Cross-device advertising specialist, Drawbridge, has forged a partnership with TRUSTe, the global privacy management solutions provider, to deliver a cross-device advertising privacy solution.

The partnership will see the TRUSTed Mobile Ads privacy management service integrated with the Drawbridge platform, delivering one of the first live, successful implementations of the TRUSTe solution for comprehensive consumer privacy preferences for mobile advertising.

According to TRUSTe, the ability for businesses to target mobile audiences with meaningful and relevant messages is still in its infancy, for a couple of reasons. First, the ecosystem is fragmented, with multiple systems. Second, consumers lack insight and awareness of preference management solutions and how they provide access to persistent ad preferences and controls. Truste says that the TRUSTed Mobile Ads solution unifies these disparate pieces of the ecosystem to provide an easy-to-use solution for consumers to understand privacy and their rights when it comes to individual choice and informational notice.

The TRUSTed Mobile Ads solution enables businesses to run technology, services and tools on the iOS and Android operating systems as well as mobile web and applications. It offers consumers broad and flexible privacy preference controls for their mobile devices. It also provides businesses and consumers with background of compliant companies and mobile targeting processes; and enables businesses to deploy products from both the buy and sell sides within the application or in the ad.

“Coming from Google, AdMob and Yahoo, the team at Drawbridge takes consumer privacy very seriously and this sensitivity forms the DNA of our company,” said Drawbridge CEO and founder, said Kamakshi Sivaramakrishnan. “We’ve carefully built Drawbridge’s core technology without the use of personally identifiable information. We chose TRUSTe as our partner because they have proven their experience and leadership over many deployments, including adherence to international guidelines such as the EU Safe Harbor standard, key to our global client business.”

Kamakshi founded Drawbridge in 2010 after leaving her role as senior optimization scientist at AdMob. The company officially launched in November 2012, and has paired over 500m mobile devices with desktop users, allowing it to extend major third party data providers’ audience segments to mobile, and conduct desktop-to-mobile retargeting campaigns. In pairing these devices, Drawbridge only uses information contained within publicly available ad requests.

You can access a whitepaper explaining Drawbridge’s pairing technology here.