Politech: Doubleclick, Microsoft officers join TRUSTE board of directors

[Declan McCullagh <declan () well com>]

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press release follows...

TRUSTe NAMES KEY TECHNOLOGY AND MARKETING EXECUTIVES TO BOARD OF DIRECTORS

Oracle, DoubleClick, Microsoft and Digital Impact Executives to Provide 
Guidance on Evolving Privacy Issues

San Francisco – Jan. 13, 2003 – TRUSTe, widely known for its global privacy 
seal program, today announced four new additions to its board of directors, 
including Joseph Alhadeff, vice president for global public policy for 
Oracle Corporation; Hans Peter Brondmo, senior vice president of strategy 
and corporate development for Digital Impact, Inc.; Peter Cullen, chief 
privacy strategist for Microsoft, and Bennie Smith, chief privacy officer 
for DoubleClick. Leveraging highly successful business and management track 
records, the new board members will support TRUSTe as it provides guidance 
and enforcement to its members and consumers on emerging privacy issues 
such as wireless location-based services and spam.
The addition of the new board members demonstrates TRUSTe’s growing 
influence in public policy and its commitment to building an international 
framework for trust.  As TRUSTe prepares for its next phase of growth, new 
members bring industry experience that will help boost future privacy 
initiatives.
"TRUSTe continues to build upon the board's strong foundation by adding 
leaders such as Joe Alhadeff, Hans Peter Brondmo, Peter Cullen and Bennie 
Smith to help shape the organization's long-term privacy strategy," said 
Fran Maier, executive director and president of TRUSTe. "These four 
individuals reflect not only the depth and quality of our board, but also 
the diverse backgrounds needed to battle emerging privacy issues."
Joseph Alhadeff is the vice president for global public policy and chief 
privacy officer for Oracle Corporation, a leading supplier of information 
management software.  Alhadeff is responsible for managing Oracle’s global 
electronic commerce, Internet policy and privacy.  He also serves as vice 
chair of the Business and Industry Advisory Committee to the Organization 
for Economic Cooperation and Development.
“Information systems and networks are more interconnected than ever and 
privacy has become a global corporate imperative,” Alhadeff said. “TRUSTe's 
leadership in developing a safe harbor compliance program and continuing 
work in developing international solutions provides a valuable resource for 
global companies seeking enterprise-wide solutions.”
Hans Peter Brondmo is senior vice president of strategy and corporate 
development, and fellow for Digital Impact, Inc., which provides online 
direct marketing solutions that help Fortune 1000 companies engage 
prospects and customers with email. Brondmo is an entrepreneur, having 
successfully launched several high-tech companies, and the best-selling 
author of “The Eng () ged Customer: The New Rules of Internet Direct 
Marketing.”  He is currently the chair of an anti-spam technology working 
group for a coalition of more than 40 leading email service providers.
“The Internet is being used today in ways it was never intended when first 
designed. While it has held up remarkably well, fraud and abuses such as 
spam are testing its limits,” says Brondmo. “Upgrades to the technology and 
to codes of conduct are key to ensure greater accountability of the medium. 
I am very pleased to be joining TRUSTe’s board as I see the organization 
playing a critical role in ensuring an accountable net.”
Peter Cullen is chief privacy strategist at Microsoft and is directly 
responsible for managing the development and implementation of programs 
that enhance the privacy of Microsoft products, services, processes and 
systems, both internally and worldwide.  Cullen brings more than a decade 
of experience in privacy and data protection work to his role at Microsoft, 
leveraging his expertise in the privacy industry to secure even further 
value for customers and serve as an effective advocate for strong consumer 
privacy safeguards.
“Ensuring the protection of privacy is a key driver of customer trust as 
well as a business imperative today,” Cullen said. “I’m pleased to be 
engaging with industry groups such as TRUSTe to help shape future privacy 
initiatives and standards that put consumers and businesses in greater 
control of their personal information.”
Bennie Smith is chief privacy officer for DoubleClick, which provides tools 
for advertisers, direct marketers and Web publishers to plan, execute and 
analyze their marketing programs.  Smith is currently responsible for 
guiding privacy policies and practices across the company’s business units 
and works with catalog retailers and Fortune 100 companies to institute 
effective privacy policies.  Previously as DoubleClick's director of 
business operations and privacy, he established privacy practices and 
policies for the company's email technology division.  During this time, he 
developed DoubleClick's opt-in email policies, some of the strictest and 
most effective in the industry, and was part of the team that launched one 
of the industry's first email organizations, which led the way in 
establishing email marketing privacy guidelines.
"I am proud to be associated with an organization so committed to building 
consumer trust and confidence on the Internet," said Smith.  "With the 
emergence of new technologies and an increase in the number of ways that 
information can be collected, used and shared, it’s more important than 
ever to have an organization such as TRUSTe play a critical role in forming 
and promoting effective industry best practices."
Alhadeff, Brondmo, Cullen and Smith join 15 other board members that 
include Christine Varney, chairperson, Hogan & Hartson; Fran Maier, 
executive director and president, TRUSTe; Parry Aftab, executive director, 
WiredSafety.org; John Berard, managing director, PR21; David Hoffman, 
director of privacy, Intel Corporation; J. Walter Hyer, chief privacy 
officer, AT&T Wireless; Jill Lesser, strategic policy advisor, AOL Time 
Warner, Inc.; Harriet Pearson, chief privacy officer, IBM Corporation; 
Ralph Terkowitz, chief technology officer, The Washington Post; Richard 
Purcell, founder, Corporate Privacy Group and emeritus board members Andy 
Blackburn, Roger Cochetti, Lori Fena and Terry Pittman.
About TRUSTe
TRUSTe is an independent, nonprofit organization dedicated to enabling 
individuals and organizations to establish trusting relationships based on 
respect for personal identity and information in the evolving networked world.
Founded in 1997, TRUSTe runs an award-winning global privacy certification 
and seal program. Its seal programs are considered Safe Harbors for the 
Children's Online Privacy Protection Act (COPPA) and the EU Safe Harbor 
Framework. Today, TRUSTe maintains the largest privacy seal program with 
nearly 1,300 Web sites certified throughout the world including AOL, 
Microsoft, IBM, Nationwide and the New York Times.  TRUSTe’s mission 
extends standards, certification and oversight into email with Bonded 
Sender and wireless with the Wireless Advisory Committee. For more 
information on TRUSTe please visit www.truste.org.
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