Collective and Evidon Launch Exclusive Privacy Compliance Solution for Publishers and Ad Networks

Wireless News
01-25-2011
Collective and Evidon Launch Exclusive Privacy Compliance Solution for Publishers and Ad Networks
Type: News

Collective, a full service provider of media and technology solutions for display advertising, and Evidon, the first company selected by the Digital Advertising Alliance to power its online behavioral advertising self-regulatory program, have partnered to power ad notice (using the Advertising Option Icon) for more than 28 publishers and advertising networks powered by Collective's AMP media management platform.

Collective and Evidon signed the deal to make Evidon's OBA solution available to Collective's AMP platform customers 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."

"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 platform."

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 top brands.

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