NEW YORK--(BUSINESS WIRE)--Collective, a full service provider of media and technology solutions for display advertising, and Evidon (formerly Better Advertising), the first company selected by the Digital Advertising Alliance to power its online behavioral advertising self-regulatory program, have teamed up to power ad notice (using the Advertising Option Icon) for more than 28 premium publishers and advertising networks powered by Collective’s AMP media management platform.
This story was first reported in Adweek: http://www.adweek.com/aw/content_display/news/media/e3iec7fbbbac6fbffe8c021405bfce42163
Collective and Evidon signed the deal to make Evidon’s OBA solution available to Collective’s AMP platform customers just weeks after the completion of technical specifications for Ad Choices (the Icon) were completed. The first AMP Client to take advantage of this new solution is Collective Display, which is utilizing the Evidon solution exclusively.
“Collective’s business, both on the media and technology fronts, is built to serve the needs of brand advertisers,” said Collective CEO, Joe Apprendi. “It’s only natural that we’ve chosen to make the best, market-proven solution - Evidon InForm - available to our advertising and platform customers in support of the entire ecosystem.”
Collective’s AMP platform, which last year transacted a half a billion dollars’ worth of advertising and powers more than 15 billion impressions each month, provides a complete suite of revenue and audience management solutions for publishers, ad networks, and agencies. AMP powers the ad business of more than 28 premium publishers and ad networks including IDG TechNetwork, Everyday Health, Batanga, Sojern, Bizo, AARP, SixApart, and Internet Broadcasting.
Evidon – formerly Better Advertising - 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—Evidon InForm-- is operating at scale, delivering the Advertising Option Icon and corresponding notice in billions of monthly advertising impressions across the internet for leading brands.
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.
“The challenge that we as an industry have to address in the short term is scaling the self-compliance program, and this initiative with Collective is a great step in that direction,” said Scott Meyer, Founder and CEO, Evidon. “As leaders in the industry-wide online privacy initiative, Evidon is pleased to bring the Self-Regulatory Principles of consumer choice and increased transparency to so many media companies via Collective’s market-leading platform.”
Founded in 2005, Collective is a full service provider of media and technology solutions for display advertising. We help brand advertisers and leading publishers monetize quality audience data and brand safe ad inventory. Collective's industry expertise provides a strategic advantage to its clients by leveraging proprietary audience modeling, insights and ad effectiveness metrics. Our flagship products, Collective Display and Collective Video®, are powered by AMP®, our market-tested ad management, targeting and analytics platform. A member of the NAI, IAB, AAAA and OPA, Collective is headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco and London. For more information, please visit www.collective.com.
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 Evidon results. For more information, please visit: www.evidon.com.
Notes on the DAA and the Industry Self-Regulatory Program
Launched by the nation's largest media and marketing trade associations: the American Association of Advertising Agencies(4A’s), the American Advertising Federation (AAF), the Association of National Advertisers (ANA) the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB), with support from the Council of Better Business Bureaus (CBBB), and he Network Advertising Initiative (NAI) the Self-Regulatory Program for Online Behavioral Advertising responds to the Federal Trade Commission’s call for more robust and effective self-regulation of online behavioral advertising practices that would foster transparency, knowledge and choice for consumers. The Program promotes the use of the “Advertising Option Icon” and accompanying language, to be displayed where data is collected and used for behavioral advertising. The Advertising Option Icon indicates a company’s use of online behavioral advertising and adherence to the Self-Regulatory Principles for Online Behavioral Advertising, guiding the Program. More information about the DAA and its member associations is available at: http://www.aboutads.info