Digital Leaders Join To Design Mobile And Desktop Privacy Technology Solution

NEW YORK, June 13, 2013 /PRNewswire/ -- Two leading digital advertising companies, Ad Truth and PubMatic, in concert with global privacy management solutions provider, TRUSTe, announced today a new advertising technology solution. This solution is based on providing consumer choice when using interest based advertising dependent on technologies other than cookies.

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"With the increased use of behavioral targeting, including the shift to mobile, the demand for a technology solution to ensure reliable consumer choice when using device identification technologies continues to build," said Richard Qiu, VP of Mobile Business Development at TRUSTe.

This innovative technology adheres to and fits within the framework of the Digital Advertising Alliance's guidelines, and will be unveiled at a Tech Talks panel at the Cannes Lions International Festival of Creativity on June 20^th.

"We built this technology solution in accordance with the DAA's framework," said Bob Walczak, Vice President of mobile at PubMatic. "There's a strong need in the marketplace for technology that will provide consumer choice when advertising relies on device identifiers, ensuring an effective consumer experience. This technology solution achieves this end by allowing advertisers to use unique identifiers for behavioral targeted advertising while providing consumers with clear and conspicuous privacy choices."

Stuart Ingis, General Counsel of the DAA, noted that, "As technology continues to evolve, it is critical that the DAA Privacy Principles of transparency and choice continue to be available for consumers. Solutions like this deliver on the DAA Principles' requirements that consumer choice is reliably honored."

With real-time bidding and accompanying data targeting solutions businesses can use device identification technologies to display more relevant offerings to consumers across devices quickly and cost-effectively.  

"As consumer usage continues to fragment across multiple screens," said James Lamberti from AdTruth, "we see increased demand for audience identification solutions that help deliver relevant creative while ensuring consumer choice for such solutions."

To that end, AdTruth, PubMatic and TRUSTe have come together to collaborate, selecting the renowned international festival in Cannes as a launch pad for this technology solution. The jointly held panel discussion at the Cannes Lions Festival will take place on Thursday June 20^th at 10:30 am. The companies that will participate in the panel are:

• AdTruth, a leading provider of universal device identification technology enabling marketers to reach and recognize audiences at scale on any devices while respecting consumer privacy and choice.
• PubMatic, an advertising technology company which gives premium publishers a real-time media-selling platform to manage revenue and brand strategy, as well as combining real-time bidding (RTB), brand protection tools, audience insights, and hands-on support to serve the world's leading publishers.
• TRUSTe is the leading global provider of data privacy management solutions, offering a broad suite of products to help companies safely collect and use customer data to power their business by building trust, driving engagement and ensuring compliance across all their online channels – websites, mobile apps, advertising and cloud services.

For press inquiries please contact:
Chris DeVito at chris (at) thunder11 dot com
212-362-1307

SOURCE PubMatic; AdTruth; TRUSTe