9/30/2011    The New Face of Online         Advertising     OBA & Compliance                 Presented by:                ...
9/30/2011              Sal Tripi              Sr. Director of Operations and Compliance              Publishers Clearing H...
9/30/2011    Digital Advertising Alliance      Why PCH Got Involved?Major Brand with Significant Presence Online.      Pub...
9/30/2011             Aligned Principles• Transparency - Providing notice to consumers when                 they are being...
9/30/2011                                          Fran Maier                                          President and Execu...
9/30/2011                        Privacy Is Important To 94% Of ConsumersBASE: Total Qualified Respondents (n=1004)Q800   ...
9/30/2011                           Few Would Willingly Share Indentifying or                            Sensitive Informa...
9/30/2011                     Over Half Do Not Like Behavioral Advertising                           OBA Favorability     ...
9/30/2011            Consumers Are Favorable To Enhanced Choice –                   It Improves Engagement LevelsBASE: Tot...
9/30/2011                Most Consumers Are Aware Of Mobile Tracking                -The Vast Majority Want The Ability To...
9/30/2011            TRUSTed Ads – Behind the Scenes                                                                      ...
9/30/2011            Jonathan Fox            jonathan.fox@doubleverify.com            www.doubleverify.com   DoubleVerify:...
9/30/2011The Digital Advertising EnvironmentIt’s a Jungle Out There….•   Inappropriate Content•   International Traffic•  ...
9/30/2011 In-ad OBA Compliance Solution• DoubleVerify’s solution meets all the  requirements for compliance:  Advertising ...
9/30/2011   While Circle Grows…                       OBA                     Compliance                                  ...
9/30/2011            Strategy and technology to            power privacy and compliance around the world                  ...
9/30/2011  Two Roles in DAA Program  Compliance Services                    Technology Provider                           ...
9/30/2011          Brands Have Options, And       In Ads    Obligations site                       On Advertiser’s       1...
9/30/2011The Icon—It’s Not Just for OBA         Anymore…                   =    Think: Nutritional label for ads          ...
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Notes Version: The New Face of Online Advertising OBA & Compliance

  1. 1. 9/30/2011 The New Face of Online Advertising OBA & Compliance Presented by: Linda Woolley - DMA Sal Tripi – Publishers Clearing House Fran Maier – Truste Jonathan Fox - Double Verify Scott Meyer - Evidon• Regulatory Update Linda Woolley EVP Washington Operations Direct Marketing Association - DMA 1
  2. 2. 9/30/2011 Sal Tripi Sr. Director of Operations and Compliance Publishers Clearing House Trusted Ads• Initial Launch – Early 2010• Beta Client for Truste – Consumer Feedback Positive• Rollout Late 2010• Consolidation into DAA Program 2
  3. 3. 9/30/2011 Digital Advertising Alliance Why PCH Got Involved?Major Brand with Significant Presence Online. Publisher Advertiser 3
  4. 4. 9/30/2011 Aligned Principles• Transparency - Providing notice to consumers when they are being served OBA.• Education - Facilitating one-click access to all relevant information about OBA.• Choice - Enabling consumers to opt out of this type of behaviorally-targeted ads.• Enforcement - Ensures consumers preferences are maintained and respected. Brand Responsibility• Partner and Network Vetting• Auditing• Difficult Decision Thank You! Sal Tripi Sr. Director, Publishers Clearing House 4
