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Marketfish Named to OTA 2012 Online Trust Honor Roll

Achievement Recognizes Marketfish Leadership in Online Security and Privacy Best Practices (June 06, 2012)

SEATTLE, WA -- (Marketwire) -- 06/06/12 -- Marketfish, a fully automated lead generation platform for list marketing, today announced it has been named to the Online Trust Alliance (OTA) 2012 Online Trust Honor Roll, based on a composite trust score of security and privacy measures at hundreds of online sites. Designed to recognize leadership, the Honor Roll distinguishes Marketfish as a "North Star" to inspire others. As part of the 2012 study, released June 6, 2012, OTA analyzed the adoption of key security and privacy initiatives, providing benchmark reporting and comparisons between key industry sectors including leading internet retailers, FDIC Top 100 Banks, and social networking sites. Of the companies evaluated by the non-profit, member-based OTA, less than 30 percent made the grade.

"Today's businesses are stewards of ever-increasing amounts of users' personal and sensitive data that necessitate the implementation of privacy and security best practices," said Craig Spiezle, executive director and president, Online Trust Alliance. "Being a member of the 2012 OTA Online Trust Honor Roll means that Marketfish has demonstrated exceptional leadership and commitment towards online safety, to enhancing the vitality of the internet, and, most importantly, to consumer trust."

"As a member of the OTA, Marketfish is committed to evolving best practices and raising the bar for consumer privacy," said David Fowler, chief privacy officer of Marketfish. "In digital marketing, adopting transparent business practices is the best way for companies to protect their brand and their business, while also ensuring consumer privacy is maintained. Ultimately, it is also in the best interest of advertisers and data brokers to be transparent about how they collect consumer data and what they intend to do with it."

The 2012 report examined over 1,200 domains and privacy policies, approximately 3,600 web pages and over 500 million emails. In addition, public records were analyzed for recent data breach incidents and settlements with the FTC.

The focus of the OTA Online Trust Honor Roll is to:

1. Recognize exemplary efforts of leading companies toward data and user protection, as security & privacy efforts, and highlight them as "North Stars." Organizations on the Honor Roll manage data via security best practices while having transparent privacy practices.

2. Demonstrate OTA's commitment towards providing prescriptive advice, tools and resources to businesses to enhance the security and privacy of the internet.

3. Underscore the importance of focusing on security and privacy holistically, and that individual security and privacy initiatives cannot be pursued in isolation.

4. Provide benchmark scoring, using the Online Trust Index (OTI) and reported data attributes, for companies to evaluate their own sites, for businesses to use in evaluating partners, and for consumers to consider when interacting or doing business online.

Since 2010, the OTA Online Trust Honor Roll has recognized organizations that follow best practices in data security and privacy. In previous years, the study was named the OTA Online Safety Honor Roll and Scorecard Honor Roll. Recipients have risen from 8 percent of sites analyzed in 2010, to 25 percent in 2011, to nearly 30 percent in 2012.

About The Online Trust Alliance (OTA)

The Online Trust Alliance (OTA) is a member-based non-profit representing the global internet ecosystem -- including the public and private sectors. OTA's mission is to develop and advocate best practices and public policy which mitigate emerging privacy and security threats while enhancing online trust, innovation and the vitality of the digital economy. OTA is committed to protection of critical infrastructure, balanced legislation and data protection through the promotion of best practices, benchmark reporting, and self-regulation. For more information, visit:

About Marketfish
Marketfish is the only fully automated lead-generation platform that offers free access to an online marketplace of permission-based, third-party marketing lists, the ability to build and execute a marketing campaign in under 30 minutes, and a cutting-edge suite of analytics tools that deliver detailed customer insight in real time. Founded in 2008, Marketfish services more than 600 agency and enterprise clients. The company is funded by Rustic Canyon Partners, Javelin Venture Partners and Accelerator Ventures. For more information or a free test drive of the platform, please visit To gain a better understanding of the challenges list marketers face, please view our video:

Media Contact
Jennifer Rivera Ridless
BOCA Communications
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