AdTruth Demonstrates First Implementation of DNT Technology by a Device Recognition Company

NEW YORK, Nov. 8, 2011 /PRNewswire/ -- AdTruth™, a pro-privacy device recognition technology initiative within 41st Parameter, has unveiled the first implementation of Mozilla's Do Not Track (DNT:1) by a company actively developing audience tracking technology. The live demo can be seen in person in booth #2046 at ad:tech.

"We take privacy extremely seriously," said Geoff Gieron, business development strategist at AdTruth. "Too many vendors look to obey the letter – but not the spirit – of privacy rules and regulations. That's exactly the wrong approach. We embrace and adhere to the strictest interpretation of privacy regulations and believe that the right approach is also the best approach for our business."

AdTruth's device recognition technology maintains user anonymity while enabling marketers to collect the targeting data they need. In the case where people elect to opt out of tracking all together, AdTruth honors the Do Not Track HTTP header (DNT:1), ensuring that consumer requests are respected. Mozilla has recognized and noted AdTruth's pro-privacy efforts in their privacy blog.

The video demo, which shows how simple it is for a person to opt-out of being tracked, is available on the AdTruth site. When someone tells a browser supporting DNT that they do not want to be tracked, AdTruth ceases collecting any data, perfectly preserving their privacy and anonymity.

AdTruth is currently in production pilots with a number of companies in the digital advertising industry. Companies interested in exploring the benefits of the technology should contact AdTruth at [email protected].

About AdTruth

Born of the inherent conflict between tracking online behavior and privacy, AdTruth meets the needs of the advertising industry while respecting the wishes of consumers. AdTruth augments cookie-based tracking technologies by recognizing a device without collecting any personally identifiable information. AdTruth works on all devices—PCs, laptops, smartphones and tablets—to increase audience recognition for targeting and retargeting. For more information about AdTruth, visit www.adtruth.com.

CONTACT:

Greg Peverill-Conti
[email protected]
781-966-4100

SOURCE AdTruth