 Advertisements using Tapad usually feature a notification that explains the ad is being shown as a result of behavioral analysis and provide an opt-out button in compliance with standards set by the Digital Advertising Alliance. The disclosure features are provided by Evidon, which Tapad partnered with in November 2011. According to Forbes, Tapad's "burgeoning success risks irking Congress, regulators and privacy advocates." The company's CEO says it shouldn 't be a problem, since it doesn't collect personally identifiable information.