  5. 5. 9/30/2011 Fran Maier President and Executive Chair Truste About Us • Mission: Truth in Privacy • #1 Privacy Management Solutions Provider • Founded in 1997 as non-profit industry association • Converted to for-profit in 2008 to address emerging privacy challenges • Over 4,000 clients • TRUSTed Ads Comprehensive Privacy Solutions for: Website Mobile Cloud Advertising Research: Consumer Attitudes on Online Behavioral Advertising and PrivacyObjectives Methodology • What do consumers actually 1,004 total interviews were conducted know about online behavioral among Harris Interactive’s online advertising? consumer panel • How do consumers feel about Respondents were qualified as: this practice? • US residents • Age 18 and over • How does the icon impact • Not employed in advertising, marketing perceptions of online behavioral research, PR advertising? Weighted to match the US adult population • Trend to 2008 and 2009 data of computer users. Interviews were conducted May 26 – June 2, 2011 Via self-administered online survey 5
  6. 6. 9/30/2011 Privacy Is Important To 94% Of ConsumersBASE: Total Qualified Respondents (n=1004)Q800 Privacy can have a different level of importance to different people. For you, personally, how important is the issue of online privacy? Consumers Think Multiple Parties Are Responsible For Protecting Privacy Responsibility of Different Groups in Protecting an Individuals Privacy Individuals themselves 45% 36% Social networks (e.g. Facebook, Twitter) 34% 44% Website owners and publishers 33% 44% (e.g., CNN.com, NYTimes.com, etc.) Search Engines (e.g. Yahoo, Bing, Google) 31% 40% 31% Manufacturers of browsers and other online software (e.g. Internet Explorer, Safari, Firefox, Chrome) 30% 40% Online advertising networks 29% 40% Internet Service Providers (ISPs) (e.g. Comcast, ATT) 31% 36% Independent privacy certification 27% 38% organizations/self regulatory organizations Online advertisers 31% 39% Wholly Responsible Government through legislation or regulation 28% 31% A Lot ResponsibleBASE: Total Qualified Respondents (n=1004)Q836 When thinking about protecting an individuals online privacy, how responsible should each of the following groups be? Yet, At The End Of The Day, They Trust Themselves The MostBASE: Total Qualified Respondents (n=1004)Q840 Which one would you most trust to protect your privacy? 6
  7. 7. 9/30/2011 Few Would Willingly Share Indentifying or Sensitive Information With Advertisers Types of information consumers would not consent to sharing with advertisers Financial information 66% 14% Contact information (email, phone, physical address) 49% 22% Health related information 52% 18% Current location 46% 20% Name 45% 19% Online browsing behavior 34% 21% Profession 32% 19% Demographic information (not PII) 27% 15% Definitely Would Not Consent Hobbies/Interests 26% 14% Probably Would Not ConsentBASE: Total Qualified Respondents (n=1004)Q741 How likely are you to consent to share each of the following types of information with advertisers? Little Interest In “Tracking Browser Behavior” For Any Purpose Except Security Likelihood to consent to tracking of online browsing behavior under specific circumstances 10% 32% 4% 18% Definitely Would Consent 2% 13% Probably Would Consent BASE: Total Qualified Respondents (n=1004) Q731 For each of the following situations below, please indicate how likely you would be to consent to tracking of your online browsing behavior? Most Consumers Are Aware Of OBABASE: Total Qualified Respondents (n=1004)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. 7
  8. 8. 9/30/2011 Over Half Do Not Like Behavioral Advertising OBA Favorability Mobile OBA Favorability1 1% 22% Do Not Like It Neutral 74% Like ItBASE: Total Qualified Respondents (n=1004)Q715 How do you feel about Online Behavioral Advertising as described above?1. Source: “Mobile Privacy: A User’s Perspective”, TRUSTe & Harris Interactive. Spring 2011.BASE: Total Qualified Smartphone Users (n=1000)Q1045 How do you feel about being tracked by advertisers on your mobile phone? 52% Believe That OBA Uses Personally Identifiable Information (PII)BASE: Total Qualified Respondents (n=1004)Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? However, Favorability Increases 100% When They Are Assured PII Is Not Used 22% 11% OBA Favorability If They OBA Favorability If Believe PII Is Attached Assured PII Not AttachedBASE: Total Qualified Respondents (n=522)Q715 How do you feel about Online Behavioral Advertising as described above?Q725 If the browsing information advertisers track with Online Behavioral Advertising was not linked to your personal information (such as your name or email address, etc.), then how would you feel about Online Behavioral Advertising? 8
