Consumers Find Behavioral Advertising Choices Compelling With TRUSTe TRUSTed Ads Privacy Platform

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

TRUSTe, 11/16/10

TRUSTe and Publishers Clearing House Pilot Program Reveal Data That Demonstrates Education and Trust Key for Building Consumer Confidence With Online Behavioral Advertising

TRUSTe, the leading privacy trustmark and provider of privacy solutions, today announced the results of a six-month long behavioral advertising notice and choice pilot program conducted with Publishers Clearing House (PCH). As part of the pilot, millions of consumers visiting the website were shown a TRUSTe branded icon and the words “Interest Based Ads” adjacent to an online advertisement. By clicking on the icon, consumers were able to access a “widget” that presented information about interest-based ads and ad networks; and from there could choose to change their preferences or opt-out of online behavioral advertising (OBA) on the site.

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