New Certification Underscores BlueKai's Commitment in Building Transparent Data Practice that Respects Consumer Choice

SEATTLE, April 4, 2011 /PRNewswire/ -- BlueKai, the world's only complete platform for data acquisition, management and analysis, today announced that it has become the first data platform to meet and exceed TRUSTe certification under the organization's new third party data collection program – TRUSTed Data Collection.  Building on its steadfast commitment in providing consumers with real transparent book-end solutions, the TRUSTe certification follows other successful initiatives from BlueKai that address and protect consumer privacy.  

"BlueKai has always remained committed to raising the bar on consumer privacy and choice," said Omar Tawakol, CEO of BlueKai.  "In order for the online ad industry to grow and evolve, it must align its interests with those of privacy advocates or risk more regulation and scrutiny.  By meeting and exceeding TRUSTe certification, BlueKai continues to build trust in the marketplace both with advertisers and the consumers that we serve."

Under TRUSTe's new TRUSTed Data Collection program, BlueKai has demonstrated that their internal privacy controls are fully compliant with TRUSTe's standards of transparency, choice and accountability.  

"With the rapid rise of targeted advertising in the online ecosystem, TRUSTe's new TRUSTed Data Collection certification program will ensure that companies continue to value and respect consumer privacy and choice," said Kevin Trilli, Vice President of Product Management for TRUSTe.  "Having met and surpassed these requirements, BlueKai has shown that their business principles and practices are in-line with the strict privacy standards established by TRUSTe and that BlueKai remains unequivocal in its commitment to consumer privacy."

With a history and track record in taking consumer privacy issues very seriously, BlueKai has been a leader in this area by giving consumers visibility into anonymous data that is being collected through its BlueKai Registry, white-label registry, and opt-out cookie protector that ensures opt-out choices are not accidentally removed.  BlueKai is also an active member of a number of self-regulatory associations including the Network Advertising Initiative (NAI) and the Digital Advertising Alliance (DAA), which earlier this year awarded TRUSTe approved provider status for its compliance with self-regulatory guidelines for online behavioral advertising.

TRUSTe's TRUSTed Data Collection– Program Details

Based on extensive surveys, TRUSTe has found that most consumers are agreeable to receiving relevant targeted advertising, as long as they are given notice and choice and are shown that their personal data is respected.  The ALLOW status gives consumers an easy way to differentiate the responsible players that do just that.  

TRUSTe's new TRUSTed Data Collection privacy program builds upon its DAA-approved TRUSTed Ads platform – an OBA self-regulatory service – as well as its TRUSTed TPL by providing a qualifier for companies to be on its ALLOW list.

The full criteria for TRUSTe's TRUSTed Data Collection privacy certification can be found here www.truste.com/privacy-program-requirements/3rd-party-data-collection/.

About BlueKai

BlueKai (www.bluekai.com) provides leading solutions for comprehensive data management, acquisition and analytics to maximize performance from all audience data.  The BlueKai Platform™ is a complete technology solution for managing private data assets and analyzing campaign performance to maximize return on marketing dollars.  The BlueKai Exchange™ is the world's largest marketplace for anonymous 3rd party audience data, with exclusive access to BlueKai Intent™ and branded data in reaching more than 200M unique users across the entire marketing funnel.  As an industry leader in consumer transparency and control, BlueKai has created book-end solutions including a registry for consumers to see what marketers know about them, edit their online preferences and gain rewards through charitable donations.

The privately-held company is based in Bellevue, WA and is a recipient of the 2011 OnMedia B2B Company of the Year Award.

About TRUSTe

Thousands of companies rely on TRUSTe's leading privacy trustmark to enhance consumer trust, drive increased registrations and transactions, and comply with complex privacy requirements.  Consumers know that when they see the TRUSTe seal, they can "Click with Confidence" because the certified website is responsible with their personal information.  TRUSTe has certified more than 40 percent of the top fifty websites, including Facebook, Yahoo!, Microsoft, eBay, AOL, Adobe, AT&T, Comcast, Disney, Weather.com, Apple, LinkedIn, WebMD and Yelp.  TRUSTe also certifies many of the top advertising and technology service providers for websites.  For additional information on TRUSTe and its services, please visit http://www.truste.com.

SOURCE BlueKai

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