily deployed across both mobile web and mobile apps, to meet the EU Self Regulatory Programme for OBA and the DAA Mobile Guidelines through offering consumers transparency and choice. TRUSTed Ads includes an easy-to-use preference management system that is accessed through the AdChoices icon and enables consumers to manage their personal privacy settings across mobile devices and websites, as well as a mobile app SDK for iOS and Android.

Recent independent research by Harris Interactive found that 70% of British consumers do not like the idea of being tracked on their mobile devices yet 43% felt more positive about Online Behavioural Advertising (OBA) when presented with the AdChoices icon, and 40% said they felt more positive about the advertiser.

Rich Qiu, Vice President Business Development & Mobile at TRUSTe said:

“In 2012, the mobile ad industry was potentially on a collision course with consumers as it developed increasingly innovative and potentially intrusive forms of tracking and behavioural targeting alongside growing consumer questions about the volume and type of personal data being collected on smartphones.

“Our market-leading mobile advertising privacy solution TRUSTed Ads, has proved to be ahead of the game in anticipating self-regulatory guidelines and delivering mobile privacy best practices making it a clear choice for forward-thinking ad networks such as Millennial Media, StrikeAd and byyd.

“By ensuring transparency about data collection on mobile devices, we increase consumer confidence and establish a foundation that allows businesses to effectively implement new and transformative mobile technologies. We are proud to be working with all our mobile advertising partners and continuing to innovate to help them take advantage of the opportunities as mobile becomes the platform of choice for consumers.”

TRUSTed Ads expands mobile partner base worldwide

Since its launch in April 2012, thirty-three leading mobile ad networks have now chosen to partner with TRUSTe to meet self-regulatory guidelines and provide consumers with control of behavioural targeting, particularly on mobile.

Gavin Stirrat, COO, StrikeAd said:

“StrikeAd’s partnership with TRUSTe reflects how seriously we consider data privacy and its ongoing implications. As mobile ad tracking and serving technology rapidly evolves, we rely on our relationship with TRUSTe to give both consumers and brands alike peace of mind that we’re fully data management and privacy compliant.”

Victor Malachard, CEO and Co-founder, byyd said:

“With TRUSTe we could deliver on a core promise to protect and maintain data privacy. We found it easy to implement a solution which helped us to deliver mobile-best privacy practices, meet self-regulatory requirements and satisfy the needs of key clients. This integration of best-in-class technology benefits the whole advertising ecosystem.”

Millennial Media chooses TRUSTe for mobile privacy best practice

Before Millennial Media continued the global roll out of its Mobile Audience Solutions (MAS) behavioural targeting solution in the UK in January 2013, it wanted to be certain that it continued to be a leader in offering products that reflect industry best practices when it comes to mobile privacy. Millennial Media chose to partner with TRUSTe and use TRUSTed Ads, to meet the complex needs of their current agency clients, while maintaining consumer trust in the brands they represent.

Over a nine month period between April and December 2013, Millennial Media ran thousands of campaigns for clients across multiple industries within the UK market. Out of all impressions approximately 0.23% of users clicked on the icon and reviewed their preference options of whom a further 0.2% chose to opt-out. These stats show consumers want transparency and control due to the engagement with the AdChoices icon with very little opt-out.

Ho Shin, General Counsel and Chief Privacy Officer, Millennial Media, said:

“We process massive amounts of data to provide comprehensive advertising solutions, making it vital that we build trust for the advertising community by giving consumers control to engage in an increasingly mobile world. With global compatibility, TRUSTed Ads also supports our customers’ worldwide mobile marketing objectives by adhering to industry-leading standards of privacy in the U.S. as well as internationally.”

For more information about TRUSTed Ads go to http://www.truste.com/products-and-services/enterprise-privacy/TRUSTed-ads

About TRUSTe

TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across web, mobile, cloud and advertising channels. Our cloud-based Data Privacy Management Platform delivers innovative technology products, including website monitoring and advertising compliance controls – along with privacy assessments and certifications. More than 5,000 companies worldwide, including Apple, Disney, eBay, Forbes, LinkedIn and Oracle rely on our DPM platform and globally recognised Certified Privacy Seal to protect/enhance their brand, drive user engagement and minimise compliance risk. For more information, please visit www.truste.com.