With some major marketers and data companies stung by recent data breaches and others worried they might be next, companies are realizing the need to keep a closer watch over their partners. Evidon sees an opportunity on that front. So the privacy tech company today is changing its name to Ghostery, the moniker for its successful consumer-targeted browser app, and launching a platform for managing website vendor technologies that is fueled by data from the Ghostery app.

Prior to today, Ghostery was a privacy app that showed users a list of companies whose tracking tags are present on web pages as they traverse the Internet. The panel of people using the tool has grown to 15 million, and around 200,000 use the mobile version. It got a shout-out at this year’s South by Southwest conference from NSA surveillance-program leaker Edward Snowden. Now the firm behind the tool has taken the massive pool of data from its growing panel of Ghostery users and is serving it up to companies including Target and Equifax.

Ghostery’s Marketing Cloud Management platform promises to help business clients keep an eye on the activities of ad-tech vendors operating on their websites.

Continue reading at AdAge.com

Source: http://adage.com/article/digital/opportunity-data-haunted-marketers-evidon-ghostery/292698/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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