Evidon Debuts Mobile Ad Opt-Out App

Online privacy and compliance specialist Evidon has introduced an app called 'Ad Control', that enables Apple users to opt out of 'cross-app' behavioral advertising served on their mobile devices. Later this month, the tool will also be available in the Google Play App Store for Android users.

Evidon (formerly known as The Better Advertising Project) develops technology to help clients comply with privacy laws, and offer consumers transparency into and control over how their information is used online.

The new app has been launched as part of Evidon's InForm Mobile consumer privacy solution, designed to provide consumers with more understanding and control over their ad choices. Users will initially be able to opt out of receiving ads targeted by companies including Tapad, and a group of eighteen further networks, while agencies GroupM, VivaKi and IPG Mediabrands have also given their support to this initiative.

These companies have integrated, or are in the process of integrating with the Evidon Ad Control app, which will enable consumers to set advertising preferences across an app, and opt-out cookies for online behavioral advertising delivered through mobile web browsers.

Evidon CEO Scott Meyer (pictured) comments: '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.'

Web site: www.evidon.com .