Evidon gave enterprises full visibility and control over third-party tracking technologies on their digital properties, enabling regulatory compliance and reducing data governance risk.
Last updated May 11, 2026 by AI Enrichment
Pioneer in digital advertising transparency and consent management, closely tied to the DAA AdChoices self-regulatory framework
Evidon was a leading digital privacy and consent management company founded in the early 2010s, originally operating under the name Better Advertising before rebranding. The company became best known for its Ghostery browser extension, which allowed consumers to see and control the tracking technologies embedded in websites, and for its enterprise-grade tools that helped advertisers, publishers, and data companies manage transparency and compliance around online behavioral advertising. Evidon played a significant role in the rollout of the Digital Advertising Alliance's (DAA) AdChoices program, providing the infrastructure that enabled the iconic blue triangle icon seen across display ads. On the enterprise side, Evidon offered a suite of products including tag auditing, consent management, and vendor risk management tools that helped large organizations understand what third-party technologies were firing on their digital properties. This was particularly valuable as privacy regulations like the EU's Cookie Law and later GDPR began to reshape how companies needed to handle user data and consent. Evidon's technology gave brands visibility into their entire digital supply chain, reducing compliance risk and improving data governance. In 2017, Evidon was acquired by Crownpeak, a digital experience management platform, which absorbed Evidon's enterprise privacy and consent management capabilities into its broader product suite. The Ghostery consumer brand was separately sold to Cliqz, a German privacy-focused browser company backed by Mozilla and Hubert Burda Media. Following the acquisition, Evidon's distinct brand was effectively retired, with its enterprise technology living on within Crownpeak's privacy and compliance offerings.
Consumer browser extension that detected and blocked tracking technologies on websites, providing transparency into online data collection
Suite of enterprise tools for tag auditing, vendor risk management, and consent management across digital properties
Infrastructure for delivering the DAA's AdChoices opt-out icon across display advertising inventory
Automated scanning and reporting on third-party tags and trackers present on a company's web properties
Tools to collect, store, and manage user consent for data collection in compliance with GDPR and other regulations