• by Steve McClellan  @mp_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 agencies and companies that use the Evidon compliance suite include WPP's GroupM, Publicis Groupe's VivaKi and MDC's Varick Media.

Adam Kasper, executive vice president, director of digital investments, Havas Digital, stated that to preserve the best consumer experience for brand clients, the agency backed the "industry's self-regulatory initiative, which will help educate consumers as to how they can best control their data and its use online."