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TRUSTe - Privacy Data management


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  • 1. CONFIDENTIAL 1 TRUSTed Ads Privacy + Insight for Online Behavioral Advertising (OBA) July 17, 2013
  • 2. CONFIDENTIAL 2 Global Leader in Privacy Management Solutions §  15 years of privacy experience §  #1 privacy brand & trustmark §  Robust technology infrastructure Comprehensive Solution Suite §  All online channels §  Leading global DAA-Approved AdChoices provider (Serving Billions of Daily Impressions) §  Technology + Services + Certifications Large / Loyal Customer Base §  Over 5,000 clients §  Over 90% renewal rate §  Cross industry solutions TRUSTe Overview
  • 3. CONFIDENTIAL 3 Online Behavioral Advertising
  • 4. CONFIDENTIAL 4 Online Behavioral Advertising (OBA) Explained What OBA is… • Retargeting users across unaffiliated websites • Tracking users with cookies across unaffiliated websites • Demographic targeting across unaffiliated websites What OBA is not… • Run of site advertising • Contextual advertising • First-party demographic targeting on a single site •  Analytics or Ad Reporting
  • 5. CONFIDENTIAL 5 Digital Advertising Alliance (DAA) Enforcement Bodies October, 2010: DAA launches formal self regulatory program including the “icon” and designates enforcement bodies: Seven Broad Principles: " Education " Transparency " Consumer control " Data security " Material change " Sensitive data " Accountability Two Key Requirements: " Notice " Choice July, 2009: “Self-Regulatory Principles for Online Behavioral Advertising”
  • 6. CONFIDENTIAL 6 What does DAA self-regulation require? DAA Options – Can be Customized for Your Needs ü Look and feel of notice ü Content and copy ü How and what opt-out list to provide ü Links to external content ü Operational requirements DAA Compliance Requirements: ü AdChoices Icon needs to be displayed prominently ü Consumers provided with a “choice mechanism” Learn more at
  • 8. CONFIDENTIAL 8 TRUSTed Ads—A Brief History July 2009 Self-Regulatory Principles for OBA July 2013 TRUSTe launches AdView enhancement to TRUSTed Ads 2011 TRUSTe brings desktop AdChoices, TRUSTed Ads, to scale October 2010 DAA launches icon and designates enforcement bodies 2012 TRUSTe serving billions of daily, privacy safe impressions worldwide
  • 9. CONFIDENTIAL 9 TRUSTed Ads: Leading DAA-Approved Tech Platform Two Integration Points Consumer Experience Platform Tools Trafficking Console Compliance Reporting Operational Reporting OBA Database In-ad Notice Presentation Icon Serving Preference Management TRUSTe has served over half a trillion AdChoices impressions worldwide Ad Tag HTML Page-based Ad Viewability
  • 10. CONFIDENTIAL 10 AdChoices Icon Once the consumer lands on the TRUSTe preference manager, he/she can opt out of selected tracking networks 3.If clicked the icon launches privacy notice inside the ad 2.A simple ad tag inserts the DAA AdChoices icon 1. TRUSTed Ads – Consumer Experience
  • 11. CONFIDENTIAL 11 TRUSTed Ads – Consumer Experience Consumers have option to click to Preference Manager to learn more about and opt out of selected tracking networks 2.Publishers implement in-page, typically in footer 1. Publisher Solution
  • 12. CONFIDENTIAL 12 TRUSTed Ads AdView Enhancement
  • 13. CONFIDENTIAL 13 NEW! AdView Enhancement to TRUSTed Ads
  • 14. CONFIDENTIAL 14 Ads NOT Seen by Human Eyes 20-60%
  • 15. CONFIDENTIAL 15 AdView Experience TRUSTe DB
  • 16. CONFIDENTIAL 16 100 M Impressions Purchased X $3 CPM $300,000 / month 68% not seen 32 M Impressions Seen vCPM = $9.37 Only pay for Viewable Ads (Cost $96,000) You Save $204,000 / month ROI Potential
  • 17. CONFIDENTIAL 17 Market Research
  • 18. CONFIDENTIAL 18 Consumer Privacy Research
  • 19. CONFIDENTIAL 19 Business Impact Source: 2013 Q1 US Consumer Privacy Report “How Often Do You Worry About Your Privacy Online?” 89% Worry “I Avoid Doing Business with Companies who I do not Believe Protect my Privacy Online” 89% Agree
  • 20. CONFIDENTIAL 20 Consumer OBA Perceptions OBA Awareness Increased Favorability Toward OBA Believe PII Is Attached To Tracking Activity Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q710 Are you aware that some advertisers and websites track your browsing activities and show you ads deemed relevant based on your browsing history? This is commonly referred to as Online Behavioral Advertising. Q715 How do you feel about Online Behavioral Advertising as described above? Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
  • 21. CONFIDENTIAL 21 Consumer OBA Perceptions Agreement With Statements To Online Advertising Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.
