Target Corp. published a full-page apology in some newspapers Monday for a data breach it said affected 110 million customers.
The company ran ads in "some major newspapers" apologizing for the breach that was originally reported to have affected 40 million accounts.
"Our top priority is taking care of you and helping you feel confident about shopping at Target, and it is our responsibility to protect your information when you shop with us," the ad said.
"We didn't live up to that responsibility, and I am truly sorry," said the ad, which was signed by Target Chief Executive Officer Gregg Steinhafel.
Target first reported 40 million customer accounts were affected but later upped the total to 70 million and then 110 million.
ABC News reported Monday that Steinhafel also apologized in a personal interview.
"Clearly, we're accountable and we're responsible," Steinhafel said. "But we're going to come out at the end of this a better company. And we're going to make significant changes. I mean, that's what you do when you go through a period like this. You have to learn from it and you have to apply those learnings. And we're committed to do that."
The executive has been backing a "chip-and-PIN-number system" that would spell the end of the magnetic strip on debit and credit cards. That is not readily available and won't be until late 2015, ABC News said.