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 - December 6, 2012 - 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 1-888-878-7830 or email

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 global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across their customer, employee, and vendor channels. Our SaaS-based DPM Platform gives users control over all phases of data privacy management from conducting assessments and implementing compliance controls to managing ongoing monitoring. Our DPM Services, including assessments and certifications, are delivered by an expert team of privacy professionals. Thousands of companies worldwide rely on TRUSTe to minimize compliance risk and protect their brand.