Privacy solutions provider Truste, in an extremely well-timed announcement just after Facebook expanded targeting on advertisements seen on their sites and apps, told users that they were going to be updating their Truste app to allow them even more control over where, when and what type of digital ads they see.
The app allows users to click on a “thumbs up” or “thumbs down” icon when they see advertisements for dating, finance, autos, games and more, giving them the option to opt-out of these behaviorally targeted ads and, even more, make selections about which categories of advertisements that they actually want to see.
Those familiar with AdChoices, which lets users opt out of individual ads, now have an alternative that lets them opt out of all ads, and manage their preferences, all in a single place. This is similar to a prior version of the Truste app except that the previous version didn’t allow users to add specific interest categories or remove specific ads.
A Truste spokesperson said that “Now we’re making it simpler for consumers to manage all those preferences in one app, instead of going through each separate ad on different Web sites,” adding that “People can also use the app to opt out of — or into — getting ads from specific ad networks and companies such as 33Across, Accordant Media and BrightRoll.”
Truste said that, after three months of field tests, upwards of 90% of consumers were choosing to share their interests, and that of those 90% nearly half had selected multiple interests. They also said that, when it comes to interest-based ads, 80% had selected what types they did and didn’t wish to see.
Truste also got information on which ad categories consumers liked the best, noting that the top five were technology, news, health, travel and games. On the other end were the bottom five including career ads, finance ads and ads about dating, cars and education.
Facebook has already announced that they won’t honor the “do not track” setting available to users through their browsers but instead will allow them to opt out through the AdChoices program, which is run by Digital Advertising Alliance, a self-regulatory group.
The social media giant also announced a new ad preference tool that will let users add or remove various ad categories, which is strikingly similar to what the Truste app allows users to do.
The Truste app will, sometime later this month, also be updated to let users see how relevant there advertising experience is based on their ad choices. This Ad Relevance score will be based on opt-ins and opt-outs, with opt-outs lowering the score.
It remains to be seen how popular the new Truste app will be, seeing as they still haven’t gotten enough ratings to get an average rating in the App Store and, over at Google’s PlayStore, have only gotten a measly three reviews thus far.
Whatever the case may be, the fact is that more and more apps are going to be developed in the near future that give users the ability to control the type of advertising they receive at a very high level. Knowing this, you can be sure that advertisers everywhere are beginning to sit up and take notice.