• Evidon InForm Mobile™, Operating at Scale for Months with More than a Dozen Partners, Adds Breakthrough Functionality for In-App Advertising
• Tapad, Jumptap, MediaMath, IgnitionOne, and Celtra Among the Mobile Providers Already Delivering AdChoices with Evidon InForm Mobile
• Evidon “Ad Control” App Available to Enable Consumers to Set Their Preferences across In-App Targeted Advertising

NEW YORK - Evidon, the digital marketing intelligence company, announced the launch of Evidon InForm Mobile to bring its market leading consumer privacy solution into the mobile world. As part of this offering, Evidon’s free, first of its kind privacy control app, “Ad Control,” that enables consumers to opt out of Cross-App advertising, is now available in the Apple App Store, and will be available in the Google Play App Store this month for Android users.

“We’ve been close partners with Evidon since 2011 and it’s been great for our business”

The mobile marketing community has been looking for effective technology to provide consumers with transparency and choice for mobile data collection and use, especially in the wake of Apple’s decision to change the protocol behind its unique device identifiers (UDIDs) last year. Today, Evidon InForm Mobile technology is up and running at scale for dozens of mobile marketing partners.

“Evidon and the DAA have worked closely since the inception of the Ad Choices program. We are very pleased to see yet another innovative solution brought to market by Evidon and embraced by such a broad swath of the mobile ecosystem from the outset,” said Stu Ingis, General Counsel for the DAA. “The DAA is the place where the entire ecosystem has convened and developed effective consumer choice. We expect that as the DAA Principles are applied across mobile platforms that Evidon InForm Mobile will provide our business partners with an elegant solution to honoring DAA Principles.”

“Evidon InForm Mobile gives consumers more understanding and control over their choices with a solution that has been optimized for mobile, in particular for Cross-App Advertising that will be covered under the soon to be released DAA Mobile Principles,” said Scott Meyer CEO of Evidon.

“We’ve been close partners with Evidon since 2011 and it’s been great for our business,” said Are Traasdahl, Tapad’s Founder and CEO. “Working with Evidon InForm Mobile for AdChoices takes our transparency initiatives to the next level and it is gratifying to know that collectively, our early efforts to set industry standards were on the mark.”

In addition to Tapad, companies already working with Evidon InForm Mobile include: ActionX, Adelphic, AdRoll, AdTruth, Aerify Media, Celtra, DataXu, Essence Digital, EveryScreen Media, Jumptap, IgnitionOne, Local Response, Medialets, MediaMath, Rocket Fuel, RunDSP, Tapit by Phunware, Videology, VivaKi, GroupM and IPG Mediabrands all have given their support to this effort as well.

The companies above have integrated or are in the process of integrating with the Evidon Ad Control app. This will enable consumers to set their advertising preferences across an app with a few clicks, and also to set opt-out cookies for Online Behavioral Advertising delivered through mobile web browsers. The number of companies participating is expected to grow significantly in the coming months.

“Evidon has been our Preferred Partner for Self-Regulatory compliance since the inception of the program. They have incorporated feedback from us to help us deliver the type of security and transparency we provide through Audience On Demand^®, our programmatic addressable media buying offering, to our agencies and their clients. Their response is a simple and scalable solution that the market has been waiting for,” said Grace Liau, SVP of Partnerships for VivaKi.

Evidon InForm Mobile technology is built on the same platform that powers Evidon’s market-leading privacy controls for traditional display advertising. Evidon InForm Mobile is designed to provide the simplest, most comprehensive way for mobile marketers and publishers to give consumers clear disclosures and control over how their data is collected and used on both mobile websites and apps, as well as in ads across both.

“We have been the leading privacy solution for mobile web ads for more than a year. The addition of a robust in-app capability ensures that our more than 275 clients will have the coverage they need to leverage the opportunity in mobile in a privacy-safe way,” said Evidon CEO Scott Meyer.

Evidon InForm Mobile seamlessly delivers the right experience to the end user, and client deployment is simple. Publishers and networks are not required to install or make any changes to SDK’s. Each individual partner’s opt-out is accommodated automatically, without the use of any unique identifier or the need to rely on a third-party database of consumer opt-out preferences that could introduce performance and security issues. Existing Evidon InForm clients are not required to execute a new contract to deploy this new functionality.

