Getting ePrivacy Ready Webinar featuring Forrester
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Getting ePrivacy Ready Webinar featuring Forrester

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This webinar covered the current situation (a background from Forrester’s point of view), how Tag Management fits in the landscape and helps with ePrivacy compliance and top tips on what you can do ...

This webinar covered the current situation (a background from Forrester’s point of view), how Tag Management fits in the landscape and helps with ePrivacy compliance and top tips on what you can do to get ready.

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  • Third party marketing tags ultimately control cookies and tracking for all of your marketing campaigns. Control of these tags is fundamental to compliance. (Without Tag Management it’s hard to know exactly which tags are on your site, are still active and what they’re used for)TagMan gives clients complete ‘Tag Control’ (gain a full picture of your tag landscape, produce workflows around tag updates to keep on top of privacy policies and flexible opt-out choices tailored to your needs – we’ll go into more detail later)  Client was unclear on the tags being served on their site – TagMan was able to pull total tags and locations of those tags so the client could start to indentify the cookies and type of information that’s being collected for the tag/cookie audit.
  • Tags control cookies, which control the tracking for all of your marketing campaigns and analytics. Control of these tags is crucial for website owners to comply with privacy laws, guidelines and regulations worldwide.‘Tag control’ means knowing what tags (and therefore 3rd party vendors) exist across your site(s), both now and in the future, and applying appropriate workflows so when tags are added or removed the right people in the organization are informed and can make any required changes to ensure continued compliance. E.g. If a tag is added that changes what is being tracked on your website, other required changes, such as a privacy policy update, must also be made.
  • Tag/cookie audit – Use TagMan to generate a report of the tags that sit across your website. With this information you’ll be able to:verify each tag is still required and in active useassess the potential technical, business and privacy impact of removing any of the tagsconfirm with relevant vendors what cookies they actually drop, how the cookies are configured and why, what data the vendor tracks, and what ultimately happens to that user data
  • Opt-out and Do-Not-Track - TagMan has a built in opt-out function which can be activated by the web user through your website, at tagman.com, or in their browser via the ‘do-not-track’ feature. This feature can be easily configured by you to match specific opt-out needs according to your business's data activities, legal risk assessment, industry vertical considerations, and geography.
  • Full Tag Control – Unlike less sophisticated container tag systems, TagMan manages every type of tag so there are no limitations of cookie control. These include not only simple marketing pixels, but also complex web analytics, data management and multivariate testing tags.
  • Expertise and Relationships – ePrivacy is a complex, fluid landscape which varies dependent on where you are in the world. With our long-standing expertise in enterprise tag management, global presence and technology partnerships, not only is TagMan at the forefront of the conversation, we ensure our clients are too. Our dedicated account management team work closely with clients, sharing our latest learnings from the industry at large, government bodies, law firms, privacy advocates and technology partners.

Getting ePrivacy Ready Webinar featuring Forrester Getting ePrivacy Ready Webinar featuring Forrester Presentation Transcript

