MARKETmatrix with IP Audience Zones Receives TRUSTe's TRUSTed Cloud Data Privacy Certification

ANDOVER, Mass., Dec. 7, 2011 -- Semcasting announced today that MARKETmatrix with its IP Audience Zones data has received TRUSTe's TRUSTed Cloud Data Privacy Certification, the first online data privacy certification service for B2B cloud, SaaS and other service providers. TRUSTe's TRUSTed Cloud certification demonstrates Semcasting follows TRUSTe's privacy standards when handling sensitive user data on behalf of their customers – specifically in regards to collection, flow, security measures and usage policies.

MARKETmatrix with IP Zones employs patented genetic modeling to segment all U.S. residents into 5.2 million IP Zones. Each Zone is scored against 120 demographic variables to form clusters of IP Addresses with common attributes for life stage, affluence, social status, and buying interests. IP Zones provides 3+ times the reach of cookie-based platforms and 77 times more granular targeting than zip code geo-targeting. IP Zones is the first comprehensive IP Address targeting solution providing near 100% coverage that is available for integration into Ad Networks, DSPs and Trading Desk platforms.

"Two main challenges in online advertising today boil down to reach and attribution," according to Ray Kingman, CEO of Semcasting. "Are you reaching the right audience and can you prove it. IP Zones solves both of these problems by opening up the prospect universe to all inventories not just the 35% that have cookies. With IP Zones you can now verify that ads are being seen by an audience that is both in the market and can afford what you're selling."

Rather than chasing pixels or placing cookies, IP Zones relies on robust proprietary methods to cluster visitors by their user type and geo-demographic attributes. TRUSTe certification of IP Audience Zones validates that the platform provides no linkage, and cannot be tracked back, to any individual's personally identifiable information. Additionally, the certification demonstrates that Semcasting's data practices behind IP Zones is trusted and proactively protects user privacy.

About TRUSTed Cloud

TRUSTed Cloud was developed to establish clear data privacy practices in a distributed cloud environment. With TRUSTed Cloud, online service providers can communicate that their customer data is handled responsibly by adhering to TRUSTe's high privacy standards and complying with all government regulations.

TRUSTed Cloud certification builds platform trust by immediately showing that an online service provider:

• maintains clear and accurate disclosure of all privacy practices and policies;
• complies with a set of privacy program requirements based on transparency, choice and accountability; and
• guarantees that all of its data collection, sharing and usage meet the TRUSTed Cloud program requirement criteria.

About Semcasting

Semcasting is a supplier of predictive data solutions that helps marketers, agencies and ad networks target online and offline customers. IP Zones contains information on more than 227 million individuals–mapped to demographic Zones of IP Addresses. Semcasting data is licensed to postal compilers and ad networks and is used by hundreds of public and private companies each month supporting their marketing campaigns.