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we probably don't need four inline links to some nonsense tech company here
 
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{{Infobox company
{{Infobox company
| name = Ghostery, Inc.
| name = Evidon, Inc.
| logo =
| logo = Ghostery-Logo-White-Background-Black-Type.png
| logo_size = 250px
| logo_size = 250px
| type = Private
| type = Private
| industry = [[Market intelligence]]<br/>[[Regulatory compliance|Compliance]]
⚫
| foundation = 2009
⚫
| location = [[New York City]], [[New York (state)|New York]], United States
⚫
| founders = Scott Meyer (CEO) <br/> Colin O'Malley (former CSO)<br/> Ed Kozek (CTO)
| industry = [[Online advertising]] <br/> [[Display advertising]] <br/> [[Internet privacy]] <br/> [[Market intelligence]]
| revenue =
| revenue =
| operating_income =
| operating_income =

| net_income =
| net_income =
| num_employees =
| num_employees =
| parent =
| parent =
| subsid =
| subsid =
⚫
| footnotes =
⚫
| foundation = 2009
⚫
| location = [[New York City]], [[New York (state)|New York]], United States
⚫
| founders = Scott Meyer (CEO) <br/> Colin O'Malley (former CSO)<br/> Ed Kozek (CTO)
| slogan =
| slogan =
| homepage = {{official website|http://www.ghostery.com/}}
| homepage = {{official website|https://www.evidon.com/}}
⚫
| footnotes =
}}
}}


'''Evidon''' (formerly '''Ghostery, Inc.''' and '''The Better Advertising Project''') is a [[New York City]]-based company dealing in enterprise marketing analytics and [[Regulatory compliance|compliance]] services.
'''Ghostery, Inc.''' (formerly '''Evidon''' and '''The Better Advertising Project''') is a software company headquartered in New York City, United States, with offices in Sandy, UT and London, UK. The company primarily develops software products and services oriented towards digital experience, internet privacy, and market intelligence. Ghostery is best known for making the [[Ghostery]] proprietary freeware privacy-related browser extension which is available on Mozilla Firefox, Google Chrome, Internet Explorer, Opera, and Safari. They also have a mobile app available on iOS and Android. It enables users to easily detect and control online advertising and tracking technologies, which are objects embedded in a web page, invisible to the user, which allow collection of the user's browsing habits.

It was previously the owner of the anti-tracking browser extension [[Ghostery]], which it sold to the German, [[Mozilla]]-backed company [[Cliqz GmbH]] in February 2017.


==History==
==History==


The company was founded in 2009 as The Better Advertising Project by Scott Meyer (former CEO and President of About.com), Ed Kozek (former VP of Engineering and Product at Right Media) and Colin O'Malley (former VP of Strategic Partnerships and Programs at TRUSTe), and financially backed by Warburg Pincus. The company's goal was to develop a compliance platform for the “self-regulatory” program behavioral advertising online, commonly known as the Ad Choices program.<ref name=gigaom-research>{{cite news| url=https://gigaom.com/2010/01/19/419-ad-regulation-startup-better-advertising-buys-tracking-tool-ghostery/|title= Behavioral Ad Regulation Startup Better Advertising Buys Tracking Tool Ghostery |date=2010-01-19}}</ref>
The company was founded in 2009 as The Better Advertising Project by Scott Meyer in the advertising industry.<ref name=gigaom-research>{{cite news| url=https://gigaom.com/2010/01/19/419-ad-regulation-startup-better-advertising-buys-tracking-tool-ghostery/|title= Behavioral Ad Regulation Startup Better Advertising Buys Tracking Tool Ghostery |date=2010-01-19}}</ref> Better Advertising acquired the [[Ghostery]] browser extension from David Cancel in January 2009.<ref name="gigaom-research"/>

Better Advertising acquired the Ghostery browser extension from David Cancel in January 2009.<ref name="gigaom-research"/>


In January 2011, the company re-branded as Evidon, a variation of the word "evident". Meyer argued that the previous name had made more sense in the past due to the experimental nature of its product, and that the company needed a more "clear" identity to reflect its professional operation.<ref name=adexchanger-evidon>{{cite web|title=Better Advertising Becomes Evidon; CEO Meyer Discusses New VivaKi Agreement|url=http://www.adexchanger.com/online-advertising/evidon/|work=Ad Exchanger|accessdate=4 May 2014}}</ref><ref name=adweek-acclerates>{{cite web|title=Web Privacy Self-Regulation Accelerates|url=http://www.adweek.com/news/technology/web-privacy-self-regulation-accelerates-125397|work=Adweek|date=13 January 2011|accessdate=4 May 2014}}</ref>
In January 2011, the company re-branded as Evidon, a variation of the word "evident". Meyer argued that the previous name had made more sense in the past due to the experimental nature of its product, and that the company needed a more "clear" identity to reflect its professional operation.<ref name=adexchanger-evidon>{{cite web|title=Better Advertising Becomes Evidon; CEO Meyer Discusses New VivaKi Agreement|url=http://www.adexchanger.com/online-advertising/evidon/|work=Ad Exchanger|accessdate=4 May 2014}}</ref><ref name=adweek-acclerates>{{cite web|title=Web Privacy Self-Regulation Accelerates|url=http://www.adweek.com/news/technology/web-privacy-self-regulation-accelerates-125397|work=Adweek|date=13 January 2011|accessdate=4 May 2014}}</ref>


