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Project Overview
TRUSTe is the first advertising privacy app that allows consumers to set their preferences and tell advertisers the type of ads they want to see. The App combines the market-leading privacy compliance solution, TRUSTed Ads with TRUSTed Interests, the first privacy-friendly interests management solution that puts consumers in direct control of their digital experience.
Organisation
Team
Yann Kronberg, TRUSTe
Kevin Trilli, TRUSTe
Helen Huang, TRUSTe
Alan Stokol, TRUSTe
Project Brief
The TRUSTe App marks a pivotal moment for the future of mobile advertising as it is the first advertising privacy app that allows consumers to set their preferences for targeted ads and tell advertisers the type of ads they truly want to see. The innovative App combines the market-leading privacy compliance solution, TRUSTed Ads, with TRUSTed Interests, the first privacy-friendly interests management solution that puts consumers in direct control of their digital experience.
TRUSTed Interests, revealed at Mobile World Congress 2014, is an extension to the TRUSTe Data Privacy Management Platform and is the first solution designed to help consumers 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.
Project Need
Before now, consumers have been bombarded by irrelevant ads that often don’t relate to their interests, resulting in little benefit for the consumer and the advertiser. In the past, the only choice for consumers to control their online ad experience was to opt-in or out of targeted ads altogether. This app makes it simple for consumers to select the types of ads they want to see via interests categories (news, dating, education, autos, etc.) in one single interface instead of going through each separate ad on multiple websites. Overall, the app allows consumers to control their online ad experience and tell advertisers the types of ads they want to see by managing their preferences in a single place. This benefits the consumer and the advertiser, and provides a way for the two sides to communicate effectively.
User Experience
The user has the option to opt-out of behavioral advertising or opt-in and select their desired interests. The App includes a list of ad interests (dating, career, autos, finance, etc.) with a “thumbs up” and “thumbs down” icon next to each category so users can easily indicate their ad preferences with a few simple clicks. Once selected, the “thumbs up” button displays green and the “thumbs down” button displays orange to clearly indicate the user’s selection.
Project Marketing
The app is free for consumers to download and is currently available in the iTunes App store and Google Play. The app was promoted through a press release and media outreach campaign, social media, search engine marketing and placement on the TRUSTe website. In result, the app was awarded “App of the Week” by Direct Marketing News and was featured in popular publications, MediaPost and Mobile Marketing Magazine.
Project Privacy
The purpose of the app is to give users control over their online advertising experience and provide options to protect their digital privacy by allowing consumers to set their preferences for targeted ads and tell advertisers the type of ads they truly want to see. The App combines the market-leading privacy compliance solution, TRUSTed Ads, with TRUSTed Interests, the first privacy-friendly interests management solution that puts consumers in direct control of their digital experience.
Utilities
This category relates to utility applications such as text edit, diary, translator, document viewer, industry directory.
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