Gumtree Partners With TRUSTe To Give Users More Control Over Online Behavioural Advertising

TRUSTe is the leading global privacy management solutions provider and offers a broad suite of solutions

Online PR News – 27-August-2012 – London – London, – 24 August, 2012 - Gumtree, the UK's number one classifieds website has chosen TRUSTe's TRUSTed Ads privacy solution to manage its compliance requirements when serving behaviourally targeted advertising and marketing campaigns and give Gumtree's users more control over the adverts they see online. TRUSTe is the leading global provider of data privacy management solutions.
TRUSTe's latest research, the 2012 UK Consumer Data Privacy Study, showed that 79% of consumers are aware of online behavioural advertising (OBA) and 53% of consumers do not like it. However the research also showed that good privacy practices make a difference and 51% of consumers are more inclined to click on an advertisement that gives them the option to opt out of online behavioural advertising and 55% are more likely to continue to visit websites from publishers and advertisers that give them the option to opt-out. currently spans 48 cities across the UK and Ireland with 34.2 million visits per month (source: comScore July 2012) and 1.2 billion IAB ad impressions per month on Gumtree UK. Since 25 July, Gumtree has been using TRUSTed Ads to offer customised privacy notices and controls to their customers featuring the "Forward i" Advertising Option Icon - the acknowledged global mark for enhanced notice and choice.
TRUSTed Ads is the leading, global self-regulatory platform for online behavioural advertising (OBA) compliance and numerous European companies including Adconion UK; MediaMind; and YD - have already standardised on the TRUSTed Ads platform collectively serving billions of monthly impressions in Europe each month. TRUSTed Ads EU was authorised last month as a Provisionally Approved Icon Provider for the European Digital Advertising Alliance (EDAA).
Head of Ad Operations for Gumtree, Poonam Joshi explained:

"It was important for Gumtree to find a data privacy management solution which would ensure we were compliant with the latest regulations and also build the trust of our customers. We believe the TRUSTed Ads solution is good news for Gumtree users because it gives them the option to choose whether or not they would like to be shown advertisements tailored to their browsing patterns."
Richard Foster, UK Director Ad Solutions for TRUSTe said:

"Our research has shown the significant benefits to a business of providing customers with an option to opt out of targeted advertising with 51% more inclined to click on the advert and 55% more likely to continue to visit the website. Gumtree has joined many other European companies in using TRUSTed Ads EU, which is a European version of TRUSTe's well-established OBA compliance platform already in use by the world's largest agencies and advertisers.

As well as meeting their compliance requirements, our experience shows us TRUSTed Ads should also significantly increase customer favourability and perceptions towards online behavioural advertising on the website."