Online ad self-regulation group endorses 'Trusted Ads' platform

Share this article:

Online advertising self-regulation group the Digital Advertising Alliance endorsed TRUSTe's “Trusted Ads” platform on January 20, prior to the service's rollout. It is the group's third approval of an online ad platform.

Online security firm TRUSTe, which launched a pilot program last year, said it will roll out the ad platform after the DAA endorsement, offering a free trial to publishers and advertisers. Evidon, formerly known as Better Advertising, and DoubleVerify are the two other companies endorsed by the organization.

The Trusted Ads platform, used by companies such as Publishers Clearing House, Intuit Media and Media6Degrees, allows companies to tag every ad with the “advertising option” icon. When a consumer clicks on the icon, he or she will see a pop-up window with details about online ads and ad networks, as well as information on opting out of all or some tracking.

“We're pretty confident that companies are going to be pleased with the overall consumer experience,” said Fran Maier, president of TRUSTe. “We expect that few consumers will actually opt out, but it will give the companies the opportunity to express the kind of transparency and choices available to consumers.”

The DAA confirms that advertisers and publishers using an online advertising platform are in compliance with self-regulation guidelines established in 2009 before endorsement. A range of industry organizations, including the Direct Marketing Association, the Better Business Bureau and the Interactive Advertising Bureau developed the Self-Regulatory Principles for Online Behavioral Advertising in July 2009 in response to calls for greater transparency and consumer control in data collection.

The platform also allows advertisers to track and report on how consumers are interacting with the ads.

“We're talking with policymakers about the success of the program, and they want to see us succeed,” said Stuart Ingis, partner at Venable LLP and counsel to the DAA and the DMA. “We're excited about the TRUSTe announcement because they have a good client base that will be deploying the icon, and a well-known brand in the consumer trust area.”

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.