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CONTACT US US: 888.878.7830 www.truste.com | EU: +44 (0) 203 626 0109 www.truste.eu

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TRUSTed Mobile AdsServing the Mobile Advertising Ecosystem with Privacy Safe Interest Based Ads

“7 OUT OF 10 SMARTPHONE USERS ARE MORE CONCERNED ABOUT THEIR PRIVACY ON SMARTPHONES THAN 1 YEAR AGO¹”

As mobile privacy concerns increase, the Digital Advertising Alliance (DAA) published the Self-

Regulatory Principles to the Mobile Environment outlining Online Behavioral Advertising (OBA) for

mobile. Meanwhile, advertisers and publishers must provide consumers with clear notice and choice

while identifying interests, location, and behaviors. With a $20B² mobile advertising market at stake,

interest-based advertising and Real Time Bidding (RTB) technologies are quickly maturing for mobile

and cross-device environments – and advertisers are rightfully concerned about the privacy implications.

In preparation of the DAA’s principles, TRUSTe worked with partners to solve mobile privacy challenges

by launching TRUSTed Mobile Ads, a first-to-market privacy management platform that:

• Eliminates privacy risks

• Empowers consumers with privacy choices

• Overcomes mobile and cross device technology hurdles

• Ensures compliance

• Provides brand protection

• Delievers privacy safe, custom tailored messages to target audiences

¹ TRUSTe 2013 US Consumer Privacy Confidence Report

² KPCB 2013 Internet Trends

FEATURES

Cross-Platform Interoperability

Identifies consumers across iOS,

Android, smartphones, tablets, mobile web

browsers and apps using simple APIs and SDKs.

Leading AdChoices Provider With billions of mobile ads impressions

served, TRUSTe offers privacy safe behavioral

advertising endorsed by the DAA, EDAA and

other governing bodies.

Innovative, Scalable TechnologyOur first-to-market, patent-pending

platform is highly scalable with a simple plug-

and-play, interoperable AdChoices solution.

Globally Recognized Privacy Brand

Ensures compliance through a 15 year old,

trusted privacy management solutions provider

representing more than 5,000 clients, including

integrations with many of the largest mobile

advertisers, networks and publishers.

TRUSTe is an approved

DAA provider of the

AdChoices icon, and

TRUSTed Mobile Ads

aligns with the DAA’s

Mobile Principles

Many of the world’s leading top brands and publishers protect the privacy of their customers with TRUSTe, including:

4INFO

EA

Drawbridge

Forbes

Human Demand

Jiwire

Millennial Media

Nexage

Pubmatic

Sense Networks

Tapad

WebMD

TRUSTed Mobile Ads is the only comprehensive compliance provider across mobile, web, and apps that aligns with the DAA’s Mobile Guidelines and drives the highest ROI possible for the entire advertising chain by providing advertisers / brands with the confidence to unlock mobile spends.

CONTACT US US: 888.878.7830 www.truste.com | EU: +44 (0) 203 626 0109 www.truste.eu

2TRUSTed Mobile Ads

MOBILE ADVERTISING ECOSYSTEM BENEFITS

CONSUMER EXPERIENCE

AD NETWORKS BRANDS / PUBLISHERS

AdChoices Icon Notice NoticeChoice ChoiceManage Preferences

Your Privacy ObligationsHow TRUSTe Helps Your

Company / PartnersSimple Integration Steps

Brands / Advertisers

• Comply with DAA Mobile Privacy Standards

• Provide a simple, custom-tailored ads service

• Eliminates privacy risks through brand protection

• Ensures compliance

• Enables interest-based messages through consumer control

• Append in–ad AdChoices icon serving TRUSTe tag

Ad Networks / DSPs

• Comply with DAA Mobile Privacy Standards

• Ensure AdChoices icon availability

• Provide notice and choice

• Increases brand/agency targeted mobile spend.

• Protects brand partners

• Increases consumer engagement and trust

• Append in–ad AdChoices icon serving TRUSTe tag

Data Platforms

• Comply with DAA Mobile Privacy Standards

• Provide notice

• Ensure opt-outs are honored

• Provides brand protection to partners

• Enforces highest privacy compliance standards

• Server API to collect flexible preferences

Exchanges

• Comply with DAA Mobile Privacy Standards

• Serve both demand and supply side

• Bid optimization for buy/sell partners

• Enhances CPM value

• Integrate with an expert Ad Ops team

SSPs

• Comply with DAA Mobile Privacy Standards

• Provide notice

• Exhibit AdChoices icon

• Display icon for clients/partners if not present

• Bid optimization for buy/sell partners

• Facilitates targeting of interest-based ads

• Enhances CPM value

• Integrate javascript or SDK

Publishers (Apps and Web)

• Comply with DAA Mobile Privacy Standards

• Ensure AdChoices icon is displayed

• Provides brand protection

• Ensures notice and choice

• Empowers consumer

• Integrate SDK and/or link to e-hosted opt-out page