NEW YORK--(BUSINESS WIRE)--The Better Advertising Project, Inc. (Better Advertising) today announced that it has rebranded the company as Evidon. Clearly evoking the term “evident,” as it brings clarity to the online community amid the confusion of industry self-regulation, Evidon launched today with a joint announcement alongside VivaKi that they have chosen Evidon as VivaKi’s Preferred Provider of compliance services. By collaborating with Evidon, VivaKi brings its agencies into the Digital Advertising Alliance (DAA)’s Self-Regulatory Program for Online Behavioral Advertising. VivaKi was the first of the five major holding companies to pilot with Better Advertising starting in July 2009, and is now leading the way for its clients to come into full compliance with the self-regulatory standards with this type of an agreement.
This story was first reported in Adweek: http://www.adweek.com/aw/content_display/news/digital/e3ic4c86ee4443527285903bbae51194850.
The agreement brings Better Advertising’s Assurance Platform, which has been rebranded as Evidon InForm, to all VivaKi agencies, and allows VivaKi to promote participation in the Open Data Partnership -- a new cross-industry initiative to give consumers more transparency and control over advertising -- to all its eligible entities. VivaKi will also encourage participation in this new cross-industry initiative to the ad networks, data providers and DSPs that they work with.
Through the relationship, VivaKi – a strategic entity within Publicis Groupe that includes Digitas, Razorfish, Starcom MediaVest Group and ZenithOptimedia- will offer its clients Evidon’s industry standard method for demonstrating compliance with the DAA program. Evidon InForm enables simple and scalable implementation of the Advertising Option Icon into display ads and gives consumers access to and control over how their information is collected and used, with the option of opting out altogether.
“At VivaKi, our brands are committed to providing the best consumer experience on behalf of their clients,” said Sean Kegelman, SVP Partnerships and Ventures, VivaKi. “Online data helps us determine what is relevant and meaningful for consumers. Self regulation of the industry is the only way we can ensure that we are honoring and respecting their privacy, while still delivering the content they love.”
Better Advertising – now Evidon - is 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.
“This decision by VivaKi and its agencies demonstrates their commitment to transparency for consumers,” said Scott Meyer, founder and CEO of Evidon. “Increasingly, we’re seeing that the thought leadership exhibited by the commitment to transparency by the likes of such global companies as VivaKi is bringing other agencies and their clients around the world in line.”
Evidon is the leading technology company enabling online advertising transparency, in no small part through its leadership role in the Open Data Partnership. An alliance of online interest-based advertising companies, the Open Data Partnership gives consumers access to the information those companies have collected about their interests directly from an ad impression or publisher site that uses Evidon’s platform.
Selected by the Digital Advertising Alliance to power its online behavioral advertising self-regulatory program, Evidon (formerly Better Advertising) enables a more trusted environment for everyone in the online ecosystem. It gives businesses an easy, standard way of providing evidence of compliance with industry guidelines, and consumers more transparency into, and control over how their information is used online. By empowering consumers and earning their trust, businesses build their brands, participate in OBA with confidence and generate better advertising results. For more information, please visit: www.evidon.com.
VivaKi is part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; and part of the CAC 40 index) the world’s third largest communications group. VivaKi aggregates the marketplace influence of four autonomous brands, including two global media agency networks: ZenithOptimedia and Starcom MediaVest Group; and two leading digital marketing agencies: Digitas and Razorfish. On behalf of its agency brands and their clients, VivaKi faces the market to help identify and build technology, message distribution, audience aggregation and content solutions for the future. Sitting at the core of VivaKi is the VivaKi Nerve Center, which serves as a think tank, R&D center and testing ground to activate new pathways for clients to connect with consumers in an increasingly digital world. VivaKi also includes a Talent & Transformation Practice, which leverages the scale of the VivaKi brands to develop and deliver tools and approaches designed to attract, develop, train, motivate and reward the world's best people.