TRUSTe and Millennial Media Announce Worldwide Partnership to

TRUSTe and Millennial Media Announce Worldwide Partnership to Deliver
Data Privacy Management for Leading Mobile Advertising Platform 
Millennial Chooses TRUSTed Mobile Ads to Build Consumer Trust for
Mobile Advertising, Support DAA's Notice and Choice Principles 
SAN FRANCISCO, CA -- (Marketwire) -- 12/06/12 --  TRUSTe, the leading
data privacy management solutions provider, and Millennial Media
(NYSE: MM), the leading independent mobile advertising and data
platform, today announced a worldwide partnership to deliver data
privacy management across Millennial's global platform. Under terms
of the agreement, Millennial will standardize on TRUSTed Mobile Ads,
the industry's first and only unified privacy management platform for
mobile advertising, announced earlier this year. (See release here.)  
By integrating TRUSTed Mobile Ads directly into its platform,
Millennial will provide its clients with a mobile advertising
solution that increases consumer trust and engagement with mobile
privacy management capabilities that support notice and choice and
fully comply with emerging best practices regarding the collection
and usage of customer data.  
"TRUSTe is excited to deliver data privacy management services for
Millennial's expansive global client base through this agreement,"
said Chris Babel, CEO for TRUSTe. "By ensuring safe and efficient
handling of consumers' personal data, we increase market confidence
and establish a foundation that allows businesses to effectively
implement new and transformative mobile technologies." 
"By integrating TRUSTe's proven data management solution into our
platform, we are giving our customers the best tools available to
build trust with their target audience," said Ho Shin, General
Counsel and Chief Privacy Officer for Millennial Media. "With global
compatibility, TRUSTed Mobile Ads also supports our customers'
worldwide mobile marketing objectives by adhering to industry-leading
standards of privacy in the U.S. as well as internationally." 
Partnership Follows DAA Model to Support Innovation and Protect
Consumers
 By implementing TRUSTed Mobile Ads, Millennial will provide
transparency across its entire platform with full interoperability
for all mobile devices and operating systems. TRUSTed Mobile Ads
follows the 
DAA AdChoice principles supporting clear and
easy-to-understand privacy notifications for consumers regarding OBA. 
"The partnership between TRUSTe and Millennial exemplifies the
industry cooperation we envision as we apply our OBA principles to
the mobile space. Their collective efforts give consumers more
understanding and control over their choices with a solution that has
been optimized for mobile," said Stu Ingis, General Counsel for the
DAA. "TRUSTe and Millennial are helping to build trust for the
advertising community and giving consumers control to engage in an
increasingly mobile world." 
TRUSTed Mobile Ads includes an easy-to-use preference management
system that enables consumers to manage their personal privacy
settings across mobile devices and websites, as well as a mobile app
SDK for iOS and Android. For more information about TRUSTed Mobile
Ads, call 888-878-7830 or email sales@truste.com.  
About Millennial Media
 Millennial Media is the leading independent
mobile advertising and data platform. Our technology, tools and
services help app developers and mobile website publishers maximize
their advertising revenue, acquire users and gain audience insights.
Our platform also enables us to offer advertisers powerful Mobile
Audience Solutions (MAS) that utilize our significant scale,
sophisticated targeting and uniquely engaging creative capabilities
to deliver meaningful results. 
About TRUSTe
 TRUSTe is the leading data privacy management solutions
provider and offers a broad suite of solutions that enable companies
to safely and efficiently handle the customer data powering their
online businesses -- including advertising, cloud services, mobile
applications, and websites. Over 5,000 web properties from top
companies like Apple, AT&T, Disney, eBay, HP, Microsoft, and
Nationwide rely on TRUSTe to ensure compliance with evolving and
complex privacy requirements. TRUSTe's mission, based on a "Truth in
Privacy" framework, is built on a solid foundation of transparency,
choice and accountability regarding the collection and use of
personal information. TRUSTe's privacy seal is recognized and trusted
by millions of consumers as a sign of responsible privacy practices.
For additional information on TRUSTe and its offerings, please visit
http://www.truste.com. 
Media contacts: 
Kim Barsi 
Storyboard PR for TRUSTe 
(415) 516-5863 
trustepr@storyboardpr.com 
Matthew Lindberg
Millennial Media 
(203) 682-8214 
press@millennialmedia.com 
 
 
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