Better Advertising Project Rebrands as Evidon

Wireless News
01-19-2011
Better Advertising Project Rebrands as Evidon
Type: News

The Better Advertising Project, Inc. announced that it has rebranded the company as Evidon.

Clearly evoking the term "evident," as it brings clarity to the online community amid the confusion of industry self-regulation, Evidon launched with a joint announcement alongside VivaKi that they have chosen Evidon as VivaKi's Preferred Provider of compliance services.
By collaborating with Evidon, the Company said VivaKi brings its agencies into the Digital Advertising Alliance (DAA)'s Self- Regulatory Program for Online Behavioral Advertising. VivaKi was the first of the five major holding companies to pilot with Better Advertising.

According to a release, the agreement brings Better Advertising's Assurance Platform, which has been rebranded as Evidon InForm, to all VivaKi agencies, and allows VivaKi to promote participation in the Open Data Partnership -- a new cross-industry initiative to give consumers more transparency and control over advertising -- to all its eligible entities. VivaKi will also encourage participation in this new cross-industry initiative to the ad networks, data providers and DSPs that they work with.

Through the relationship, VivaKi -- a strategic entity within Publicis Groupe that includes Digitas, Razorfish, Starcom MediaVest Group and ZenithOptimedia- will offer its clients Evidon's industry standard method for demonstrating compliance with the DAA program. Evidon InForm enables simple and scalable implementation of the Advertising Option Icon into display ads and gives consumers access to and control over how their information is collected and used, with the option of opting out altogether.

"At VivaKi, our brands are committed to providing the best consumer experience on behalf of their clients," said Sean Kegelman, SVP Partnerships and Ventures, VivaKi. "Online data helps us determine what is relevant and meaningful for consumers. Self regulation of the industry is the only way we can ensure that we are honoring and respecting their privacy, while still delivering the content they love."

Better Advertising -- now Evidon -- noted that it is 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 is operating at scale, delivering the Advertising Option Icon and corresponding notice in billions of monthly advertising impressions across the internet for brands.

"This decision by VivaKi and its agencies demonstrates their commitment to transparency for consumers," said Scott Meyer, founder and CEO of Evidon. "Increasingly, we're seeing that the thought leadership exhibited by the commitment to transparency by the likes of such global companies as VivaKi is bringing other agencies and their clients around the world in line."

Evidon is a technology company enabling online advertising transparency, in no small part through its role in the Open Data Partnership.

VivaKi aggregates the marketplace influence of four autonomous brands, including two global media agency networks: ZenithOptimedia and Starcom MediaVest Group; and two digital marketing agencies: Digitas and Razorfish. On behalf of its agency brands and their clients, VivaKi faces the market to help identify and build technology, message distribution, audience aggregation and content solutions for the future.

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