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AdTruth Becomes the First and Only Device Recognition Technology to Receive TRUSTe's TRUSTed Data Collection (TDC) CertificationLatest in Growing List of Accolades for Pro-Privacy Approach to Audience Identification (March 13, 2012)
SAN JOSE, CA -- (Marketwire) -- 03/13/12 -- AdTruth, the digital media division of global device recognition technology leader 41st Parameter, today announced that it has become the first and sole device recognition technology to receive TRUSTe's TRUSTed Data Collection (TDC) Certification. This demonstrates that AdTruth has met TRUSTe's high privacy standards and assures advertisers that it fully complies with industry standard best practices for privacy protection. Since its introduction in Q4 2011, AdTruth has been recognized by Mozilla, become an active member of the W3C's Tracking Protection Working Group and has offered a strong industry voice on the side of protecting consumer privacy.
TRUSTe's TDC Certification was granted after an intensive review of all aspects of AdTruth's technology, implementation model and policies. TRUSTe found that AdTruth collects no personally identifiable information whatsoever. Instead, the company relies on a carefully constructed formula -- based on a wide range of hardware and software parameters -- to create a device identifier that is not persistent. In addition, TRUSTe noted the company does not store any user data.
"We have made protecting and preserving consumer data privacy a cornerstone of our device recognition technology," Ori Eisen, founder and chief innovation officer of 41st Parameter and AdTruth. "We believe this is critical for us, for our customers and for the public. Thanks to TRUSTe's certification, advertisers can rest assured that our approach to device recognition and audience identification has been fully vetted by a trusted third-party and know their audiences' privacy is being respected and their personal data protected."
"By their very natures, device recognition and audience targeting invite data privacy questions," said Chris Babel, chief executive officer of TRUSTe. "However, AdTruth offers a refreshingly transparent approach. They're providing a technology that meets two very different needs: the ability for advertisers to reach customers, as well as the customers' desire to understand and control how their information is being used. The fine balance AdTruth maintains is the reason they are the first device recognition technology to receive our TDC Certification."
The certification is only the first step in a continuous process to constantly confirm that AdTruth is adhering to TRUSTe's strict requirements. The company's technology and methods will be monitored on a monthly basis and a full audit and recertification process will occur on an annual basis. The result will be the most effective third-party assurance available and will demonstrate AdTruth's continued commitment to pro-privacy audience identification.
About AdTruth, a division of 41st Parameter
In a world where people are increasingly reliant on a variety of internet-connected devices for everything from banking to shopping to entertainment and media, creating relevant customer experiences and preventing online fraud are constant and complex business challenges. 41st Parameter, the global leader in device recognition and intelligence, combines its patented technologies and years of expertise to identify devices without cookies, without compromising privacy and without impacting performance. AdTruth, the company's digital media division, gives marketers a new and better way to recognize and reach their most valuable audiences across all types of devices. The company's FraudNet platform protects businesses from fraud before it happens. These privacy compliant solutions help keep the Internet more secure and relevant for everyone. To learn more about digital media solutions from AdTruth visit www.AdTruth.com. To learn more about 41st Parameter visit www.the41st.com.
TRUSTe is the leading privacy management solutions provider and offers a broad suite of solutions that enable companies to safely and efficiently handle the customer data powering their online businesses -- including advertising, cloud services, mobile applications, and websites. Over 5,000 web properties from top companies like Apple, AT&T, Disney, eBay, HP, Microsoft, Nationwide, and Yelp rely on TRUSTe to ensure compliance with evolving and complex privacy requirements. TRUSTe's mission, based on a "Truth in Privacy" framework, is built on a solid foundation of transparency, choice and accountability regarding the collection and use of personal information. TRUSTe's privacy seal is recognized and trusted by millions of consumers as a sign of responsible privacy practices. For additional information on TRUSTe and its offerings, please visit http://www.truste.com.
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