The above video interview is from Internet Week in NYC.
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Approximately one in every 700,000 consumers exposed to Evidon’s “Advertising Option Icon” goes fully through the process of opting-out. According to Evidon CEO Scott Meyer, that’s just a fraction of those who click the icon to learn more about the interest-based ad they’ve been served. Evidence, it appears, that given transparency and control, consumers will accept the use of their personal information for ad targeting and, says Meyer, reward disclosing brands with their business.
With the constellation of privacy issues — including those related to Facebook, location-based services and high-profile security breaches — it’s not surprising that many consumers are confused about what types of data are being collected and applied by behavioral advertising. Meyer sees the data used in large part by the ads is straightforward and innocuous.
Self-regulation by the online advertising industry may satisfy both consumers and government officials to staunch greater regulation. Meyer reports significant growth at Evidon. It served up over 10 billion impressions in a recent month, is expanding into the EU and is talking about a late summer release of a mobile implementation.
According to Meyer, “Compliance with self-regulatory principles is not just about things you have to do. It’s about building a brand, which is something you want to do.”
