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The Cookie is Crumbling: "Audience Recognition Crisis in Mobile"
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The Cookie is Crumbling: "Audience Recognition Crisis in Mobile"

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  • 1. Solving the Audience Recognition Crisis in Mobile James Lamberti, GM and VP of AdTruth Ed Chater, VP of Media Operations Somo Ltd.
  • 2. Audience Recognition Crisis Today, Marketers are blind to 40% of their audience. For the remaining 60%, cookies last only 4 days on average. Firefox is evaluating blocking (30% of desktop traffic globally) 3rd party cookies. Apple’s Safari does not support 3rd party cookies. On mobile phones and tablets, (50% of today’s Internet traffic) cookies don’t work. Sources: comScore, Business Insider State of the Industry Report March 2013, AdTruth Research and Analysis 2
  • 3. Privacy Concerns are GrowingCncerns are Growing 72% of Smartphone users are more concerned about their privacy on smartphones than one year ago Source: TRUSTe Privacy Index 2013 Consumer Confidence Edition 3
  • 4. There is a Path Forward 4
  • 5. How Device Recognition Technology Works Anonymous Data Points are Gathered Recipe Engine Client Side Collector Server Side Library DeviceInsight ID 40 character SHA1 hash ID 6881A07F9903AACE1B5BA88162673FDC1DB0DA4E OBA OPT-OUTS DNT:0, DNT:1 5
  • 6. The Right Approach: Privacy by Design No Personally Identifiable Information (PII) NO Tags Data Secure Client Controlled NO Data NO Residue Probabilistic Anonymous Identifier Privacy by Design On-Premise Solution 6
  • 7. Probe Carefully! Recognition vs. Fingerprinting Device Recognition NOT “Device Fingerprinting” – Flexible Design – Limited Access and Collection – Non-Invasive, Passive Observation – Recognize, NOT Permanently or Uniquely Identify 7

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