LONDON – Evidon, the digital marketing intelligence company, announced that its Ghostery service has added the 1,300th company to its database, and has surpassed 2,800 individual tracking elements in its comprehensive library of marketing technologies. The Ghostery library is comprised of pixels, tags, inline frames, scripts, and other page code that glean user information, count impressions, and enable other data collection and ad targeting on websites all over the world.
“Ghostery’s growth and devoted user base enable us to see the invisible web of marketing technology more comprehensively and uniquely than ever before,” said Evidon CEO Scott Meyer. “A common quantitative research panel might be comprised of 50,000 users. But, our GhostRank Panel has more than 7.8M users who enable us to index activity on more than 26M domains every day, all over the world. The anonymous data from our panel reveals deep insights that empower advertisers and publishers to make better and more informed decisions about their partnerships in the data ecosystem.”
The Ghostery library is also used to classify each tracker in what publishers call “the redirect chain” of tracking elements. These relationships are generally crafted to benefit the publisher and underlie how the digital marketing ecosystem functions. But, without deep visibility into how each tracker in a given redirect chain functions, website owners cannot discern what affect each tracker may have on their site. This, in turn, could lead to slower page load times and cost website owners and online retailers money.
With the rapid emergence of new technologies and the continued evolution of established tracking services, it is increasingly difficult to stay informed of just how far the tracking tag chain can reach. Toward fostering a better understanding of this ecosystem, Evidon released the second edition of its Global Tracker Report in late February. For a copy of the report, please visit: http://www.evidon.com/evidon-insight-central
Evidon reveals the invisible web.
Its technology gives brands, publishers, networks and other businesses around the world unique insight into the digital ecosystem—including unparalleled intelligence on the marketing technologies that underpin the commercial web —and the power to control their impact on business.
Evidon’s technology includes Ghostery®, the industry-leading browser tool that reports on data collection across 26 million websites and informs the company’s business control solutions. Evidon also provides market-leading privacy controls for more than $1 billion of display media annually that empower more than 150 million people a day to control how their information is used online.
Companies make smarter decisions, protect their businesses and consumer privacy, and grow revenue as a result. www.evidon.com