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BizReport : Mobile Marketing : August 21, 2012

Jumptap, Evidon partner for AdChoices initiative

A new partnership between Jumptap and Evidon may give mobile consumers - and advertisers - a bit more security in the space. Together they're creating the Ad Choices initiative to help mobiles better understand and control the data pushed into the mobile space.

by Kristina Knight

"It all comes down to doing the right thing. The components of 'Notice' and 'Choice' allow us to bring innovative ad targeting features to market in a transparent way that leverage mobile and third party behavioral data at scale," said Paran Johar, Chief Marketing Officer, Jumptap. "Jumptap provides choice via our opt-out capabilities. Our partnership with Evidon will ensure that notice is provided wherever we reach the consumer, on the mobile web and in apps, and that our privacy experience will continue to be best in class as capabilities evolve."

"Jumptap has long been a leader in mobile consumer privacy, so our partnership was a natural next step," said Scott Meyer, CEO, Evidon. "Brands, agencies and consumers are demanding tools that bring transparency and accountability to how data is used in mobile marketing, and we're thrilled to join with Jumptap to deliver the first version of this solution at scale."

AdChoice icons have been available for online ads, but this partnership marks a first for the mobile web and app space. Through the partnership consumers will be notified when ads served through Jumptap are behaviorally targeted. The consumer can click and be taken to the Jumptap privacy page to get more detail about targeting methods and update their privacy settings.

For brands, serving ads which tell consumers about privacy policies and keeps them in the loop as to how to protect their privacy is seen as a positive. The targeting enables brands to serve more relevant ads to consumers and those consumers who object can opt out of programs.

Tags: Evidon, Jumptap, mobile ads, mobile marketing, mobile privacy, privacy initiative

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