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Evidon lance la première solution mobile conforme au programme d'autoréglementation de la DAA

Evidon, société de veille au marché numérique, a annoncé aujourd’hui qu'elle lançait InForm Mobile, une application qui porte sa solution de respect de la vie privée des consommateurs dans l'univers mobile. Dans le cadre de cette offre, l’application gratuite « Contrôle des annonces » d’Evidon pour le respect de la vie privée, la première en son genre permettant aux consommateurs de se soustraire aux annonces indépendamment des applications, est maintenant offerte par l’App Store d’Apple et le sera ce mois-ci par le Play App Store de Google pour les utilisateurs d’Android.

La collectivité du marketing mobile était à la recherche d’une technologie efficace permettant d’offrir aux consommateurs des options en toute transparence quant à la collecte et à l'utilisation des données mobiles, en particulier à la suite de la décision d’Apple de modifier le protocole sous-tendant l’identificateur unique d'un téléphone intelligent (UDID) l’an dernier. Aujourd’hui, la technologie InForm Mobile d’Evidon fonctionne à l’échelle commerciale chez des dizaines de partenaires en marketing mobile.

« Evidon et la DAA (Digital Advertising Alliance) ont collaboré étroitement depuis l’instauration du programme Ad Choices. Nous sommes très heureux de la mise sur le marché par Evidon d’une autre solution novatrice adoptée par dès le début par une si large part de l’écosystème des télécommunications mobiles, a déclaré Stu Ingis, avocat général chez la DAA. La DAA est le lieu où l’ensemble de l’écosystème s’est réuni pour offrir des choix efficaces aux consommateurs. Nous nous attendons à ce que les principes de la DAA soient appliqués à toutes les plateformes mobiles et à ce que l'application InForm Mobile d’Evidon fournisse à nos partenaires commerciaux une solution élégante pour respecter ces principes. »

« L'application InForm Mobile d’Evidon permet aux consommateurs de mieux comprendre et de mieux contrôler leurs choix à l’aide d’une solution optimisée pour les dispositifs mobiles, en particulier en ce qui concerne les annonces s’appliquant à l’ensemble des applications, un domaine qui sera bientôt couvert par les principes de la DAA en matière de communication mobile ». a affirmé Scott Meyer, PDG d'Evidon.

« Evidon et nous sommes de proches partenaires depuis 2011 et ce partenariat s’est révélé excellent pour notre entreprise, a déclaré Are Traasdahl, fondateur et PDG de Tapad. Le fiat d’offrir des annonces personnalisées à l'aide de l'application InForm Mobile d’Evidon renforce nos initiatives de transparence et il est gratifiant de savoir que, collectivement, nos premiers efforts en vue d’établir des normes sectorielles ont porté fruit. »

Outre Tapad, les sociétés qui travaillent déjà avec l'application InForm Mobile d’Evidon comprennent notamment : 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 et IPG Mediabrands qui ont toutes soutenu cet effort.

Ces sociétés ont intégré ou sont en voie d’intégrer l’application Contrôle des annonces d’Evidon. Elle permettra aux consommateurs de définir leurs préférences en matière d’annonces pour une application en quelques clics et aussi de refuser les témoins utilisés par la publicité comportementale en ligne des navigateurs mobiles. Il est prévu que le nombre d’entreprises participantes augmentera sensiblement au cours des prochains mois.

« Evidon a été notre partenaire privilégié en matière de conformité à l'autoréglementation depuis la création du programme. Evidon a pris en compte nos commentaires et nous a aidé à offrir la sécurité et la transparence que nous proposons avec Audience On Demand MD, la solution de programme que nous offrons aux médias adressables et aux agences et leurs clients. La réponse d’Evison est la solution simple et évolutive que le marché attendait », a déclaré Grace Liau, vice-présidente directrice des Partenariats chez VivaKi.

La technologie InForm Mobile d’Evidon se fonde sur la même plateforme qui accueille les contrôles de la confidentialité de la solution de pointe d’Evidon pour les annonces affichées dans les médias traditionnels. L'application InForm Mobile d’Evidon est conçue de manière à offrir aux spécialistes du marketing et de l’édition mobile la solution est la plus simple et la plus complète pour la remise de l'information aux consommateurs et pour permettre à ces derniers de contrôler la manière dont leurs données sont recueillies et utilisées dans les sites Web et les applications mobiles, et les annonces publiées en ces lieux.

« Depuis plus d’un an, notre application est la principale solution de respect de la vie privée en ce qui concerne les annonces sur le Web mobile. L’addition d’une capacité robuste à l’intérieur des applications assure que nos quelque 275 clients ont toute la latitude nécessaire pour tirer parti des possibilités du monde mobile de manière sécuritaire sur le plan de la vie privée », a affirmé le PDG d’Evidon, Scott Meyer.

L'application InForm Mobile d’Evidon permet d’offrir à l’utilisateur final la bonne expérience et est facile à déployer chez le client. Les éditeurs et les réseaux n'ont pas besoin d'installer quoi que ce soit ou d'apporter des modifications à leur trousse de développement logiciel. L’option de retraite de chaque partenaire est acceptée automatiquement et il n’est pas nécessaire de fournir un identificateur unique ou de dépendre de la base de données d'un tiers sur les préférences d'options de retraite des consommateurs, ce qui pourrait créer des problèmes de performance et de sécurité. Les clients d’Evidon qui utilisent déjà InForm n’ont pas besoin de signer un nouveau contrat afin de déployer cette nouvelle fonctionnalité.

À propos d'Evidon

Evidon révèle l'invisible sur le Web.

Sa technologie procure aux marques, éditeurs, réseaux et autres entreprises à travers le monde une perspective unique dans l’écosystème numérique – dont des renseignements inégalés sur les technologies de marketing qui étayent le Web commercial – et la force de contrôler leur impact sur les activités.

Les technologies offertes par Evidon comprennent GhosteryMD, l’outil de navigation de pointe qui rend compte de la collecte de données effectuées sur 26 millions de sites Web et nourrit les solutions de suivi commercial de l'entreprise. Evidon offre également des contrôles de la confidentialité de premier plan pour des transactions s'élevant à plus de 2 milliards de dollars par année en matière de supports d'affichage et de commerce électronique, lesquels permettent à plus de 150 millions de personnes par jour de contrôler la façon dont leurs données sont utilisées en ligne.

Les entreprises prennent des décisions plus avisées, protègent leurs activités et la vie privée des consommateurs et, par conséquent, améliorent leurs résultats.www.evidon.com

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