First Ad Apps Get Okay from TRUSTe
TRUSTe, the non-profit organization that certifies the security of Web portals and e-mail traffic, has issued its first list of ad-serving application downloads certified to play by the rules.
The eight ad-serving or behavior-tracking programs on TRUSTe’s first Trusted Download whitelist have been studied by independent technicians and judged to be using acceptable practices. Software certified under the TRUSTe program must obtain user consent before downloading, must uninstall easily and must not change computer or browser settings to cause damage or harm.
The list includes Save software from WhenU.com, a behavioral ad company that came under fire more than two years ago for delivering adware bundled with other consumer programs. The company subsequently changed leadership and vowed to change its business practices to become more transparent and permission-based.
Other programs included in the Trusted Download program include ad applications from Vomba Network and tracking software from Camshare LLC, Coupons Inc. Crawler LLC, Tacit Software and NeoEdge. Other applications are currently being considered for addition to the program, which is still in a beta test mode.
The whitelist is designed to help Web portals and content and search providers make decisions about which software products to distribute, both in their own advertising programs and in partnerships. Computer and personal security watchdogs have scored Web portals such as Yahoo! for striking distribution deals with alleged adware or spyware producers.
Internet sponsors for the Trusted Download certification program include AOL, CNET Networks, Microsoft, Verizon and Yahoo! TRUSTe hopes their participation will provide the incentive software makers need to seek certification.
“The Trusted Download program represents another important step toward making downloadable software more transparent,” said Ari Schwartz, deputy director of the Center for Democracy and Technology, also a program sponsor. “By assuring compliance with consumer protection standards, the Trusted Download program will help companies make more informed decisions about potential partners in this growing industry.”
