Welcome!

News Feed Item

TRUSTe Launches TRUSTed Interests - Putting Consumers in Control of Their Digital Experience

-- In Field Tests, 9 out of 10 People Provide Advertisers With Their Interests To Customise Ads

LONDON, March 25, 2014 /PRNewswire/ -- Today, TRUSTe, the leading global data privacy management company, introduced TRUSTed Interests, the first privacy-friendly interests management solution putting consumers in direct control of their digital experience. TRUSTed Interests is an extension to the TRUSTe Data Privacy Management Platform which enables consumers to share and manage details of their interests across mobile and desktop devices.

Logo - http://photos.prnewswire.com/prnh/20140106/CL40095LOGO

Independent research by Ipsos MORI reveals while 82% of consumers are concerned about the type of personal information collected through their web-browsing history, some consumers are willing to share details of specific products and services they are interested in with advertisers in exchange for a more relevant ad experience. The initial implementations of TRUSTed Interests are focused on creating a better consumer advertising experience to benefit the entire ad ecosystem through the delivery of privacy-friendly, relevant ads. In field tests of TRUSTed Interests, 9 out of 10 consumers chose to share details of their interests instead of opting-out of online behavioural advertising.

Speaking at the launch of TRUSTed Interests during ad:tech San Francisco this week, Chris Babel CEO at TRUSTe said:

"Enabling consumers to share their interests directly with advertisers has the potential to revolutionise the ad industry, addressing consumer and regulatory privacy concerns while putting consumers in control over their advertising experience and enabling advertisers to deliver more relevant ads.

"Consumers are increasingly concerned about being tracked online but currently their only choice is to opt-out of interest-based advertising. TRUSTed Interests enables consumers to take control of their digital experience without expecting them to become experts in cookies or tracking technologies in order to protect their privacy. As the number one global privacy brand, TRUSTe is uniquely positioned to deliver this new privacy-friendly interests management solution for the ad ecosystem."

Consumers Willing to Share Their Interests

Independent research conducted by Ipsos MORI from 14-17 February among 2,000 US consumers found that 39% would share their interests directly with advertisers if it meant receiving ads tailored to those interests. Nearly half of consumers (48%) would be willing to do this if the advertiser's privacy policy was certified by a third party privacy organisation. Having shared their interests with advertisers – 38% agreed they would be less likely to opt out of targeted ads and 1 in 3 (32%) agreed they would be more likely to click on ads.

In three months of field tests with both Ad Exchanges and DSPs, 90% of consumers chose to share their interests; of those consumers, 50% selected multiple interests, with 80% of them selecting both categories of interests they 'liked' and 'disliked'. The top five categories consumers chose to receive ads about were technology, games, news, travel and health. The five most common categories they chose not to receive ads about were dating, auto, career, finance and education.

Bob Walczak, General Manager of Mobile and Video at PubMatic commented: "With TRUSTed Interests, we have witnessed high consumer engagement with setting interests, especially on mobile devices. Most important, the fact that half of these consumers selected multiple interests provides even more valuable information that will help our clients deliver more relevant ads to their audiences."

Eric Rosenblum, COO, Drawbridge commented: "The promise of delivering custom-tailored advertising messages across devices is why advertisers work with us, and this innovative solution will bring added value to our clients' campaigns. By delivering ads targeted towards known consumer interests, our whole industry will benefit."

About TRUSTed Interests

TRUSTed Interests is a global interests management solution that puts consumers in control of their ad experiences by allowing them to choose which ads they want to see. This is the first solution designed to enable consumers to share and control their advertising interests with the ad ecosystem in a privacy-friendly way on both desktop and mobile devices. TRUSTed Interests creates a better ad experience and benefits the entire ad ecosystem through sharing the information directly with a network of certified advertising partners, including ad network/platforms, brands and publishers.

For more information about TRUSTed Interests visit www.truste.com/interests or e-mail [email protected].

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.

About Ipsos MORI

The research was conducted on i:omnibus, Ipsos MORI's online omnibus, between 14-17 February 2014 involving 2,000 adults aged 18-75 across the U.S. The survey data was weighted to the known population profile to be nationally representative of adults aged 18-75 in the U.S.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vice president of product management, IoT solutions at GlobalSign, will teach IoT developers how t...
A critical component of any IoT project is the back-end systems that capture data from remote IoT devices and structure it in a way to answer useful questions. Traditional data warehouse and analytical systems are mature technologies that can be used to handle large data sets, but they are not well suited to many IoT-scale products and the need for real-time insights. At Fuze, we have developed a backend platform as part of our mobility-oriented cloud service that uses Big Data-based approache...
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
In his session at 18th Cloud Expo, Sagi Brody, Chief Technology Officer at Webair Internet Development Inc., will focus on real world deployments of DDoS mitigation strategies in every layer of the network. He will give an overview of methods to prevent these attacks and best practices on how to provide protection in complex cloud platforms. He will also outline what we have found in our experience managing and running thousands of Linux and Unix managed service platforms and what specifically c...
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, will explain how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
Much of the value of DevOps comes from a (renewed) focus on measurement, sharing, and continuous feedback loops. In increasingly complex DevOps workflows and environments, and especially in larger, regulated, or more crystallized organizations, these core concepts become even more critical. In his session at @DevOpsSummit at 18th Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, will show how, by focusing on 'metrics that matter,' you can provide objective, transparent, and meaningfu...
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
Many private cloud projects were built to deliver self-service access to development and test resources. While those clouds delivered faster access to resources, they lacked visibility, control and security needed for production deployments. In their session at 18th Cloud Expo, Steve Anderson, Product Manager at BMC Software, and Rick Lefort, Principal Technical Marketing Consultant at BMC Software, will discuss how a cloud designed for production operations not only helps accelerate developer...
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, will discuss how leveraging the Industrial Interne...
Redis is not only the fastest database, but it has become the most popular among the new wave of applications running in containers. Redis speeds up just about every data interaction between your users or operational systems. In his session at 18th Cloud Expo, Dave Nielsen, Developer Relations at Redis Labs, will shares the functions and data structures used to solve everyday use cases that are driving Redis' popularity.
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...