TRUSTe, Nexage and Tapad Announce a First-To-Market Mobile Privacy Solution

Clear Consumer Notice and Persistent Opt-Out to Now Appear Within Mobile Apps.  

New York and San Francisco April 9, 2013 — TRUSTe, the leading global privacy management solutions provider, Nexage, the leading premium mobile advertising exchange, and Tapad, the leading provider of unified cross-device advertising solutions, today announced a joint partnership to deliver a first-to-market RTB mobile privacy solution.

Although mobile advertising is maturing, the market still lacks a comprehensive approach to transparency and choice for consumers. This solution addresses a critical need: it delivers the combined ability to unleash the value of data-giving real economic value to buyers, brands and publishers-while protecting consumer privacy.

This solution serves as a foundation for how data should drive mobile advertising and addresses privacy concerns of consumers by providing them with clear notice and persistent opt-out solutions. Specifically, the solution integrates theTRUSTed Mobile Ads privacy management service through the Nexage Exchange, making it available to Tapad’s clients. The Nexage Exchange ensures that user preferences, through a unified identifier, are included in each ad request at the time of bid so Tapad’s clients can know if a user has opted out or not. The breakthrough solution is currently in testing and is slated to go live within the month. The solution enables about 100 million consumers to use a common language to easily control their own privacy settings.

“This innovation is a privacy-win for advertisers, brands and consumers alike,” said Are Traasdahl, Founder and CEO of Tapad. “We have had the strictest privacy protocols in place since day one at Tapad and it was time to lead the industry once again with a mobile in-app solution. Of course, it would not have been possible without the ingenious solutions developed by our partners at TRUSTe and Nexage.”

“As a result of this innovation with Tapad and Nexage, we are proud to be elevating mobile privacy standards across the entire mobile ecosystem,” said Chris Babel, CEO of TRUSTe.

“Mobile advertising will drive real and sustainable value when we are able to mutually accelerate commerce and protect consumers,” said Ernie Cormier, CEO and President of Nexage. “We know we must build privacy from within mobile advertising, and we must build technologies that work end-to-end and scale in this high-growth market. We are thrilled to work with TRUSTe and Tapad to do just that.”

More information HERE about this new platform.

About Tapad

Tapad Inc., is an ad technology firm renowned for its breakthrough, unified, cross-device advertising solutions and its privacy leadership. The company offers the largest in-market opportunity for advertisers to address the new and ever-evolving reality of media consumption on smartphones, tablets and home computers. Employed by a majority of Fortune 500 brands, Tapad’s proprietary cross-platform audience buying technology provides an accurate, unified view of consumers across all screens. Tapad is backed by major venture firms and “a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade” (TechCrunch). Tapad is based in New York and has offices in Chicago, Detroit, Los Angeles, Miami and San Francisco.

About TRUSTe

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. More than 5,000 companies, including top international brands like Apple, Disney, eBay, Forbes, HP and Microsoft, rely on TRUSTe to build trust and address evolving and complex privacy challenges. In addition to privacy assessments and certifications which enable businesses to display the globally recognized TRUSTe Certified Privacy Seal, TRUSTe offers innovative technology products, including website monitoring, online behavioral advertising (OBA) compliance controls for desktop and mobile ads, and EU cookie compliance controls. For more information, please visit

About NEXAGE, Inc.

Nexage is the leading premium mobile advertising exchange, connecting over 300 publishers and developers with over 200 demand sources to create the most efficient, liquid, and vibrant market in mobile advertising today. The intelligent Nexage Exchange delivers the most advanced solutions in the market today, including both private and public exchanges, data enrichment, rich media and video ad units, and a real-time targeting capability that gives buyers powerful campaign ROI results, while enhancing the value of our publishers’ inventory. Together, our business controls, filters, real-time reporting, and data enrichment capabilities plus our ability to integrate advanced solutions through Nexage Connect give our customers the visibility, controls, and tools to accelerate their businesses as they want. Nexage serves customers on a worldwide basis with offices in Boston, New York, and San Francisco. Come visit us at or follow us on Twitter @Nexage.