Building Trust
for a Networked World
October 30-31, 2008
TRUSTe: Over 10 Years of Impact
Web Privacy Seal
• 3,200 Websites
• 1,500 companies
• 22 of Top 50 most visited
websites
• 1 Million “click-to-verify”
pageviews monthly
• Thousands of consumer
complaints resolved annually
• EU Safe Harbor Seal Program
• Global Translation Services
• Children’s Online Privacy
Protection Act Safe Harbor
• Email Privacy Seal
• Trusted Download Program
3
TRUSTe’s Success
Brand Awareness
23%
Consumer
Brand Awareness
Proven ROI
I
Audible.com Example
Without
TRUSTe
Seal
With
TRUSTe
Seal
22%
Increase in
Order Value
Representative Clients
i
li
25 of Top 50 Websites
4
TRUSTe Mission
• Functioning as an independent trust authority with privacy as
our core
• Serving leading privacy trustmark to elevate responsible players
and assure individuals
• Creating practical solutions to the challenges of trust
• Benefiting all constituents of the global digital society -
consumers, businesses and governments
Advancing Privacy & Trust
for the Networked World
5
REGULATORS
Want Enforcement and
Compliance Assurance
CONSUMERS
Look to Identify
Trustworthy Online
Businesses
BUSINESSES
Need to Demonstrate
Compliance with Privacy
Best Practices to Gain
Consumer Trust
Building Privacy and Trust for a Networked World
6
A Gap in Consumer Trust
Sources: Forester Research, October 2006, Pew Internet Research,
May 2005, TNS/TRUSTe Survey, Spring 2007
Spam
Spyware
Identity
Theft
Consumers’
Need for Trust
Rising . . .
41%
Provide
Inaccurate
Data
30%
Don’t Purchase
Online
71%
Refrain from
Registering
80%
Concerned
about
Privacy
. . . Impacts
Online Behavior
7
TRUSTe’s Seal Key to Consumer’s Buying
Decision
88
9
3
0
10
20
30
40
50
60
70
80
90
100
Very /Somewhat
Useful
Not Very Useful
Not at All Useful
2007
How useful do you think the TRUSTe Seal is in deciding
when and how to disclose your personal information?
Source: TNS Consumer Survey, October 2007
8
Measuring Digital Engagement Through Profit
3-5% Increase in
Application Conversi