  • Getting ePrivacy readywith Tag ManagementWebinar: March 2012Introduction by:Nancy Marzouk CRO TagManPresented by:Anthony Mullen Senior Analyst Forrester ResearchAngus Glover Wilson Chief Privacy Officer TagMan Tweet questions to: @tagman & cc: #privacy #dntrack if possible Private & Confidential Copyright TagMan 2012
  • Why Privacy Matters to Our Clients Third party marketing tags ultimately control cookies and tracking for all of your marketing campaigns Control of these tags is fundamental to compliance Cookie Audit TagMan gives clients complete ‘Tag Control’ This client was unclear on the tags served on their site Private & Confidential Copyright TagMan 2012
  • Today’s Agenda The Issue: the Legal Imperative Mindset Change is Needed Top tips to get ePrivacy Ready Why Tag Management is Part of the Solution Q&A #privacy #dntrack Private & Confidential Copyright TagMan 2012
  • The Issue: the Legal Imperative Mindset Change is Needed Top tips to get ePrivacy Ready Presented by: Anthony Mullen Senior Analyst Forrester Research #privacy #dntrackPrivate & Confidential Copyright TagMan 2012
  • 5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Reframing the Privacy Debate into DataOwnership and Transparency InitiativesAnthony Mullen, Senior AnalystMarch, 2012#tagman #forrester6 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  • Too much information?7 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Privacy - The Legal Imperative8 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  • Privacy is making headlines for the wrong reasons9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Eras of the Privacy Debate Covert Advertising – Maturing Greater Legislation & no real public Public Automation & Privacy 2.0 awareness Awareness Transparency pre 2009 - 2012 - 2015+ 2009 2011 2014 Focus of this presentation10 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 2011 and 2012 are pivotal years for Privacy legislation 2009 - 2011 2012 - 201411 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • There are two privacy changes running in the EU May The Fast Train 2012 The EU ePrivacy Directive 2014 The Slow Train Data Protection Directive (Revised)12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • The EU Privacy Directive• Applies to • EU website operators Esto-nia Fin-landKing-dom United •• Con-sent is required prior there is no being set, Con-sent con-sent but to cook-ies • Express is required,is not required for the • Companies with a website domain registered but con-sent can beopt-out be prior to the require-ment that expressed through use of cook-ies;con-sent is sufficient in the EU that target EU users. • browser settings pro-vided prior to set-ting must be Notice of the cookie. Browser set-tings • Pri-vacy poli-ciesobtain con-sent,details on how may be used to should include but not in• Only a few coun-tries have offi-cially enacted their cook-ies being set. It is unclear how cook-ies are form where cook-ies are which the cur-rent used, the pur-poses for trans-po-si-tions. cookie infor-ma-tion is used, applied in whom this require-ment will be how and to accepted by default. practice. issued guid-ance that the • the data will be shared, and whethercon-sent The ICO has• The meaning of consent is being heavily debated • infor-ma-tion will be com-bined with means, Pri-vacy poli-cies should include details may be obtained through var-i-ous log-in informationterms of ser-vice, pop-ups, and on how cook-ies are used, the includ-ing• It’s a directive and must be interpreted by member • Pri-vacy pol-icy should include infor-ma-tion on pur-poses for which cookie header/footer language. states. This creates a complex compliance how to man-ageis used, how and to whom infor-ma-tion cookies environment for organisations operating across • Pri-vacy pol-icy should be promi-nently placed the data will be shared, and whether the Europe and be eas-ily acces-si-ble and intel-li-gi-ble infor-ma-tion will be com-bined with log- to users in information May 26 13 © 2012 Forrester Research, Inc. Reproduction Prohibited 2012
  • The Data Protection Directive – two of many clauses 201414 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • What’s happening in the US? This week the Federal Trade Commission released their final report on consumer privacy  The recommendations fall into three broad categories 1. Privacy by Design 2. Simplified Choice for Businesses and Consumers 3. Greater Transparency15 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Consumers have differing views based on geography and the type of data16 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  • The four main types of personal data17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Consumers Concerns about Data Sharing varies depending on the type of data18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • And trust levels vary depending on Geography19 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Trust in offline Advertising is Higher20 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Where are companies with this?21 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  • Awareness and Ownership of the problem needs to be improved IT is mostly left Many marketing Regulated industries holding the hot organisations have accrued a are moving first – potato (cookie!) mixed bag of cookies and are others are just unaware of what they are for beginning to move now. or how they are using the22 © 2012 Forrester Research, Inc. Reproduction Prohibited data.
