Evidon

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.