I co-founded Evidon, previously known as Better Advertising, the online advertising industry’s first privacy compliance platform company, in 2009 after leaving Polaris. As with Thing Labs, which I co-founded in 2008, I was also Evidon’s first CTO. I was fortunate to work with CEO Scott Meyer and an exceptional startup team to improve the transparency of online advertisers and provide consumers with more choice. Along the way we acquired by friend David Cancel‘s Ghostery, which proved instrumental in giving Evidon the best visibility into the shadier areas of adtech.

My experience at Evidon directly led to the founding of Shopximity. I learned first hand how little the online advertising industry cared about user experience and the huge cost that imposed on publishers and advertisers. I wanted to create a new model for marketing online, one that made the Web better, not worse.