TRUSTed Data Collection Certification

Building Advertising Trust Builds Business

Collect data responsibly and avoid being blocked by Microsoft’s Tracking Protection List.

How Can TRUSTe Help Your Business Collect and Use Data Responsibly and Maintain Credibility?

Consumers are hungry for control. Browsers are giving users more options including Microsoft's new browser, Internet Explorer 9 with a new privacy feature called Tracking Protection.

	Findings Report with Recommendations Report outlines how to be compliant with TRUSTe certification standards which is consistent with industry self-regulatory standards.		White List Benefits We will include your domains in the TRUSTe TPL "Allow" list and will be given preferential treatment in the TRUSTe Preference Manager which educates consumers and gives them an opt-out.
	Letter of Certification We will issue proof of certification to use with prospects and clients.		Ongoing Monitoring & Updated Privacy Policy We will perform ongoing monitoring of your data collection practices to ensure alignment with program standards and update your privacy policy.

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All key browsers are providing consumers with options regarding how their data is collected. For example, Microsoft's Internet Explorer 9 Tracking Protection is a mechanism that utilizes Tracking Protection Lists (TPLs) to enable consumers to control the content delivered by third party companies to any website they are visiting. The intent of this feature is to provide consumers with choice regarding both the collection and use of third party tracking information.

TRUSTe was selected as one of four preferred providers of TPLs used for the new IE9 Tracking Protection feature. A TPL can categorize sites whose content should be allowed (via an "Allow" status) to be delivered and sites whose content should be blocked (via a "Block" status) based on their data collection and privacy practices. TPL's popularity could lead to many ads, widgets or other type of non-tracking third-party content provided by privacy-responsible companies to be blocked. However, an "Allow" status in a Tracking Protection List overrides a "Block" status in all the other lists that a user might have installed. TRUSTe grants "Allow" status for companies who adhere to TRUSTe's strict privacy guidelines for third-party data collection through a certification called "TRUSTed Data Collection."

TRUSTed Data Collection is a new program for ad and data companies that collect consumer data on other company websites or use data collected to show more relevant ads. This program certifies the notice, choice and privacy practices around data collection and usage.

Companies who adhere to TRUSTe's strict privacy guidelines in the TRUSTed Data Collection certification program for third-party data collection are granted "Allow" status in TRUSTe's TPL. We review and test the following as part of the certification program:

What cookies and other technologies the company uses to collect data through third party domains
Opt-out mechanism for consumers
- Opt-out cookie is implemented in a way technically accessible for TRUSTe Preference Manager. For example, NAI opt-out mechanisms meet this requirement
- Opt-out process is a one-click process that does not require additional PII from the consumer
PII is not collected or linked to collected data
Transparent and accurate privacy policy explicitly describing the company's 3rd party data collection and use practices.
Proper implementation of DAA-compliant notice and choice mechanism

To obtain a full list of program certification standards, please see our Program Principles and List Criteria.