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Certifier: Business Model Switch Levels Playing Field


June 22, 2010

Part of Web site privacy certification provider Truste's goal in changing its business model from nonprofit to raising venture capital is to reach out to smaller online companies, CEO Chris Babel explains in a Financial Post report. The company is also looking at providing privacy standards for location-based services, behavioral advertising and social networking, the report states. To date, the company has been most closely associated with large corporations. "I was really trying to help the small guy have a more level playing field," he said, by lowering the cost of certification, adding, "If a consumer could be assured the smaller merchant had robust protections regarding use of personal data, he or she might be more apt to buy something from that site."
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