LiveRail Integrates TRUSTe for OBA Compliance

The mere presence of behavioral advertising continues to rile privacy advocates, but some interesting solutions are emerging which aim to help companies at least more effectively communicate their privacy practices to consumers.

Online video advertising platform LiveRail for example just announced a partnership with privacy solutions provider TRUSTe to help its advertisers achieve compliance with the DAA's (Digital Advertising Alliance) Self-Regulatory Program for Online Behavioral Advertising.

Advertisers using LiveRail's platform can now choose to use the compliance service of TRUSTe's TRUSTed Ads platform, the self-regulatory platform for behavioral advertising privacy online which features the Advertising Option Icon on in-ad placements. Advertising agencies that work with both LiveRail and TRUSTe are essentially now able to implement the DAA compliance tools into their video ads via one user interface.

"Brands need to be transparent with consumers, but it's still difficult to navigate the growing video space," said Mark Trefgarne, LiveRail CEO. "TRUSTe's expertise and experience in online privacy immediately ensures our advertisers they are meeting OBA regulatory requirements and serving our customer base by adhering to the highest privacy standards in the industry."