There are some big challenges ahead for mobile advertising, as the industry faces increasing scrutiny from the federal regulators, and as Apple phases out the UDIDs used by advertisers and publishers to identify users. Now privacy company TRUSTe is offering a new way for advertisers to address some of these concerns.
The program is called TRUSTe Mobile Ads, and it allows consumers to opt-out of both targeted advertising and data collection. When an ad is shown by one of TRUSTe’s partners, it includes a small AdChoices icon. If someone taps on the icon, they’re taken to a page where they can opt-out of collection and targeting from an individual network, or from all of TRUSTe’s partners. Those preferences are then remembered through a system called the Trusted Preference Identifier.
The program also aligns with the AdChoices principles laid out by the Digital Advertising Alliance, TRUSTe says.
The company announced the program at today’s ad:tech conference in San Francisco. The initial partners are ad networks Greystripe, HasOffers, Human Demand, InMobi, Medialets, Nexage, and (on the publishing side) Electronics Arts.
“The need for a standardized cross-platform approach to mobile privacy is essential to maximize mobile advertising opportunities, address growing regulatory concerns and build trust for consumers,” said TRUSTe CEO Chris Babel in a press release.
TRUSTe provides online privacy technology and certifications to over 5,000 customers around the world. The company’s technology platform, TRUSTed Ads, provides privacy notice and choice to more than 1 billion daily ad impressions. TRUSTe’s online privacy certifications cover websites, mobile apps, cloud/Saas platforms, emails, & software downloads. Headquartered in San Francisco, TRUSTe is a venture-funded company whose investors include Accel Partners, Jafco Ventures, DAG Ventures, and Baseline Ventures.