In April 2014, Evidon was re-branded as Ghostery, unifying its branding with the consumer-oriented app. The company planned to increase its focus on enterprise-oriented solutions for digital experience management and privacy compliance.<ref name=adage-ghosteryrename>{{cite web|title=Seeing Opportunity With Data-Haunted Marketers, Evidon Changes Name to Ghostery|url=http://adage.com/article/datadriven-marketing/ghostery-turns-privacy-tool-b-b-data-leak-tracker/292698/|work=AdAge|date=21 April 2014|accessdate=4 May 2014}}</ref><ref name=adexchanger-ghostery>{{cite web|title=Evidon Rebrands As Ghostery, Focuses On Enterprise Tools|url=http://www.adexchanger.com/data-exchanges/evidon-rebrands-as-ghostery-focuses-on-marketing-cloud-management/|work=Ad Exchanger|accessdate=4 May 2014}}</ref>
In April 2014, Evidon was re-branded as Ghostery, Inc., unifying its branding with the consumer-oriented software. The company planned to increase its focus on enterprise-oriented solutions for digital experience management, managing [[cloud marketing]], and managing privacy compliance.<ref name=adage-ghosteryrename>{{cite web|title=Seeing Opportunity With Data-Haunted Marketers, Evidon Changes Name to Ghostery|url=http://adage.com/article/datadriven-marketing/ghostery-turns-privacy-tool-b-b-data-leak-tracker/292698/|work=AdAge|date=21 April 2014|accessdate=4 May 2014}}</ref><ref name=adexchanger-ghostery>{{cite web|title=Evidon Rebrands As Ghostery, Focuses On Enterprise Tools|url=http://www.adexchanger.com/data-exchanges/evidon-rebrands-as-ghostery-focuses-on-marketing-cloud-management/|work=Ad Exchanger|accessdate=4 May 2014}}</ref>

On February 15, 2017, Cliqz, a German company owned by Mozilla and Hubert Burda Media acquired Ghostery. The Ghostery products will soon additionally include a Cliqz algorithmic tracking filter. <ref name=hostery Website News>{{cite web|title=Ghostery Website News|url=https://www.ghostery.com/blog/ghostery-news/ghostery-acquired-cliqz/|accessdate=15 Feb 2017}}</ref>

==Products and Services==
<br />
{| class="wikitable"
|-
! Product category !! Products/Services
|-
| Consumer Digital Experience || Browser Extension
|-
| Privacy Compliance Solutions || Ad Notice (part of the Ad Choices program), Site Notice
|-
| Enterprise Digital Experience Management || Ghostery MCM
|}

==Partnerships==
[[IBM]]<ref name=ibm-ghostery>{{cite web|title=Ghostery MCM 2.0|url=http://www-304.ibm.com/partnerworld/gsd/solutiondetails.do?solution=52085&lc=en&stateCd=P&tab=2
|work=IBM|date=19 August 2015|accessdate=8 October 2015}}</ref>
<br />
[[Intel]]<ref name=intel-cookie>{{cite web
|title=Intel Cookie Notice
|url=http://www.intel.co.za/content/www/za/en/privacy/intel-cookie-notice-may-2012.html
|work=Intel
|date=May 2012
|accessdate=7 October 2015
|deadurl=yes
|archiveurl=https://web.archive.org/web/20151118234945/http://www.intel.co.za/content/www/za/en/privacy/intel-cookie-notice-may-2012.html
|archivedate=18 November 2015
|df=
}}</ref>
<br />
[[Oracle Corporation|Oracle]]<ref name=oracle-cookie>{{cite web|title=Ghostery MCM|url=https://cloud.oracle.com/marketplace/listing/3910765
|work=Oracle|date=29 June 2015|accessdate=8 October 2015}}</ref>
<br />
[[Accenture]]
<br />
[[AppNexus]]
<br />
[[MediaMath]]
<br />
[[Adobe Systems|Adobe]]

