Through a separate business -- not connected to Ghostery -- the company also enables and certifies compliance with the industry's AdChoices self-regulatory program (i.e. the blue triangle). This offering is viewed internally as a mature revenue stream without much room to grow.
Evidon's great hope right now lies in marketing to the enterprise customer, something Riley has recent experience doing. At Audience Science, she helped engineer a shift away from ad network-based selling through agencies to an enterprise model for programmatic buying. The company has flown under the radar since that transition but it has a major enterprise client in Procter & Gamble, which has centralized much of its digital display ad buying with the company (away from agencies). Audience Science claims 15 enterprise customers in all – including in telco, pharma, and ecommerce -- but P&G is certainly its largest customer, by a wide margin.
Riley will stay on as an adviser to Audience Science. In taking the Evidon job, she says she was personally motivated by a belief that the privacy debate will ultimately be resolved only through transparent collection and reporting.
"By being both in privacy business and in the data business, Evidon is right in the center of that future," she said. "We're very transparent with our Ghostery people. That will never change, that can never change. What that forces in the industry is that same level of transparency."