– New Capability Integrated into Evidon Encompass, an Evidon Labs Product
– Expands Evidon’s Market Leading Capabilities across Multiple Platforms
WASHINGTON – Evidon, the leading digital marketing intelligence company, announced that it has acquired MobileScope, the data control and privacy platform for mobile applications. Neither company released the terms of the acquisition. MediaPost’s Online Media Daily first reported this news.
“I’m excited to see Evidon integrate MobileScope and help enable business to take control over the information collected by their mobile applications”
David Campbell, Ashkan Soltani, and Aldo Cortesi, three of the leading voices in consumer privacy and security in the world, developed MobileScope to enable transparency and control over tracking across the rapidly evolving world of mobile applications. With this acquisition, Evidon provides tremendous scale for these important tools and augments its expanding dataset that is the foundation of unique market intelligence coming out of Evidon Labs.
Mr. Soltani is an independent researcher and consultant focused on consumer privacy and security. He’s worked for the US Federal Trade Commission and was a key technical advisor to The Wall Street Journal’s “What They Know” privacy series. Mr. Campbell runs Safeinstance, which provides technology to secure cloud infrastructures. Mr. Cortesi has authored multiple privacy tools includingMitMProxy, a man in the middle proxy that can intercept, modify, replay and save HTTP/S traffic, and Netograph, which provides real-time snapshots of the social web.
The MobileScope team won the Data-Transparency Prize at the WSJ’s Data Transparency Weekend in April 2012. MobileScope is the only platform in the market that provides an easy to use method to monitor information flowing from mobile devices, in particular mobile applications.
“I’m excited to see Evidon integrate MobileScope and help enable business to take control over the information collected by their mobile applications,” said Mr. Soltani. “MobileScope’s integration into Evidon’s market intelligence solutions not only brings our tools to a much larger portion of the market, it brings together multiple transparency-enabling innovations to create unparalleled, comprehensive data controls for businesses.”
The number of unique tracking technologies grew globally by more than 50% across the web during 2012. With that number expected to increase, and a growing emphasis on tracking users across their mobile devices, it is a critical time for companies to have a comprehensive view of how tracking code is deployed across all of their properties, as well as its impact on their businesses.
To date, Evidon Encompass, the website analytics component of Evidon Labs, has enabled brands and publishers to see all of the tracking technologies across their websites and how they got there, as they are often redirected from one tracking company to another. Discovering that multi-tiered tracking enables those businesses to keep their pages loading quickly, protect their audience data, and provide consumers with comprehensive disclosures about how their data is used. The integration of MobileScope adds the same capabilities across businesses’ mobile apps.
“Mobile applications have become an essential part of any brand strategy. With mobile apps typically running on separate platforms and often being developed by partners, keeping track of these data flows and ensuring maximum performance is a daunting task,” said Evidon CEO Scott Meyer. “We’re thrilled to incorporate MobileScope technology into Evidon Encompass. This enables Evidon to continue to lead the industry in empowering companies to get the most comprehensive picture of their performance across all of their consumer touch points.”
A completely “tagless” solution, Evidon Encompass requires no technical integration to deploy. Like all Evidon Labs market intelligence, it leverages the company’s proprietary library of more than 1,300 tracking scripts, as well as the eight million-member, opt-in Ghostery® panel, which anonymously supplies tracking code data on over 26 million websites.
About Evidon
Evidon reveals the invisible web.
Its technology gives brands, publishers, networks and other businesses around the world unique insight into how the digital ecosystem really works, including unparalleled intelligence on the marketing technologies that underpin the commercial web and the power to control their impact on business.
Evidon 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 $2 billion of display media and e-commerce transactions 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
