EDAA approves ABC as Certification Provider for the EU Self-Regulatory Programme on OBA

EDAA approves ABC as Certification Provider for the EU Self-Regulatory Programme on OBA

ABC collaborates with Evidon to deliver robust and independent service

Brussels, 7 August 2013: – ABC has been approved as a Certification Provider for a new Trust Seal of approval to demonstrate company compliance with the EU Self-Regulatory Programme on Online Behavioural Advertising (OBA), the European Interactive Digital Advertising Alliance (EDAA), responsible for enacting key aspects of the self-regulatory initiative on OBA across Europe, announced today. ABC will be utilising data and technology from Evidon – which serves the OBA icon on billions of global ad impressions daily – as an integral part of its monitoring service to support this important industry initiative.

As an EDAA-approved Certification Provider, ABC will be responsible for independently assessing company compliance with the European Principles on OBA (https://edaa.eu/european-principles) and issuing a Trust Seal (pictured below) to companies who demonstrate that they meet the standards set out in the Principles. Designed to help achieve the all-important transparency objective, the Trust Seal will be an easily recognisable symbol for both consumers and business partners, which demonstrates the good standing and responsibility of companies that receive it.

Evidon’s technology and data allows businesses to give full disclosure about how they are utilising consumer data for targeted advertising which, coupled with certification, fulfils core requirements of compliance with the EU Self-Regulatory Programme on OBA. Continuous monitoring will provide detailed company compliance information for national self-regulatory organisations (SROs) across Europe, in order to facilitate their handling of consumer complaints on OBA in a consistent and efficient manner.

Oliver Gray, Director-General of the EDAA, stated: “EDAA has taken another important step in the development of the EU Self-Regulatory Programme on OBA, recognising ABC as an approved provider of certification services, and acknowledging their collaboration with Evidon to enable this.”

The approval of ABC adds to the existing providers approved by the EDAA. Approved providers offering certification services to companies within the Programme are: ABC, BPA Worldwide, ePrivacyconsult and TRUSTe.



For more information, please contact:

Dave Barron, EDAA Project Officer (dave.barron@edaa.eu)

Tel: +32 (0)2 213 4180

For ABC media enquiries, please contact Isabel Napier-Wilson at: isabel@edaa.eueulogy.co.uk or call +44 (0) 20 3077 2000

For Evidon media enquiries, please contact Victoria Usher at: victoria@edaa.eugingermaymarketing.com or call +44 (0)7971 129104



The European Interactive Digital Advertising Alliance is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the www.youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach. More information can be found at: www.edaa.eu.


ABC is governed by the media industry, for the media industry and is expert at setting data and process standards across multiple platforms. ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.

The ABC Board consists of media owners, media agencies, advertisers and trade body members – with 25 per cent of the Board representing the digital sector. The Board makes strategic decisions as to how ABC is run and each industry sector is represented by a Reporting Standards Group.

ABC was established in the UK in 1931 and is a founder member of the International Federation of ABCs (IFABC), of which ABC CEO Jerry Wright is President. ABC’s digital arm was established in 1996 and was united with ABC under one brand with a new identity and integrated structure in March 2011. ABC works to deliver common international standards for measuring digital reach, engagement and loyalty, as well as creating common standards for good practice throughout the industry.

For more information, please visit: www.abc.org.uk


Evidon reveals the invisible web.

Its technology gives brands, publishers, networks and other businesses around the world unique insight into how the digital ecosystem really works, including unparalleled intelligence on the marketing technologies that underpin the commercial web and the power to control their impact on business.

Evidon technology includes Ghostery, the industry-leading browser tool that reports on data collection across 26 million websites and informs the company’s business control solutions. Evidon also provides market-leading privacy controls for more than $2 billion of display media and e-commerce transactions annually that empower more than 150 million people a day to control how their information is used online.

Companies make smarter decisions, protect their businesses and consumer privacy, and grow revenue as a result.

For more information, please visit: www.evidon.com