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March 29, 2011 at 09:15 AM EDT
Undertone® Teams with Evidon for Digital Privacy Compliance

Undertone, which delivers quality display, high impact and video solutions for advertisers, today announced that it has partnered with Evidon to ensure full compliance of its Digital Advertising Suite with the Digital Advertising Alliance (DAA) Self-Regulatory Program for Online Behavioral Advertising. As a result of the agreement, Undertone now offers Evidon’s industry standard InForm assurance platform and analytics tools exclusively to all its agency and brand marketer clients, further demonstrating the company’s commitment to ensuring consumer privacy across all the campaigns it executes.

The discussion of consumer privacy in digital advertising has reached a fever pitch. While authorities and industry representatives continue to debate the most effective solutions for privacy regulation, Undertone has long been committed to the practice of responsible targeting in the digital ad and video campaigns it delivers for clients. Its partnership with Evidon and achievement of full compliance with the DAA program provide advertisers and brand marketers with the additional assurance that their campaigns are addressing audiences in a transparent manner.

“Evidon believes in giving consumers clear, comprehensive information about the advertisements they view and control over how their information will be used,” said Scott Meyer, founder and CEO of Evidon. “When industry leaders like Undertone adopt our technology, the results are amplified as they touch agencies, brand marketers and publishers.”

Evidon is the first company 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 more than five billion monthly advertising impressions across the Internet for leading brands.

“We’ve always operated with the belief that privacy is of the utmost importance, and adding Evidon’s technology to our Digital Advertising Suite is a natural way to ensure this for our clients,” said Teri Santos, general counsel and head of the privacy committee at Undertone.

Click to learn more about Undertone’s privacy policy for advertisers, marketers and consumers.

About Undertone

Undertone delivers quality display and video experiences for advertisers, publishers and the global audiences they serve. Undertone’s Digital Advertising Suite™ is a unified platform that supports targeting, optimization and reporting across multiple formats. Armed with the insights to turn data into better decisions, Undertone helps marketers around the world create value from their online investments. For more information, go to www.undertone.com.

About Evidon

Selected by the Digital Advertising Alliance to power its online behavioral advertising self-regulatory program, Evidon (formerly Better Advertising) enables a more trusted environment for everyone in the online ecosystem. It gives businesses an easy, standard way of providing evidence of compliance with industry guidelines, and consumers more transparency into and control over how their information is used online. By empowering consumers and earning their trust, businesses build their brands, participate in OBA with confidence and generate results. For more information, please visit: www.evidon.com.

Contacts:

Articulate Communications Inc.
Mark Van Hook, 212-255-0080, ext. 33
mvanhook@articulatecomms.com
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