• by Steve McClellan , September 8, 2011

Havas Digital, a unit of the Paris-based ad holding company, has selected Evidon to provide its agencies with a suite of privacy analytics tools and platforms in its effort to comply with the Digital Advertising Alliance's self-regulatory program for online behavioral advertising. The Havas Digital shops utilizing Evidon's services include full-service digital firm Media Contacts and mobile unit Mobext.

According to Evidon, its system, among other things provides opt-in (or out) choices for consumers by enabling agencies and their clients to embed advertising option icons into display ads. The icons give consumers access to and control over how their information is collected and used.

Other groups that use the Evidon compliance suite include WPP's GroupM, Publicis Groupe's VivaKi and MDC's Varick Media.

"At Havas Digital, we believe that everything we do is at the permission of the consumer and therefore, we're committed to preserving the best consumer experience on behalf of our brand clients," stated Adam Kasper, executive vice president, director of digital investments, Havas Digital. "Every one of our companies is fully behind our industry's self-regulatory initiative, which will help educate consumers as to how they can best control their data and its use online."