Your Opt-Out Choices
Evidon is a transparency company that helps organizations educate consumers on how and why data is collected, as well as provide consumers with the ability to give and withdraw consent to their data being used.
Evidon’s technology comprises monitoring tools for businesses to better understand the impacts that their data collection might have on users, and a compliance platform to ensure those users have access to, and control over, their data at any point in time, on websites and in apps.
The Self-Regulatory Program ("AdChoices")
Evidon works with the Digital Advertising Alliance (DAA), who establishes and enforces responsible privacy practices across the industry for relevant digital advertising, providing consumers with enhanced transparency and control through multifaceted principles that apply to Multi-Site Data and Cross-App Data gathered in either desktop or mobile environments. The DAA and the AdChoices program are part of an effort to provide consumers with more information and choices about the advertising they receive online.
First vs Third-Party Consent
There are two types of user consent for data collection. First-party consent, required by EU regulations, can be given for data collected by the website itself; an example of this is the collection of a user’s email address for marketing purposes. Third-party consent can be given for data collected on behalf of a website, or data shared with other parties besides the website itself. An example of this is interest-based advertising.
Opting-Out of Data Collection
When you opt-out of third-party data collection, a cookie is set on your browser. Most web browsers allow you to view the contents of the cookies that it has stored on your computer. This allows you to check for the presence of the opt-out cookies yourself. For example, here is what Firefox shows for DoubleClick’s opt-out cookie:
To see a particular company’s opt-out cookie’s contents, go to this page, search for the company you are looking for, and click on its name. If that company provides an opt-out, then you’ll see the opt-out cookie information under the ‘Opt-out cookies’ section.
It’s important to realize that cookies are not shared across web browsers. For example, Internet Explorer and Firefox each store cookies in different locations, and they cannot read each others’ cookies. Therefore, if you opt-out of tracking by Company ABC in Internet Explorer, you have NOT opted-out of tracking by Company ABC in Firefox. You will need to repeat the process in Firefox in order to opt-out in both browsers.
Opt-Out of More Companies
Choose which companies use your data for interest-based advertising. Opting-out does not mean you will stop seeing ads; rather, it means that the specified company will no longer use your data to target ads to you.
How Interest-Based Ads Work
When a person visits a website, opens a shopping cart, or searches in a browser, companies identify her browser, along with her interests, by placing small text files called cookies on their computer.