Adweek first covered this story.

About Evidon

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 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

Trade Organization Releases Comprehensive FAQ to Address Publisher, Marketer & Agency Questions About Mozilla’s Actions Against the Ad-Supported Internet

NEW YORK - The Interactive Advertising Bureau (IAB) accused the Mozilla Corporation, the technology giant whose Firefox web browser controls how a fifth of users worldwide access the internet, of undermining American small businesses and consumers’ ability to manage their own privacy, through planned changes to Firefox that would re-architect the way data flows between web sites and internet users.

“Thousands of small businesses that make up the diversity of content and services online will be forced to close their doors,” said Randall Rothenberg, President and CEO, IAB, the trade association for the ad-supported digital media industry, in a statement released this afternoon.

“This move will not put the interest of users first. Nor does it promote transparency or ‘move the web forward’ as Mozilla claims in its announcement. It will not advance Mozilla Corporation’s objective, as stated in its bylaws, of ‘promoting choice and innovation on the internet,’ but will, instead, impede both,” Rothenberg said. He called on the for-profit Mozilla Corporation and its non-profit parent, the Mozilla Foundation, to rescind their planned changes to the Firefox browser.

A recent study by Harvard Business School researchers found that the ad-supported internet was responsible for 5.1 million U.S. jobs and contributed $530 billion to the U.S. economy in 2011 alone. Sole proprietors and very small firms were called out as a vital part of the ecosystem by the research team, with tiny entrepreneurial digital ventures across the country generating more jobs than such internet giants as Google, Microsoft and Yahoo!.

Joining a chorus of complaints from companies and industry groups around the world, the IAB, which represents 500 major U.S. internet companies and more than 1,000 small digital publishers, focused on Mozilla’s plans to block third-party cookies by default in the next version of the Firefox browser. The IAB pointed specifically to the impact the ban would have on small internet publishers, which depend on such cookie technology to sell advertising to niche audience segments.

“These small businesses can’t afford to hire large advertising sales teams,” Rothenberg said. “Advertisers can’t afford the time to make individual buys across thousands of websites. The technology that brings these two interests together is the third-party cookie.”

The IAB also said that blocking third-party cookies would disempower consumers by eliminating their ability to opt out of receiving targeted advertising. The industry’s successful self-regulatory program, created by the Digital Advertising Alliance (DAA), a pro-privacy organization of which the IAB is a part, and endorsed by the Obama Administration last year, depends upon third-party cookies to enable consumers’ choices.

In tandem, IAB is unveiling a comprehensive online FAQ to address the numerous industry-wide concerns that are raised by Mozilla’s proposed actions:

• How does Mozilla’s intended update to Firefox restrict freedom of choice?

• How would the widespread blocking of third-party cookies unfairly advantage big businesses?

• Why does blocking third-party cookies threaten consumer privacy?

• How does blocking third-party cookies by default hurt the user experience of the internet?

• How would the widespread blocking of third-party cookies devalue interactive advertising?

• What’s the difference between what Mozilla is proposing and what’s known as Do Not Track?

• How will blocking third-party cookies affect the viewable impression?

The FAQ is available on the IAB website at www.iab.net/mozilla, and Rothenberg’s entire statement of opposition to Mozilla’s plan is available at www.iab.net/mozilla_rothenberg.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

Partnership Will Allow 4INFO Customers to Opt Out of Ads Safely and Efficiently

SAN MATEO, Calif. - 4INFO, a diversified mobile advertising, technology, and media company, announced a partnership with TRUSTe, the leading privacy management solutions provider, to protect mobile consumer privacy when delivering mobile ads. Through the partnership, TRUSTe will allow consumers to opt-out of targeted advertising through their TRUSTed Mobile Ads preference manager. This provides both transparency and control to the mobile consumer audience.

“We are leading the charge in mobile privacy by engaging with TRUSTe to provide the highest level of transparency and control,” said Tim Jenkins, CEO 4INFO. “As we continue to refine our advanced mobile targeting capabilities, it was important for us to have a comprehensive privacy solution. TRUSTe provides this and ensures that we are handling users’ private information at the highest standard, so they can engage with brands in a safe and accommodating environment.”