  9. 9. 9/30/2011 Consumers Are Favorable To Enhanced Choice – It Improves Engagement LevelsBASE: Total Qualified Respondents (n=1004)Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising. Consumer Awareness of the Icon is 5% Awareness Source Of AwarenessBASE: Total Qualified Respondents (n=1004)Q910 Have you seen either of the following icons or symbols online?BASE: Have Seen Forward I Icon (n=32)Q915 Where did you see this icon? The DAA Program Enhances Consumer Favorability Toward Advertisers 43% Favorability Toward Advertisers After Being Shown DAA Notice/Choice ExperienceBASE: Total Qualified RespondentsQ935/Q950 And, how does having this information available make you feel about the advertiser? 9
  10. 10. 9/30/2011 Most Consumers Are Aware Of Mobile Tracking -The Vast Majority Want The Ability To Opt-Out1 Feelings About Advertiser Tracking1. Source: “Mobile Privacy: A User’s Perspective”, TRUSTe & Harris Interactive. Spring 2011.BASE: Total Qualified Smartphone Users (n=1000)Q1040 Are you aware that advertisers are tracking your mobile activities and delivering ads targeted to you based on your behavior?Q1045 How do you feel about being tracked by advertisers on your mobile phone?Q1050 Are you interested in being able to opt in or out of targeted mobile ads? Conclusions 1. Consumers care about privacy 2. Consumers trust themselves the most to protect their privacy – industry must provide them with the necessary tools 3. Education is critical to building trust – in the absence of information consumers will assume the worst 4. Consumer awareness of the DAA icon is currently low, but the notice and choice provided by the DAA program build substantial consumer trust TRUSTed Ads 1. A TRUSTe ad tag 2. The icon launches 3. Consumers can navigate inserts the Advertising TRUSTe-served from the privacy notice to Option Icon. privacy notice TRUSTe’s Opt-Out Preference Manager 10
  11. 11. 9/30/2011 TRUSTed Ads – Behind the Scenes Two Integration Points Ad Tag HTML Icon Notice Preference Serving Presentation Management Allstate Insurance cares about your privacy. Advertising.com delivered this Consumer personalized ad for Allstate based on your interests. Experience Trafficking Operational Compliance OBA Console Reporting Reporting Database Platform Tools TRUSTe IE9 Tracking Protection List• IE9 users can download Tracking Protection Lists• Lists can BLOCK or ALLOW tracking companies• ALLOWs override BLOCKs For full survey results please visit: http://www.truste.com/ad-privacy/ 11
  12. 12. 9/30/2011 Jonathan Fox jonathan.fox@doubleverify.com www.doubleverify.com DoubleVerify: The Industry Leader40 billion+ imps verified monthly96% see through rate (STR) of nestediFrames 67% Decrease inDAA-approved OBA compliance inappropriatesolution contentOnly verification vendor certified onthe Big 4 (Yahoo, AOL, MSN, Google)Preferred partner of 6 out of 6 agencyholding companies 84% Decrease in internationalFortune 500 Clients– over 200 and trafficcounting 35 The Digital Advertising Environment Visibility is Limited 31% Non-Compliance 36 12
  13. 13. 9/30/2011The Digital Advertising EnvironmentIt’s a Jungle Out There….• Inappropriate Content• International Traffic• Not on approved site list• Regulatory compliance• Hyper-frequency• Competitive Separation• Multiple Ads on Page• Above the Fold/Below the Fold• Fraudulent sites with invisible iFrames 37The Digital Advertising Environment• Until now, focus has been on publication and placement: – Viewership of publications fit demographic – Ads were being served to appropriate sites – Ads were placed on appropriate context Online Behavior Advertising (OBA)• OBA brings greater opportunity – Greater opportunity brings greater responsibility – OBA brings the need for OBA Compliance 13
