How Privacy Drives Marketing - Scott Meyer, Evidon


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  • Add FTC is taking action ageist companies now
  • Essentially OBA is the delivery of relevant advertising to specific computers or devices in ways that enrich the consumer online experience. Very broad and probably easier to define what is not OBA because everything else is. Such as Dynamic Logic study Omniture Site Catalyst Standard 3rd Party Ad ServingGoogle Analytics Traditional media buys
  • Add FTC is taking action ageist companies now
  • How Privacy Drives Marketing - Scott Meyer, Evidon

    1. 1. Conversational Marketing Summit<br />New York, NY June 6, 2011<br />
    2. 2. How Privacy Drives Marketing: <br />OBA Compliance to Build Your Brand<br />June 6, 2011<br />The Conversational Marketing Summit<br />
    3. 3. Can Privacy Pay?<br />I believe there is an opportunity for companies that address the issue head-on with customers to differentiate themselves in a manner that reinforces a position of customer-centricity and openness. Call it customer service if you will…<br />Mike Bloxham,<br />Trendline Interactive <br />“Transparency Is The New Green”<br />Mediapost Online Media Daily, 5/16/11<br />3<br />
    4. 4. OBA is broad, covering many strategies<br />What is it? <br />Retargeting<br />Remarketing<br />Network & Exchange Buying<br />DSP’s <br />BlueKai/Exelate<br />Data Collection<br />…<br />4<br />
    5. 5. Self-Regulatory Program for OBA to Date <br />Feb ’09Principles set by FTC<br />July ’09Program definedby coalition ( )<br />Oct ’10Program launchedby coalition, now theDigital Advertising Alliance (DAA); Better Advertising (Evidon) endorsed<br />Jan ’11Enforcement begins; by<br />5<br />
    6. 6. Time to Get with the Program<br />What you need to do:<br /><ul><li>License icon from DAA (
    7. 7. Networks, et al. – get listed on DAA opt-out page
    8. 8. Get icon on every OBA ad/page
    9. 9. Deliver notice and choice through icon</li></ul>6<br />FTC is taking action against companies now<br />Compliance status letters being sent by the CBBB and the DMA<br />
    10. 10. FTC: From grumbles to threats…<br />7<br />“Industry needs to do a better job of meaningful, rigorous self-regulation… Put simply, this could be the last clear chance to show that self-regulation can – and will – effectively protect consumers’ privacy in a dynamic online marketplace.”<br />- Jon Lebowitz, FTC Chairman<br />
    11. 11. FTC: …to nailing companies, big and small<br />8<br />Both companies now have a 20-year reporting requirement to the FTC<br />
    12. 12. Policing ourselves: The Digital Advertising Alliance<br />9<br />=<br />What it means:<br />OBA CompliantTrust MarkBuild Brand<br />
    13. 13. Best-Practices Ad Notice<br />10<br />STEP 2<br />STEP 1<br />
    14. 14. 11<br />Best-Practices Ad Notice<br />STEP 3<br />Easy opt-out from each; reporting proves that the request has been sent<br />All vendors contributing targeting to ad<br />…the following companies helped target this ad to you...<br />Rich detail on each vendor available<br />Consumer profile management via ODP<br />Global opt-out to hundreds of vendors<br />Click here to opt out of more companies<br />
    15. 15. 12<br />Best-Practices Ad Notice<br />Open Data Partnership (ODP)—fine tune targeting profiles<br />…the following companies helped target this ad to you...<br />Click here to opt out of more companies<br />
    16. 16. Best-Practices Website Notice<br />13<br />Easy opt-out from each; reporting proves that the request has been sent<br />Rich detail on each collector available<br />
    17. 17. You Have Options, And Obligations<br />14<br />On Advertiser’s site<br />In Ads<br />Use approved providerManage yourself<br />Buy only through DAA-compliant businesses70 networks, DSPs, publishers<br />Build your own solution<br />ADVERTISER needs to provide simple opt-outIf 3rd party OBA tags are present<br />
    18. 18. People Prefer Transparent Brands<br />15<br />67% <br />76% <br />want to see all companies involved in targeting an ad to them<br />feel more positive towards brands that give them control, including opt out<br />57% <br />36% <br />feel more positive towards transparent brands<br />more likely to buy from transparent brands<br />Source: Better Advertising study with Millward Brown’s Dynamic Logic, “Consumer Interactions with In-Ad Notice,” November 3, 2010. Study surveyed 1,600 respondents who experienced Better Advertising ad notice through one of four brands representing different sectors. <br />Opt-out rates average 0.0001%<br />
    19. 19. Scott Meyer<br />CEO<br /><br />
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