Chrysler Group LLC Adopts New Interactive Advertising Self-Regulatory Program

AUBURN HILLS, Mich., May 13, 2011 /PRNewswire/ --

• Chrysler Group's interactive advertising will display an in-ad and web site notification icon to inform consumers on how their information is captured
• Evidon, Inc. selected as the exclusive compliance service provider

Chrysler Group today announced that each of its brands has fully-engaged in the use of an in-ad and web site notification system to inform consumers on how their information can be utilized while online. The notification system enables the consumer with a choice to opt-out of data use for behavioral advertising in order to ensure transparency as it relates to online advertising. Chrysler Group has partnered with Evidon, Inc. as the exclusive provider of these compliance services for the company's online advertising efforts. Chrysler Group is the first domestic auto 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," said Susan Thomson – Head of Media, Chrysler Group LLC. "Each of the Chrysler Group brands has employed the in-ad and web site notification system and customers will begin to recognize the blue 'Ad Choices' icon."

An "Ad Choices" blue icon has been placed in a corner of each online advertisement. When a consumer clicks on the icon, a window appears 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 Group brand has placed a notice in the footer of each of its brand's web sites providing 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," said Evidon CEO 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."

Evidon will help Chrysler Group deliver ad and web site notification to consumers through Evidon InForm™, the company's assurance platform. The platform enables businesses to serve the "Ad Choices" icon and deliver a series of screens - which can be customized - that 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). 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).

About Evidon, Inc.

Selected by the Digital Advertising Alliance to power its online behavioral advertising self-regulatory program, Evidon (formerly Better Advertising) enables a more trusted environment for everyone in the online ecosystem. It gives businesses an easy, standard way of providing evidence of compliance with industry guidelines, and consumers more transparency into and control over how their information is used online. By empowering consumers and earning their trust, businesses build their brands, participate in OBA with confidence and generate better results. For more information, please visit: www.evidon.com.

About Chrysler Group LLC

Chrysler Group LLC, formed in 2009 from a global strategic alliance with Fiat S.p.A., produces Chrysler, Jeep®, Dodge, Ram Truck, Mopar® and Fiat vehicles and products. With the resources, technology and worldwide distribution network required to compete on a global scale, the alliance builds on Chrysler Group's culture of innovation, first established by Walter P. Chrysler in 1925, and Fiat's complementary technology that dates back to its founding in 1899.

Headquartered in Auburn Hills, Mich., Chrysler Group's product lineup features some of the world's most recognizable vehicles, including the Chrysler 300, Jeep Wrangler, Dodge Challenger and Ram Truck. Fiat contributes world-class technology, platforms and powertrains for small- and medium-size cars, allowing Chrysler Group to offer an expanded product line including environmentally friendly vehicles.

SOURCE Chrysler Group LLC