– “Doing it Now” Campaign Promotes Adoption of Industry Self Regulatory Effort and Applauds the Leading Brands and Agencies Proactively Championing Transparency
– Company “Walking the Talk” by Leveraging the “Ad Choices” Icon to Demonstrate Increased Efficacy through Transparency in Behavioral Campaign
NEW YORK – Evidon, the leading provider of compliance services for management of the Digital Advertising Alliance’s (DAA) Self-Regulatory Program for Online Behavioral Advertising (OBA), announced the launch of a major advertising campaign in support of the Digital Advertising Alliance’s Self-Regulatory Program for Online Behavioral Advertising.
Evidon has launched the “Doing it Now” ad campaign in cooperation with its major agency, brand, publisher, network and technology partners. The goal of the campaign is to demonstrate how many businesses are proactively championing consumer privacy and supporting the DAA’s Self-Regulatory Program for Online Behavioral Advertising, and, in turn, to spur further adoption of the Program.
Each ad creative in the campaign features a different partner who is empowering consumers and demonstrating compliance with the Program through Evidon. The campaign, which will run for two months, marks the first time that an OBA compliance service provider is deploying the Ad Choices icon (and the Evidon ad notice experience that flows from it) across its own ad campaign.
Merely seven months after the launch of the DAA and the Industry Self-regulatory program, more than 80 brands and 20 networks and technology partners already work with Evidon and its partners to power their company’s compliance programs.
“As an Evidon Design Partner from the beginning, we’re especially excited to be part of this campaign,” said Grace Liau, Senior Vice President at VivaKi. “At VivaKi, we understand quite clearly how the enabling of transparency through this program can move privacy and compliance from a burden to an asset for brands, each of whom is looking for an interactive conversation with their consumers online.”
Evidon’s Assurance Platform – Evidon InForm – simplifies and speeds compliance with OBA principles for brands, agencies, publishers, networks and technology providers. Evidon InForm enables simple and scalable implementation of the Advertising Option Icon into display ads and Web sites, and gives consumers access to and control over how information is collected and used – while providing the option of opting out altogether.
“It is so important that as an industry we stop waiting on the sidelines, and start activating the approved DAA program. This campaign underscores that message and is a call to action for us all – the time to act is now.” said David Cohen, Global Digital Officer for UM. “We’re fully behind the DAA program, and we’re very pleased to be part of this campaign.”
Evidon is the first company designated by the DAA as an approved provider of compliance services for the Self-Regulatory Principles for OBA. This includes the ability to deliver the Advertising Option icon on behalf of companies that are participating in the self-regulatory program. The company’s Assurance Platform—Evidon InForm– is operating at scale, and has already delivered the Advertising Option Icon and corresponding notice with over 20 billion advertising impressions for leading brands.
“We’re definitely walking the talk by utilizing OBA in a campaign about enabling transparency in OBA,” said Scott Meyer, Founder and CEO of Evidon. “Studies show very clearly that consumers prefer the full transparency that our solutions enable. It’s not just about linking to a privacy policy. It’s about notice and choice – where did the data come from and what can I do to access my profile online. This is what the DAA program calls for and it’s what we are providing for our partners in hundreds of millions of impressions every day.”
Evidon is the leading technology company enabling online advertising transparency, in no small part through its leadership role in the Open Data Partnership (ODP). An alliance of online behavioral advertising companies, the ODP gives consumers access to and control over the information those companies have collected about their interests directly from an ad impression or publisher site that uses Evidon’s platform.
About Evidon 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 results. For more information, please visit: www.evidon.com.
