It is a big day for Evidon. The latest benefit of revealing the invisible web is here—Evidon Encompass Revenue Protection. The release was covered in AdWeek today. This is the second solution to be built on the Evidon Encompass website control platform. To date, we’ve had over 40 top brands like Nestle, A&E UK and Holland America Line using the platform’s Privacy module to discover all of the tracking on their sites so they can disclose everything to consumers—a requirement of compliance with the EU ePrivacy Directive and AdChoices programs in the US and Europe. The new Revenue Protection module, which clients will have free access to through the end of the year, brings new value—gaining unprecedented insight into “the redirect chain” to see how all trackers are getting onto your site. When you know, you can start to create business rules that stop problems before they start. You’ll ensure that the companies who are accessing your data are supposed to be, and that you aren’t losing visitors/customers because of slow loading pages that are overburdened with a lot of tracking code that shouldn’t be there.

The Revenue Protection module came about for two reasons. One is that it was a natural extension of working to solve the privacy problem (which, as you know, is how Evidon started). In digging into sites to see where they might have a compliance liability, we started to discover a lot more about the impact of not being able to truly see tracking activity—namely, that it could put a site’s audience data in jeopardy and slow that site down. The other reason was simply that clients were asking for it. Real insight into that interconnected chain of tracking code on a site—the “redirect chain”—has always been elusive in our industry. One of the most common questions clients ask after seeing audits of their sites is “how did that get there??” Now we’re providing the answer. One thing that bears clarifying: being in the business of helping companies get better insight into data collection doesn’t mean we think that tracking is a bad thing. On the contrary, trackers are generally on websites for good reason—to enable companies to apply real innovation to drive better results. The issue is simply having the insight to be able to manage all of that tracking effectively, so you can protect your data and improve site performance, and that’s what the new Revenue Protection module is all about. Another great thing about the Revenue Protection solution is that, like the Privacy solution, implementation is really easy. Evidon Encompass is a completely “tagless” website control platform. Because the tracking code data that powers it comes in large part from our seven million-member, opt-in Ghostery® panel, which reports on tracking it encounters on over 26 million sites, you don’t have to bother your IT department to re-code pages to make this work. You just tell us the domains you want audited, and we produce the most comprehensive view of tracking across your sites and how it all got there. I’ll be introducing Evidon Encompass Revenue Protection at the Federated Media Signal: Chicago summit tomorrow—I really hope to see some of you. Stay tuned for an upcoming webinar on the solution as well, and contact us to learn more.