  14. 14. 9/30/2011 In-ad OBA Compliance Solution• DoubleVerify’s solution meets all the requirements for compliance: Advertising Privacy Notice DoubleVerify’s Options Icon is Interstitial informs Privacy Manager displayed on all users about OBA and provides opt out ads links to privacy and in choices preference manager 40 Site OBA Compliance SolutionClear and Meaningful NoticeEasy to use mechanism for consumer choice 41 It is About Trust• Getting it right is about trust – Each interest-based ad is test of consumer and industry trust• Breaking this trust has consequences – On an individual user level – On an industry level 14
  15. 15. 9/30/2011 While Circle Grows… OBA Compliance Inappropriate Fraud Content Competitive Ad Separation Placement Geo- Targeting So does the opportunity……And so do the tools and consumer confidence Thank You! Jonathan Fox jonathan.fox@doubleverify.com www.doubleverify.com 15
  16. 16. 9/30/2011 Strategy and technology to power privacy and compliance around the world  2011 Evidon, Inc. All Rights Reserved. Purpose-Built for Compliance Self-Regulatory Regulatory Contractual Advertentievoorkeuren Deze advertentie werd voor u geselecteerd door Canon op basis van uw eerdere zoekopdrachten en surfgedrag. Canon werkt samen met internetbedrijven om u advertenties te tonen die zo goed mogelijk aansluiten bij uw interesses, bepaald op basis van uw recente surfgedrag. Voor meer informatie klikt u op de link “Meer informatie & privacy-opties” 47 Purpose-Built for Compliance65+ billion notices (will update)100+ brands 4+ million downloads40+ networks, DSPs, etc 300k member opt-in panel 800+ companies, 8M domains Auto-translation into French, Dutch, German, Italian, and Spanish (to start) Advertentievoorkeuren Deze advertentie werd voor u geselecteerd door Canon op basis van uw eerdere zoekopdrachten en surfgedrag. Canon werkt samen met internetbedrijven om u advertenties te tonen die zo goed mogelijk aansluiten bij uw interesses, bepaald op basis van uw recente surfgedrag. Voor meer informatie klikt u op de link “Meer informatie & privacy-opties” 48 16
  17. 17. 9/30/2011 Two Roles in DAA Program Compliance Services Technology Provider 1. Panel 2. Lab Data Data 3. Privacy DatabaseAssurance Platform Monitoring PlatformDelivers ad/site notice to Delivers data to CBBB/DMA, primarilyconsumers; helps all businesses from panel, enhanced bycomply with Program. All data lab and other analytics tools, toowned and controlled by client, support Accountability Mechanisms.not Evidon or anyone else. Enforcement decisions made by BBB/DMA, not Evidon. — Tracking the Trackers 50 Clarity into Data Ecosystem 1. Ghostery Panel Data InLight Reports 30+ trackers found, (300k members) Protect your data including: 2. Privacy Database [x+1] (800+ companies) 24/7 Real Media 33Across Adconion AddThis Supports AdNexus enforcement Advertising.com … 51 17
  18. 18. 9/30/2011 Brands Have Options, And In Ads Obligations site On Advertiser’s 1. Use approved provider Manage yourself 2. Buy only through DAA-compliant businesses 70 networks, DSPs, publishers 1. ADVERTISER needs to provide simple opt-out 3. Build your own solution If 3rd party OBA tags are present 52 Chrysler: First US Automaker to Deploy Iconproactive approach Strategic, • to protecting consumers • Ad notice, site notice, participation in Program promotion • Site notice − Stay on top of collection across properties − Compliance with company policies 53 Walmart: Navigating Complexity OBA on unaffiliated Effectively sites 3rd party ads onWalmart.com …that use 1st party data… Robust disclosure and controls …and 3rd party data 54 18
  19. 19. 9/30/2011The Icon—It’s Not Just for OBA Anymore… = Think: Nutritional label for ads 55 19

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