• by Wendy Davis , April 3, 2012

TRUSTe today is unveiling a new tool that will enable mobile companies to inform iPhone and Android users about targeted ads and allow them to opt out.

To accomplish this, TRUSTe is offering app developers access to a software development kit that will place an identifier -- which it calls a Trusted Preference Identifier -- on users' devices. If people opt out of receiving targeted ads, that information will be tied to their identifier.

Mobile companies will be able to access the database of Trusted Preference Identifiers and determine whether users have opted out, in which the mobile companies won't serve targeted ads to those users.

Companies that have already indicated they will use the tool include Electronic Arts, HasOffers, Human Demand, InMobi, JiWire, Medialets, Millennial Media, and Nexage.