NEW YORK--(BUSINESS WIRE)--Evidon and Tapad announced today that they have forged an agreement to develop and refine notices and opt-out practices for online behavioral advertising (OBA) on mobile web properties. The agreement also extends Tapad’s access to Evidon’s Assurance Platform, Evidon InForm, beyond the US and throughout the EU and its corollary self-regulatory programs. By using Evidon as the technology platform to deliver in-ad notification in both display and mobile web ads, Tapad is the established mobile leader in compliance and self-regulation.
Through the partnership, Tapad will employ Evidon’s industry-standards for demonstrating compliance with the Digital Advertising Alliance’s (DAA) program. Evidon InForm enables simple and scalable implementation of the Advertising Option Icon into display ads and websites, and gives consumers access to and control over how their information is collected and used, with the option of opting out altogether.
Are Traasdahl, Founder and CEO of Tapad commented, “Through our partnership with Evidon and the commitment of the Tapad technical team, our goal is to create a healthy, transparent eco system for mobile advertising. We are dedicated to ensuring the protection of consumers’ privacy and to give them choice and control over their data.”
Added Scott Meyer, founder and CEO of Evidon, “Tapad joining our dossier of clients represents a number of different firsts for the industry self-regulatory program. As the first company leveraging the icon across multiple screens, and also the first in the mobile retargeting space, we see them as a very strategic partner. We’re thrilled to be working with their team.”
Tapad joins the growing list of companies using Evidon to power their compliance efforts in order to inform consumers about how the industry collects and uses interest-based data. Evidon was the first company designated by the Digital Advertising Alliance as an Approved Provider of compliance services for the Self-Regulatory Principles for Online Behavioral Advertising (Principles). This includes the ability to deliver the Advertising Option (or Forward I) icon on behalf of companies who are participating in the self-regulatory program. The company’s Assurance Platform is operating at scale, delivering the Advertising Option Icon and corresponding notice in billions of monthly advertising impressions across the Internet for leading brands.
Tapad recognizes Evidon as the leading technology company that enables online advertising transparency through its leadership role in the Open Data Partnership (ODP) alliance. The ODP of online behavioral advertising companies gives consumers access and control over the information companies have collected about their interests, directly from an ad impression or publisher site, which uses Evidon’s platform.
This story first appeared in Online Media Daily: http://www.mediapost.com/publications/article/162362/evidon-tapad-partner-on-mobile-behavioral-ads-op.html
About Tapad
Tapad is the first digital advertising solution for real-time mobile audience buying and cross-device targeting. Marketers use Tapad to obtain a unified view of their customers across smartphones, tablets, computers and smart TVs, enabling more consistent, relevant and device-specific messaging. Tapad is backed by an outstanding group of digital media pioneers, including former executives of the DoubleClick and RightMedia digital ad exchanges (acquired by Google and Yahoo, respectively). For more information, please visit: www.tapad.com.
About Evidon
Evidon is the first and largest approved provider of “Ad Choices” notice in the world, serving more than a billion notices daily on behalf of hundreds of leading brands, agencies and solutions providers. Evidon technology and strategic services enable these companies to comply with each privacy law and self-regulatory programs across North America and Europe. By protecting their business and enabling transparency for consumers, these companies build their brands and improve results. With insights fueled by its popular Ghostery browser extension and its rich, 800+ company privacy database, Evidon is the only company serving notice in the EU in local languages, giving consumers transparency into and control over how their information is used online. For more information, please visit: evidon.com.