  • 22. CONFIDENTIAL 22 Consumer OBA Perceptions Icon Awareness Consumer Perception of Advertisers Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q910 Have you seen either of the following icons or symbols online? Q930/Q945 How does having this information available, along with the option of opting out of Online Behavioral Advertising make you feel about the concept of Online Behavioral Advertising? Q935/Q950 And, how does having this information available make you feel about the advertiser?
  • 23. CONFIDENTIAL 23 Integration
  • 24. CONFIDENTIAL 24 TRUSTed Ads – Simple Implementation q “Smart” ad tag manages all components in one tag q  Smart ad tag auto detects the creative, ad size, and placement q  Typical ad campaign with 3 ad sizes, 3 creative versions, and 10 ad placements could require up to 90 tags without TRUSTe smart ad tag q Fully compatible with all ad serving, ad network and exchange platforms
  • 25. CONFIDENTIAL 25 TRUSTed Ads – Easy Campaign Launches Create new advertiser ID1. Generate the ad tag3.Enter the ad tag details2.
  • 26. CONFIDENTIAL 26 Reporting and Metrics By Geo By Language
  • 27. CONFIDENTIAL 27 Competition
  • 28. CONFIDENTIAL 28 TRUSTed Ads – 2 DAA Approved Providers Comprehensive Privacy Solutions Company “Icon-only” Company • 15 Years Privacy Expertise • Comprehensive global privacy technology platform • Globally Recognized Brand • 2.5 Years • Icon-serving solution
  • 29. CONFIDENTIAL 29 TRUSTed Ads – Only Privacy + Insight (Viewability) Provider
  • 30. CONFIDENTIAL 30 TRUSTe has the highest brand awareness of the 3 DAA-approved solutions – 4 to 8x other options Awareness Increased BASE: Total Qualified Respondents (2011: n=1004; 2012: n=1033) Q901 Please indicate your familiarity with each of the following brands/services?
  • 31. CONFIDENTIAL 31 Consumers trust the “Powered By TRUSTe” branded DAA solution 9x more favourable than alternative BASE: Those Exposed To Unbranded Concept (n=520) Harris Research, 2012 Q940 Below are two additional sample ads – one “Powered by TRUSTe” and one “Powered by Evidon”. Which one would you have greater trust or confidence in? Which Version Offers The Most Trust? Closest Competitor Powered by Closest Competitor 3% I would trust both equally 36% Powered by TRUSTe 27% I would not trust either 33%
  • 32. CONFIDENTIAL 32 Next Steps
  • 33. CONFIDENTIAL 33 What Are Your Compliance Options Do Nothing •  Expose your company to possible lawsuits and regulatory intervention. •  Risk losing business to compliant competitors. Build Your Own Solution •  Invest significant capital and resources to build custom compliance technology. •  Risk of not meeting self regulatory requirements. Partner with TRUSTe •  Only Comprehensive Privacy Platform •  Leading DAA-approved provider •  Ad Viewability •  Cost effective Buy Only on DAA Compliant Ad Inventory •  Vendor(s) in control of notice/message •  Vendor(s) may place icon incorrectly •  Little or no reporting •  Simple, scalable and flexible with billions of daily impressions served •  Full customer support & guidance •  Brand Favorability
  • 34. CONFIDENTIAL 34 Powering Trust for over 5,000 satisfied clients Ad / Data Platforms Cloud Platforms Publishers App Developers B2B BrandsB2C Brands
  • 35. CONFIDENTIAL 35 Questions?