In a 2012 U.S. Online and Mobile Privacy Perceptions Report conducted by Harris Interactive on behalf of TRUSTe, among smartphone users, 42 percent identify privacy and security as top concerns, and an overwhelming majority (85 percent), say they won’t download mobile apps that they don’t trust. TRUSTe makes privacy easy for mobile app developers by clearly disclosing what information the app will access. TRUSTed Mobile Ads will be integrated with 4INFO’s AdHaven platform to ensure that all privacy practices align with regulatory requirements.

“TRUSTe applauds 4INFO for taking a proactive approach toward mobile privacy by standardizing on practices that have been proven to turn the tide against rising consumer privacy concerns,” said Chris Babel, CEO for TRUSTe. “TRUSTed Mobile Ads builds trust and consumer engagement on mobile apps, while reinforcing brand integrity, by giving people clear choices regarding the usage of their personal and private information.”

A leader in targeted mobile advertising, 4INFO’s AdHaven platform includes a next-generation mobile ad server, an audience and data management platform, and an analytics platform that combine to deliver 360-degree mobile advertising campaigns across the mobile Web, rich media, mobile video, applications, tablets, and SMS. AdHaven works with the world’s leading data providers, inventory exchanges, and ad-sources to enable effective and efficient mobile advertising campaigns.

About 4INFO

4INFO is a diversified mobile advertising, media, and technology company that enables brands to identify and reach their customers on mobile connected devices via our mobile advertising platform, AdHaven. AdHaven provides accurately targeted, measurable and innovative mobile advertising solutions across all mobile channels including display, apps, video, SMS and rich media. AdHaven technology increases the effectiveness of mobile advertising campaigns, reduces waste through precision targeting, and improves brand understanding of mobile user behavior. With AdHaven technology, companies can accurately identify and reach over 97 million U.S. households with targeted mobile advertising. 4INFO is headquartered in San Mateo, CA. Learn more at http://www.4info.com.

About TRUSTe

TRUSTe is the leading global privacy management solutions provider and offers a broad suite of solutions that enable multinational companies to safely and efficiently handle the customer data powering their online businesses – including advertising, cloud services, mobile applications, and websites. Over 5,000 web properties from top companies like Apple, Disney, eBay, Forbes, HP, and Microsoft rely on TRUSTe to ensure compliance with evolving and complex international privacy requirements. TRUSTe’s mission, based on a “Truth in Privacy” framework, is built on a solid foundation of transparency, choice and accountability regarding the collection and use of personal information. TRUSTe’s privacy seal is recognized and trusted by millions of consumers worldwide as a sign of responsible privacy practices. For additional information on TRUSTe and its offerings, please visit http://www.truste.com.

Startpage says Microsoft’s Toying with Search Engine Results Will “Sting Bing”

NEW YORK - Startpage.com, The World’s Most Private Search Engine, is welcoming Web users upset by revisions to Microsoft’s terms of service. Bing has announced new changes that suggest it will alter search results using cloud-based personal information.

According to Startpage, Microsoft is claiming unprecedented new powers over user data. Under the old terms, contents of emails sent through its Hotmail service might be used “solely to the extent necessary to provide the service.” Starting September 27, Microsoft can pry into Hotmail messages and its other cloud services, such as Skydrive, to profile users and deliver them targeted advertising — even change the search results they receive.

Startpage spokesperson Dr. Katherine Albrecht denounced Microsoft’s new policies.

“Hotmail users will be stunned to learn that their emails are now fair game,” she says. “People don’t like being spied on and served censored search results. If I send an email to somebody, I don’t expect my comments to be reflected in my search results the next day. Email messages should be private and so should search results, and the twain should never meet.”

Startpage plans to launch a competitor to Hotmail called Startmail early next year. “We want to give our users the security of knowing their email is never read and their search results are not biased or tampered with in any way. We don’t collect or store any personal information. Nada, zilch, zero,” said Albrecht.

The company anticipates Microsoft’s changes will ultimately “sting Bing” and drive even more Web users to Startpage and next year, to Startmail.

In the last year, Startpage searches have jumped 140 percent, to well over 2 million searches per day. Albrecht correlates the company’s impressive growth with the decline of privacy standards at other major search engines.

