AUBURN HILLS, Mich. -

In response to how online ad protocol is changing, Chrysler’s entire interactive Web advertising campaign now has a full disclosure application. What is it meant to do? The automaker says it’s to inform consumers on how their information is being captured.

Chrysler explained that each of its brands has become fully engaged in the use of this in-ad and website notification system. Along with telling consumers  how their information can be utilized while online, the notification system can enable the consumer to opt-out of data used for behavioral advertising in order to ensure transparency as it relates to online advertising.

The OEM partnered with Evidon as the exclusive provider of these compliance services for the company’s online advertising efforts. Chrysler contends it’s the first domestic manufacturer to sign up as an early adopter of this technology.

“The notification system has been set in place to make consumers aware of how their information is being gathered and used in the online advertising process. This system will empower consumers to decide if they want to opt-out of behaviorally targeted advertising or continue to have these tailored advertisements marketed directly to them,” stated Susan Thomson, Chrysler’s head of media.

“Each of the Chrysler Group brands has employed the in-ad and website notification system, and customers will begin to recognize the blue Ad Choices icon,” Thomson pointed out.

The automaker indicated an Ad Choices blue icon has been placed in a corner of each online advertisement. When a consumer clicks on the icon, a window is set to appear with information notifying consumers as to how the ad was matched based on their browsing activity as well as an information grid that allows the consumer to find out more information or opt-out of future behavioral advertising.

Similarly, each Chrysler brand has placed a notice in the footer of each of its websites to provide the consumer with similar information and the option to opt-out.

“Thanks to the leadership from both major brands and key agencies, the industry Self-Regulatory Program for Online Behavioral Advertising is scaling at a fast-accelerating pace,” noted Evidon chief executive officer Scott Meyer.

“We’re obviously very pleased to continue helping consumers make informed choices around how their information is used to deliver more relevant advertising content,” Meyer added.

Evidon intends to help Chrysler deliver ad and website notification to consumers through Evidon InForm, the company’s assurance platform. The platform can enable businesses to serve the Ad Choices icon and deliver a series of screens that can be customized and offer consumers insight into how the specific ad was targeted to them, the companies that contributed to these marketing efforts and the ability to opt-out of being targeted by those companies.

“Consumers also have the ability to fine-tune the online profiles that certain companies have created about them via Evidon’s Open Data Partnership (ODP),” officials highlighted.

“Businesses provide this notice experience to demonstrate evidence of compliance with the Self-Regulatory Program for Online Behavioral Advertising of the Digital Advertising Alliance (DAA),” they concluded.