Evidon, the leading digital marketing intelligence company, has today been named an approved technology provider of the “OBA Icon” by the European Interactive Digital Advertising Alliance (EDAA).
Today’s announcement endorses Evidon InForm as a credible and recognised platform under the European Self-Regulatory Programme on Online Behavioural Advertising (OBA) to serve the icon on behalf of companies delivering ads across Europe. When clicked, the OBA icon gives consumer’s transparency into, and control over how their information is collected and used by companies online, for interest-based advertising.
As of June 2013, Evidon has more than 75 advertisers, ad networks, DSPs, agencies and publishers utilising its AdChoices notice solution, Evidon InForm, in over 40 local languages across all EU Member States. Evidon provides privacy controls globally for more than $2 billion of display media and e-commerce transactions annually that empower more than 150 million people a day to control how their information is used online.
“A key part of helping our clients reach their best audiences is ensuring that the campaigns they run through us are delivered responsibly, with respect for consumer choice,” stated Gurman Hundal, co-founder of MEDIA iQ. “Evidon InForm has enabled us to be the best possible partner to those clients, helping us to easily deploy industry-leading privacy controls and maintain our status as a global leader in performance trading innovation.”
Today’s announcement firms up the provisional agreement in place between the EDAA and Evidon since mid-2012. Evidon’s AdChoices solution for OBA Self-Regulation is a key part of an “ecology of solutions” that the online advertising industry encourages within the complex European regulatory environment.
Ensuring that businesses can demonstrate compliance with the Programme across all environments, Evidon also recently added the first-of-its-kind mobile privacy-control app—“Ad Control”—to Evidon InForm Mobile. Available in the Apple and Google Play app stores, Ad Control enables consumers to set their preferences across in-app targeted advertising, including the ability to opt out. Over 20 companies, including Tapad, Jumptap, MediaMath, IgnitionOne, and Aerify, are integrating with Ad Control.
Oliver Gray, Director-General of the EDAA, commented: “We are pleased to recognise Evidon as a fully Approved OBA Icon Provider under the EU Self-Regulatory Programme on OBA and are convinced that this partnership will facilitate the further roll out of the OBA Icon across European markets and add strength to the Self-Regulatory initiative.”
“Since June of 2011, Evidon InForm has given European businesses an easy way to empower consumers with complete transparency into, and control over how their information is collected and used online, and currently serves more than 15 billion icons per month across desktop and mobile platforms in the EU and EEA,” stated Evidon CEO Scott Meyer. “Evidon’s official approval is another smart move by EDAA to continue to bolster this critical program and bring more trust to the digital ecosystem.”
ABOUT EVIDON
Evidon reveals the invisible web.
Its technology gives brands, publishers, networks and other businesses around the world unique insight into how the digital ecosystem really works, including unparalleled intelligence on the marketing technologies that underpin the commercial web and the power to control their impact on business.
Evidon technology includes Ghostery™, the industry-leading browser tool that reports on data collection across 26 million websites and informs the company’s business control solutions. Evidon also provides market-leading privacy controls for more than $2 billion of display media and e-commerce transactions annually that empower more than 150 million people a day to control how their information is used online.
Companies make smarter decisions, protect their businesses and consumer privacy, and grow revenue as a result.
For more information, please visit: www.evidon.com.
ABOUT EDAA
The European Interactive Digital Advertising Alliance (www.edaa.eu) is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe.
EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform.
EDAA is governed by EU-level organisations, which make up the value chain of OBA within Europe and acts to ensure European consistency in approach.
OBA EDUCATION ACROSS EUROPE
Primarily, the education campaign will drive awareness of the OBA icon, licensed by the EDAA and placed on online ads, to ensure consumers associate it with meaningful transparency, choice and control over online behavioural advertising.
The OBA icon is a means for consumers to identify where OBA is being practiced in a clear and contextual manner. The icon links consumers to a pan-European consumer choice platform at www.youronlinechoices.eu, which aims to inform and provide choice and control. The website has been revamped alongside the launch of the campaign.
Through the Programme, consumers will better understand online advertising, as well as the means that are available to them if they wish to file complaints. Credible consumer complaint handling mechanisms in each national market will be handled by well-established and recognised national advertising self-regulatory organisations (SROs).