Lotame announced Monday that it is partnering with Evidon as the exclusive provider of its compliance services for management of the Digital Advertising Alliance’s self-regulatory program for online behavioral advertising.
The partnership signals a rapid industry-wide move towards adoption of the DAA’s privacy standards proposals and a trend among marketing technology vendors and data management platform companies to create plug-and-play tools for marketers to manage DAA compliance knowledge and applications.
Evidon’s InForm, the core compliance tool to be employed by Lotame, allows the insertion of the DAA’s Advertising Option Icon into display ads and websites. The mark allows consumers control over how their information is collected and how it is used, offering them the with the option of opting out completely.
“Lotame’s targeting and analytics platform, Crowd Control, is designed to be the premiere solution for helping advertisers and publishers capitalize on targeted display,” said Andy Monfried, CEO of Lotame. “Partnering with Evidon lets us include compliance solutions in our technology package, making Crowd Control a more powerful revenue generating tool.”
Evidon is the only company to date selected by the DAA as an approved provider of compliance services for the self-regulatory principles for online behavioral advertising.
“Lotame’s decision shows that targeting technology providers understand the increased importance of transparency and trust,” said Scott Meyer, founder and CEO of Evidon. “Targeted display inventory is the hottest commodity in our industry right now, and every player that advocates self-regulation only strengthens our cause.”