Last updated on April 16, 2014 at 13:54 EDT

EDAA Announces TRUSTe as an Approved Icon Provider

June 24, 2013

LONDON, June 24, 2013 /PRNewswire/ –

TRUSTed Ads, a leading, global self-regulatory solution for online behavioural
advertising (OBA) compliance has been announced today as an Approved Icon Provider for the
European Interactive Digital Advertising Alliance (EDAA [http://www.edaa.eu ]).

The TRUSTed Ads
[http://www.truste.com/products-and-services/enterprise-privacy/TRUSTed-ads-eu ] privacy
platform leverages TRUSTe’s globally recognised privacy brand and reputation for consumer
protection, offering advertisers, publishers, agencies and advertising networks one of the
best ways to achieve reliable, scalable and cost-effective compliance with the privacy
standards outlined in the IAB Europe OBA Framework.

Independent research [http://www.truste.com/british-consumer-data-privacy-study ] by
Harris Interactive on behalf of TRUSTe found that 79% of UK consumers are aware of OBA,
and 53% did not like it. However, 51% of UK consumers are more inclined to click an ad
that provides an opt-out option like the EDAA programme, which is important for the
industry. TRUSTed Ads meets self-regulatory requirements, while delivering the OBA Icon -
the acknowledged global mark for enhanced notice and choice.

With TRUSTed Ads, companies in the advertising ecosystem can easily implement
campaigns and provide customised privacy notice and controls to empower consumers with
transparency, choice and control over behavioural advertising. The TRUSTed Ads solution is
based on TRUSTe’s highly successful technology already serving billions of impressions per

Oliver Gray, Director-General of the EDAA said: “We’re pleased to confirm TRUSTe as a
valued partner for our Self-Regulatory Programme. Their support will further facilitate
the roll out and visibility of the OBA Icon across European markets.”

Chris Babel TRUSTe CEO said: “Through our joint efforts with the EDAA as an Approved
Icon Provider, we further underscore our position to serve as a trusted advisor to help
businesses navigate complex privacy challenges and understand key aspects of the European
Self-Regulatory landscape. TRUSTe’s holistic approach helps businesses to develop good
privacy practices and grow consumer trust. ”

For more information about TRUSTed Ads please go to http://www.truste.com/ads-eu

Notes to Editors

1 TRUSTe, the leading global provider of data privacy management solutions, powers
trust in the data economy by enabling businesses to safely collect and use customer data
across all channels – websites, mobile apps, cloud services, and advertising. Our
cloud-based Privacy Management Platform delivers privacy assessments & certifications
along with innovative technology products, including website monitoring and advertising
compliance controls for desktop and mobile ads. More than 5,000 companies worldwide,
including Apple, Disney, eBay, Forbes, HP and Oracle rely on TRUSTe and our globally
recognized Certified Privacy Seal to build trust, drive engagement and ensure compliance.
For more information, please visit http://www.truste.eu .

2 The European Interactive Digital Advertising Alliance (EDAA) is a non-profit
organisation based in Brussels and is responsible for enacting key aspects of the
self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA
principally acts as the central licensing body for the OBA Icon and provides technical
means for consumers to exercise transparency and control over OBA through the
youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level
organisations which make up the value chain of OBA within Europe and acts to ensure
European consistency in approach. More information can be found at http://www.edaa.eu.

3 TRUSTe EU media enquiries please contact Eleanor Treharne-Jones at The Conversation
Company on +44(0)7811-093648 or +44(0)20-7812-0664 or e-mail

4 For more information on the EDAA, please contact: info@edaa.eu, T:


Source: PR Newswire