Evidon Sells Ghostery to Cliqz GmbH
February 15, 2017 – Scott Meyer
Today we announced the sale of our Ghostery consumer assets to Cliqz, GmbH.
Today we announced the sale of our Ghostery consumer assets to Cliqz, GmbH. It’s an exciting opportunity for both companies. As part of Cliqz, Ghostery can now focus entirely on consumer transparency & control. Here at the parent company, we’re bringing back our original B2B brand – Evidon – to signify our focus on Digital Governance monitoring and consent solutions for Business. You can read more about the transaction here.
As a Ghostery (now Evidon) client or partner, nothing about your services will change other than the brand name of the company. All of our enterprise solutions remain unchanged. This includes the use of anonymized, opt-in data from Ghostery users. We have a long-term strategic relationship with Cliqz that will provide Evidon and our clients with the real-user data you rely on.
We’ve evolved a lot since our founding in 2009. We began simply to power Ad Choices compliance services. Today we are the industry standard for Digital Governance . While our focus and our services have grown a lot since then, the fundamental idea of empowering businesses and consumers to have the best online experience remains the same.
The timing is right for us to focus 100% on B2B solutions. The Marketing Technology ecosystem has become an utter mess. 4,000+ companies chasing increased marketing spending. Each page load now has long supply chains of Martech companies bidding on a single ad impression, pulling in multiple data partners to try and perfect their bid. And all of this in real-time along with an ever growing set of technology to measure what is working, to customize the user experience and more. We consistently find 70+ different pieces of marketing technology code on an average webpage. This ecosystem is doing more than just complicating privacy compliance. It is ruining the user experience and costing companies hundreds of millions! Web pages are slow, leaking data to competitors and creating security gaps in ways Marketing, IT and Privacy leaders had never imagined.
Procter & Gamble’s Chief Marketing Officer said it best: “We have a media supply chain that is murky at best and fraudulent at worst. We need to clean it up, and invest the time and money we save into better advertising to drive growth.”
Regulators have also turned up the heat on how companies run their Digital Marketing Supply Chains. The EU’s General Data Protection Regulation (GDPR) in particular has catalyzed the need for Digital Governance and clients are approaching us with an increasing set of demands.
You can read more about our strategy here. Please reach out to me with any questions. We appreciate your continued support and partnership.