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By Jeff Kuntz   |   Posted at 3:09 pm on August 22, 2012   |   No Comments

Jumptap and Evidon Partner to Enhance Mobile Consumer Privacy

CAMBRIDGE, Mass.–(BUSINESS WIRE)–Jumptap, the leader in targeted mobile advertising, today announced a partnership with Evidon, the world leader in empowering consumers and businesses to see, understand and control data online. The partnership is designed to support consumer notice and choice through the creation and implementation of the ‘AdChoices’ Icon in mobile web and app advertisements.

While the icon is common in online advertising, Jumptap and Evidon have now created the first mobile AdChoices Icon privacy solution to be deployed through Evidon. Through the partnership, Jumptap’s mobile ads will notify consumers when they are targeted with behavioral data. Once clicked, these icons direct consumers to Jumptap’s Privacy Overview page where they can view more information about targeted mobile ads and have the ability to update their privacy settings.

Jumptap subscribes to the principle of ‘Privacy by Design’ with technology-enabled ‘Notice’ and ‘Choice’ built in. Alerting users to targeting and occasions of data collection, while offering transparent, clear, and simple opportunities to opt-out, is the right methodology for the industry. Evidon reinforces Jumptap’s efforts to comply with the Digital Advertising Alliance (DAA) AdChoices Program by providing access to the industry’s most widely used ad-notice platform – serving over 50 billion notices a month. Evidon was the first company designated by the DAA as an ‘Approved Provider’ of compliance services for the Self-Regulatory Principles for Online Behavioral Advertising (Principles), and the first provisionally-approved provider for the European Interactive Digital Advertising Alliance’s (EDAA) comparable program.

“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.”

Read more: BusinessWire

Microsoft Advertising Rolls With Multichannel Ad Units

Microsoft is rolling out a series of new ad units to support the more than $8.4 billion that marketers spend quarterly on online media ads. The units, ranging in size and function, will assist marketers with multichannel advertising strategies across PC, tablet, Xbox, Skype and mobile.

VPAID ads, for example, are user-initiated ads highlighting video storytelling. Unlike pre-roll video ads, people can interact directly with videos instead of just watching them.   Mindmap, exclusive to the MSN home page, creates a digital circular-style ad of up to 30 products. The Magnetic Canvas ad creates a 3D effect when users hover over the ad. The Swell ad expands, but doesn’t interfere with the content being read.

Polymorphic Ads allow advertisers to scale creative assets across multiple devices and ad sizes, freeing up production time and budgets. Eventually, these ads will run across MSN, Windows 8 apps, Xbox and mobile.

Read more: MediaPost

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