Evidon: First Provisionally Approved Technology Provider for European Self-Regulatory Programme by European Interactive Digital Advertising Alliance

LONDON – Following confirmation of the agreement between the Digital Advertising Alliance (DAA) in the US and the European Interactive Digital Advertising Alliance (EDAA) in Brussels, Evidon – the world leader in empowering consumers and businesses to see, understand and control data online – is proud to announce its status as a Provisionally Approved Icon Provider for businesses in Europe to comply with the European Interactive Digital Advertising Alliance’s Self-Regulatory Programme for Online Behavioural Advertising using the industry standard Advertising Option Icon.

The provisionally approved status of Evidon as an Icon provider within the Programme is one key enabler in companies’ compliance with the broad rollout of the EDAA’s self-regulatory programme, which has ambitious goals for 2012. Evidon has been delivering the OBA Icon in agreement with DAA for EU clients since June 2011. As of May 2012, Evidon has more than 50 advertisers, ad networks, DSPs, agencies and publishers utilising its AdChoices notice in 16 local languages across all EU Member States. Evidon delivers the OBA Icon on more than 40 billion behaviourally targeted ads each month, a significant portion of which are in the EU.

“The establishment of the OBA Self-Regulatory Programme through EDAA is a key step in helping to foster more transparent relationships between site owners, advertisers, technologies and consumers,” commented Alain Heureux, President of the IAB Europe and Chairman of the EDAA. “We are pleased that Evidon, with its track record of partnering with the industry to power effective privacy controls worldwide, and broad, successful self-regulation, is now helping companies to put in place effective measures by providing the OBA Icon in Europe in accordance with this Programme.”

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.

Commenting on Evidon’s new status as an EDAA Provisionally Approved Icon Provider, Scott Meyer, Founder and CEO, said: “We are delighted with this endorsement and to be recognised as one of the leaders in providing privacy control through technical and compliance services. We look forward to working closely with the EDAA in helping to create a more trusted environment for everyone in the European online ecosystem.”

ABOUT EVIDON

Evidon empowers consumers and businesses to see, understand and control data online.

With insights fuelled by its Ghostery browser extension, automated scanner, and rich, 1,000+ company privacy database, Evidon enables businesses to assess the cookies and other tracking activity on their websites, helping them to protect their audience data and improve performance. As the first and largest dedicated provider of privacy and compliance solutions for digital media, Evidon also enables leading brands, agencies, publishers, advertising networks and others to comply easily with privacy laws and self-regulatory programs across North America and Europe. Evidon serves over 1.5 billion “Ad Choices” notices daily on behalf of these businesses – in the U.S. and in local languages across Europe – giving consumers transparency into and control over how their information is used online. With technology integrations into Adobe, Appnexus, DataXu, DoubleClick, DoubleVerify, Invite Media, MediaMath, Pointroll, Pubmatic, TagMan, Turn and more, Evidon makes delivering privacy notices easy.

By protecting themselves and empowering consumers, businesses build their brands and improve results.

For more information, please visit: www.evidon.com.

ABOUT EDAA

The European Interactive Digital Advertising Alliance 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.

Follow the EDAA setup progress on Twitter: @EDAAStatus

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