==Business Model==


On February 15, 2017 the Ghostery trademark, service and software was sold to Cliqz International GmbH a wholly owned subsidiary of Munich-based [[Cliqz]] GmbH for an undisclosed amount, and the company reverted to Evidon.<ref name="verge-ghosterysold">{{cite web|title=Ghostery has been bought by the developer of a privacy-focused browser|url=https://www.theverge.com/2017/2/15/14622484/ghostery-ad-tracking-plug-in-cliqz|website=The Verge|publisher=Vox Media|accessdate=16 February 2017}}</ref>
Ghostery has received criticism over its business model.<ref name=venture-beat>{{cite web|title=Ghostery: A Web tracking blocker that actually helps the ad industry|url=http://venturebeat.com/2012/07/31/ghostery-a-web-tracking-blocker-that-actually-helps-the-ad-industry/|work=Venture Beat|date=31 July 2012|accessdate=4 May 2014}}</ref> This consists of collecting data about third party trackers through their browser extension software after the user opts-in, and then selling it to businesses and brands to help them better understand the effect of 3rd party tags on their users.<ref name=technology-review>{{cite web|title=A Popular Ad Blocker Also Helps the Ad Industry|url=http://www.technologyreview.com/news/516156/a-popular-ad-blocker-also-helps-the-ad-industry/|work=Technology Review|date=17 June 2013|accessdate=5 May 2014}}</ref> According to Ghostery, this data is collected and used only after the user opts-in, giving Ghostery permission in order to make commercial products so brands, not advertisers, can improve the user experience of their customers on their websites.<ref name=nytimes01-ghostery>{{cite web|title=Sharing Data, but Not Happily|url=http://www.nytimes.com/2015/06/05/technology/consumers-conflicted-over-data-mining-policies-report-finds.html|work=NY Times|date=4 June 2015|accessdate=9 November 2015}}</ref>


On August 2, 2017, Evidon was acquired by K1 Investment Management for a reported $50 million. <ref>{{Cite web|title=K1 Invests Over $100 Million|url=https://www.crownpeak.com/about/press-events/press-releases/crownpeak-acquires-leading-digital-governance-provider-evidon|access-date=2020-10-20|website=www.crownpeak.com|language=en}}</ref>
==See also==
*[[List of Firefox extensions]]
*[[Online advertising]]


==References==
==References==
Line 85: Line 40:


==External links==
==External links==
*{{Official website|ghostery.com}}
*{{Official website|https://www.evidon.com/}}
*[https://chrome.google.com/webstore/detail/ghostery/mlomiejdfkolichcflejclcbmpeaniij/ Ghostery] on [[Chrome Web Store]]
*[https://addons.mozilla.org/en-US/firefox/addon/ghostery/ Ghostery] on [[Mozilla Addons]]
*[http://www.aboutads.info/ Digital Advertising Alliance]
*[https://addons.opera.com/en/extensions/details/ghostery/ Ghostery] on [[Opera (web browser)|Opera]]


[[Category:Anti-spam]]
[[Category:2009 establishments in New York City]]
[[Category:Online advertising]]
[[Category:Online advertising]]
[[Category:Firefox add-ons]]
[[Category:Google Chrome extensions]]
[[Category:Internet privacy software]]

Latest revision as of 17:28, 30 July 2022

Evidon, Inc.
Company typePrivate
IndustryMarket intelligence
Compliance
Founded2009
FoundersScott Meyer (CEO)
Colin O'Malley (former CSO)
Ed Kozek (CTO)
HeadquartersNew York City, New York, United States
WebsiteOfficial website

Evidon (formerly Ghostery, Inc. and The Better Advertising Project) is a New York City-based company dealing in enterprise marketing analytics and compliance services.

It was previously the owner of the anti-tracking browser extension Ghostery, which it sold to the German, Mozilla-backed company Cliqz GmbH in February 2017.

History

[edit]

The company was founded in 2009 as The Better Advertising Project by Scott Meyer in the advertising industry.[1] Better Advertising acquired the Ghostery browser extension from David Cancel in January 2009.[1]

In January 2011, the company re-branded as Evidon, a variation of the word "evident". Meyer argued that the previous name had made more sense in the past due to the experimental nature of its product, and that the company needed a more "clear" identity to reflect its professional operation.[2][3]

In April 2014, Evidon was re-branded as Ghostery, Inc., unifying its branding with the consumer-oriented software. The company planned to increase its focus on enterprise-oriented solutions for digital experience management, managing cloud marketing, and managing privacy compliance.[4][5]

On February 15, 2017 the Ghostery trademark, service and software was sold to Cliqz International GmbH a wholly owned subsidiary of Munich-based Cliqz GmbH for an undisclosed amount, and the company reverted to Evidon.[6]

On August 2, 2017, Evidon was acquired by K1 Investment Management for a reported $50 million. [7]

References

[edit]
  1. ^ a b "Behavioral Ad Regulation Startup Better Advertising Buys Tracking Tool Ghostery". 2010-01-19.
  2. ^ "Better Advertising Becomes Evidon; CEO Meyer Discusses New VivaKi Agreement". Ad Exchanger. Retrieved 4 May 2014.
  3. ^ "Web Privacy Self-Regulation Accelerates". Adweek. 13 January 2011. Retrieved 4 May 2014.
  4. ^ "Seeing Opportunity With Data-Haunted Marketers, Evidon Changes Name to Ghostery". AdAge. 21 April 2014. Retrieved 4 May 2014.
  5. ^ "Evidon Rebrands As Ghostery, Focuses On Enterprise Tools". Ad Exchanger. Retrieved 4 May 2014.
  6. ^ "Ghostery has been bought by the developer of a privacy-focused browser". The Verge. Vox Media. Retrieved 16 February 2017.
  7. ^ "K1 Invests Over $100 Million". www.crownpeak.com. Retrieved 2020-10-20.
[edit]
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