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Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM

Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM



Presented to MnSEM on Feb 10, 2011

Presented to MnSEM on Feb 10, 2011



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    Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM Presentation Transcript

    • Presented by Lisa Raehsler to MnSEM
    • Long Ago…(3 Years)  Advertisers limited to   Keyword search   Contextual targeting   Website Targeting   Member targeting
    • Flash Forward  Audience targeting has evolved to become extremely granular
    • Google Adwords  Mobile phones /device users  Retargeting  Interest categories  Demographics  “Audience Channels”   Placements pre-screen by Google research team
    • Facebook  Likes and interests  Fans  Friends of connections  People on their birthday  Relationship status
    • LinkedIn  A few weeks ago they enabled new targeting allowing:  Linkedin group  Company name  Job title or category of job title (was function)
    • Foursquare  Geo-location targeting  Offer is available in close proximity to physical check-in
    • Roadblocks: Privacy Concerns  Private data collection  Consumers don’t know how to opt-out  Being tracked by mobile phones  Possibly search history?
    • Timeline Shows Trends Obama Admin Google faces proposes criticism FTC releases “Privacy Policy criticism for guidelines/ numerous ethics for self- Office” to NEXT? coordinate privacy and governance online privacysecurity issues issues Dec 2002 + 2007 + 2009 2010 Jan 2011 NEXT? 2010 Facebook FTC Firefox and faces criticism releases Chrome for numerous privacy announce privacy and report & “do browser security issues not track” privacy tools
    • Impact On Our Ads?  Trends are pointing in the direction that micro-targeting for advertisers, especially Behavioral Targeting, will become more difficult as consumer awareness increases and legislation is introduced preventing certain tracking and tagging.
    • 3 Things To Think About  Advertisers will need to:   Find pockets of most reliable data, ie. Keyword search and non-BT   Set expectations that BT reach may degrade   Become less reliant on cookies and create innovative opt-in programs   What else? Let’s Discuss!
    • Resources  For a copy of this presentation, please see:  http://www.slideshare.net/lraehsler  Google Chrome "Keep My Opt-Outs"  https://chrome.google.com/webstore/detail/ hhnjdplhmcnkiecampfdgfjilccfpfoe  FTC Privacy Report "Do Not Track"  www.ftc.gov/os/2010/12/101201privacyreport.pdf  Web Tool On Firefox to Deter Tracking  http://online.wsj.com/article/ SB10001424052748704213404576100441609997236.html