  • What tools are customers using to block advertising?23 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  • There is already a broad set of tools to enable users to protect their privacy24 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • …but some of the Advertising Industry tools leave a lot to be desired.25 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Tools are also popping up on smartphones too26 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • What to do about it - ONSITE27 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  • There is a business imperative to unlock consumer data Legilsation focus • EU Privacy Directive • Data Protection Directive28 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Re-engineer Privacy and T&C’s with the Customer Experience teampoor policies make a difference to trust and conversion29 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • In 2012 it’s essential to do a Cookie and Tag Audit MUST DO 1. Audit all cookies and tags on site. 2. Categorise cookies and tags 3. Look at what role each tag/cookie is playing 4. Work out how you will communicate to users 5. Fulfill 27 member state requirements for consent 6. Document everything you are doing to build your case 7. Listening to the press and consumers for crisis avoidance GOOD TO START 1. Aggregate the data you have about a customer into one user interface 2. Push for logged-in approaches to overcome cookie limitations30 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Testing, Navigation & Performance of the redesigned Privacy dialogue and Cookie Use  Undertake A/B comparisons of your revised On Site approach  Be clear and controlled in your addition of new Marketing services  Performance31 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Design for Privacy and Transparency Don’t use popups as band-aids Display complex implications graphically Use progressive disclosure Educate 32 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Three different approaches to obtaining cookie acceptance 33 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: BBC News, Debenhams, eBay
  • Countering the Dropoff  Work on SEO  Consider use of analytics for dynamic navigation  Link building  Content Marketing  Make a compelling case for logged in approaches34 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • What to do about it - offsite35 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  • Start speaking with your Ad Network about more than ROI and CTR  Check their membership of bodies (DAA/NAI/eTrust)  Ask how they differentiate from competitors with privacy?  Do they provide click through information to privacy and opt out embedded on ads?  Do they merge PII and non PII for online behavioural targeting?  Consider what ad network sourced ads you are happy to run on your property.36 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • eBay explain why they believe targeted ads benefit users37 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Yahoo! provide users with details about the ads they’re seeing38 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Facebook and Twitter Apps – some Privacy highlights  You will not directly or indirectly transfer any data • Clearly disclose when you are adding location you receive from us with any ad network, ad information to a users Tweets, whether as a exchange, data broker, or other advertising or geotag or annotations data. monetization related toolset, even if a user consents to such transfer or use • Dont edit or revise user-generated content delivered through the API (except due to technical  A users friends data/list can only be used in the limitations) context of the users experience on your application. • Should not use business names and/or logos in a  Ad creative may not contain user data received or manner that can mislead, confuse, or deceive derived from Facebook, even if a user consents to users. such use. • Don’t add hashtags, annotations data, or other  Ad text may not assert or imply, directly or indirectly, content to a users Tweet. within the ad content or by targeting, a users personal characteristics within the following • Your advertisements cannot resemble or categories: reasonably be confused by users as a Tweet (no use of ReTweet, Favorite, and Reply.)39 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Marketers and Product Owners must spearhead the maturity of online dialogue.40 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Thank youAnthony Mullen+44 (0) 20 7323 7733amullen@forrester.comwww.forrester.com@ant_mull © 2009 Forrester Research, Inc. Reproduction Prohibited
  • Why Tag Management is Part of the Solution Presented by: Angus Glover Wilson Chief Privacy Officer TagMan #privacy #dntrackPrivate & Confidential Copyright TagMan 2012
  • Tag Management & ePrivacy Control of your tags is crucial to comply with privacy laws, guidelines and regulations worldwide #privacy #dntrack Private & Confidential Copyright TagMan 2012
  • 4 Key Areas TagMan supports Tag/Cookie Audit Opt-out and Do-Not-Track Complete Tag Control Expertise and Relationships #privacy #dntrack Private & Confidential Copyright TagMan 2012
  • Tag/Cookie Audit Involve the right teams – legal, tech, business Understand what tags you’re running and why Know what cookies they drop, how they work, what data they capture, what happens to that data, and why Decide how ‘intrusive’ each is Be prepared to act – understand the technical, business and privacy impact of removing any of the tags #privacy #dntrack Private & Confidential Copyright TagMan 2012
  • Opt-out and Do-Not-Track Various options to embed the TagMan opt-out All Do-Not-Track visitors automatically opted out You decide how to apply the opt- out to your tag/cookie activities #privacy #dntrack Private & Confidential Copyright TagMan 2012
  • Complete Tag Control You need control over ALL cookies Only a full suite, enterprise TMS has the power to manage ALL tags Only a full suite, enterprise TMS has the workflow controls to allow for compliant tag management #privacy #dntrack Private & Confidential Copyright TagMan 2012
  • Expertise and Relationships Global uncertainty prevails Many stakeholders: gov’t, industry assocs, tech vendors, law firms, client marketing, client legal, client tech TagMan is neutral, central partner #privacy #dntrack Private & Confidential Copyright TagMan 2012
  • Q&A Tweet questions to: @tagman & cc: #privacy #dntrack if possible Private & Confidential Copyright TagMan 2012
  • Thank you!Connect with us: contact@tagman.com @TagMan / @TagManPrivacy Forrester @forrester / @ant_mull Tweet questions to:@tagman & cc: #privacy #dntrack if possible Private & Confidential Copyright TagMan 2012