Privacy policy changes go hand-in-hand with search engine censorship, Albrecht notes. She says Web users are not only switching to Startpage for the outstanding privacy policies, but because they receive unbiased, outstanding search results.

About Startpage and Dr. Katherine Albrecht

Startpage by Ixquick is an award-winning search engine that is third-party certified and fully anonymous. Startpage boasts the best privacy policies on the Internet: No search records stored. No IP addresses recorded. No tracking cookies used.

Startpage has earned the coveted EuroPriSe “trust mark” for outstanding privacy and data handling practices. It is also certified by Certified Secure and registered with the Dutch Data Protection Authority.

It is the only search engine to offer a free proxy service, and the first to offer SSL encryption. For more information, please see http://www.startpage.com.

Dr. Katherine Albrecht is an internationally known consumer advocate, syndicated radio host, bestselling author, and the VP of Marketing for Startpage.com, The World’s Most Private Search Engine. Katherine holds a doctorate in Consumer Education from Harvard University.

Partnership with Provider of Leading Privacy Control Technology Brings ‘AdChoices’ Icon for Mobile Ads

CAMBRIDGE, Mass. - Jumptap, the leader in targeted mobile advertising, today announced a partnership with Evidon, the world leader in empowering consumers and businesses to see, understand and control data online. The partnership is designed to support consumer notice and choice through the creation and implementation of the ‘AdChoices’ Icon in mobile web and app advertisements.

While the icon is common in online advertising, Jumptap and Evidon have now created the first mobile AdChoices Icon privacy solution to be deployed through Evidon. Through the partnership, Jumptap’s mobile ads will notify consumers when they are targeted with behavioral data. Once clicked, these icons direct consumers to Jumptap’s Privacy Overview page where they can view more information about targeted mobile ads and have the ability to update their privacy settings.

Jumptap subscribes to the principle of ‘Privacy by Design’ with technology-enabled ‘Notice’ and ‘Choice’ built in. Alerting users to targeting and occasions of data collection, while offering transparent, clear, and simple opportunities to opt-out, is the right methodology for the industry. Evidon reinforces Jumptap’s efforts to comply with the Digital Advertising Alliance (DAA) AdChoices Program by providing access to the industry’s most widely used ad-notice platform – serving over 50 billion notices a month. Evidon was the first company designated by the DAA as an ‘Approved Provider’ of compliance services for the Self-Regulatory Principles for Online Behavioral Advertising (Principles), and the first provisionally-approved provider for the European Interactive Digital Advertising Alliance’s (EDAA) comparable program.

“It all comes down to doing the right thing. The components of ‘Notice’ and ‘Choice’ allow us to bring innovative ad targeting features to market in a transparent way that leverage mobile and third party behavioral data at scale,” said Paran Johar, Chief Marketing Officer, Jumptap. “Jumptap provides choice via our opt-out capabilities. Our partnership with Evidon will ensure that notice is provided wherever we reach the consumer, on the mobile web and in apps, and that our privacy experience will continue to be best in class as capabilities evolve.”

“Jumptap has long been a leader in mobile consumer privacy, so our partnership was a natural next step,” said Scott Meyer, CEO, Evidon. “Brands, agencies and consumers are demanding tools that bring transparency and accountability to how data is used in mobile marketing, and we’re thrilled to join with Jumptap to deliver the first version of this solution at scale.”

About Jumptap

Jumptap is the leader in targeted mobile advertising. Reaching 107 million mobile users in the U.S. and 156 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Through its large network of premium publishers and apps, and constant campaign optimization, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its Understanding Mobile Audience series and monthly MobileSTAT report. Visit http://www.jumptap.com and http://www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery.

About Evidon

Evidon empowers consumers and businesses to see, understand and control data online. With insights fueled by its Ghostery browser extension, automated scanner and rich, 800+ 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 a billion ‘AdChoices’ notices daily on behalf of these businesses—in the U.S. and in local languages across Europe, the Middle East, Asia and the Americas —giving consumers transparency into and control over how their information is used online. By protecting themselves and empowering consumers, businesses build their brands and improve results. For more information, please visit: www.evidon.com

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