The New Face of Online Advertising: OBA & Compliance

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  • Event hashtag: #truste2011
  • Fran starts
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Event hashtag: #truste2011
  • Partner experience: DoubleVerify scans publisher page to compile a list of ad partners Publisher reviews and customizes the list Publisher provides customized language for disclosure Javacscript coding that triggers the Ad Options Icon is integrated on Publisher site DoubleVerify continues to scan Publisher for new ad partners Publisher manages list changes in administrative interface
  • Scott M
  • The New Face of Online Advertising: OBA & Compliance

    1. 2. The New Face of Online Advertising <ul><li>OBA & Compliance </li></ul><ul><li>Presented by: </li></ul><ul><li>  Linda Woolley - DMA </li></ul><ul><li>Sal Tripi – Publishers Clearing House Fran Maier – Truste </li></ul><ul><li>Jonathan Fox - Double Verify </li></ul><ul><li>Scott Meyer - Evidon </li></ul><ul><li>  </li></ul>
    2. 3. Regulatory Update Linda Woolley EVP Washington Operations Direct Marketing Association - DMA
    3. 5. Sal Tripi Sr. Director of Operations and Compliance Publishers Clearing House
    4. 6. Trusted Ads <ul><li>Initial Launch – Early 2010 </li></ul><ul><li>Beta Client for Truste </li></ul><ul><ul><li>Consumer Feedback Positive </li></ul></ul><ul><li>Rollout Late 2010 </li></ul><ul><li>Consolidation into DAA Program </li></ul>
    5. 7. Digital Advertising Alliance
    6. 8. Why PCH Got Involved? <ul><li>Major Brand with Significant Presence Online. </li></ul>
    7. 9. Publisher Advertiser
    8. 10. Aligned Principles <ul><li>Transparency - Providing notice to consumers when they are being served OBA. </li></ul><ul><li>Education - Facilitating one-click access to all relevant information about OBA. </li></ul><ul><li>Choice - Enabling consumers to opt out of this type of behaviorally-targeted ads. </li></ul><ul><li>Enforcement - Ensures consumers' preferences are maintained and respected. </li></ul>
    9. 11. Brand Responsibility <ul><li>Partner and Network Vetting </li></ul><ul><li>Auditing </li></ul><ul><li>Difficult Decision </li></ul>
    10. 12. <ul><ul><ul><ul><li>Thank You! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sal Tripi </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sr. Director, Publishers Clearing House </li></ul></ul></ul></ul>
    11. 13. <ul><ul><ul><ul><li>Fran Maier </li></ul></ul></ul></ul><ul><ul><ul><ul><li>President and Executive Chair </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Truste </li></ul></ul></ul></ul>
    12. 14. About Us <ul><li>Mission: Truth in Privacy </li></ul><ul><li>#1 Privacy Management Solutions Provider </li></ul><ul><li>Founded in 1997 as non-profit industry association </li></ul><ul><li>Converted to for-profit in 2008 to address emerging privacy challenges </li></ul><ul><li>Over 4,000 clients </li></ul><ul><li>TRUSTed Ads </li></ul><ul><li>Website </li></ul><ul><li>Advertising </li></ul><ul><li>Mobile </li></ul><ul><li>Cloud </li></ul>Comprehensive Privacy Solutions for:
    13. 15. Research: Consumer Attitudes on Online Behavioral Advertising and Privacy <ul><li>Objectives </li></ul><ul><ul><ul><li>What do consumers actually know about online behavioral advertising? </li></ul></ul></ul><ul><ul><ul><li>How do consumers feel about this practice? </li></ul></ul></ul><ul><ul><ul><li>How does the icon impact perceptions of online behavioral advertising? </li></ul></ul></ul><ul><ul><ul><li>Trend to 2008 and 2009 data </li></ul></ul></ul><ul><li>Methodology </li></ul><ul><li>1,004 total interviews were conducted among Harris Interactive’s online consumer panel </li></ul><ul><li>Respondents were qualified as: </li></ul><ul><ul><li>US residents </li></ul></ul><ul><ul><li>Age 18 and over </li></ul></ul><ul><ul><li>Not employed in advertising, marketing research, PR </li></ul></ul><ul><li>Weighted to match the US adult population of computer users. </li></ul><ul><li>Interviews were conducted </li></ul><ul><li>May 26 – June 2, 2011 </li></ul><ul><li>Via self-administered online survey </li></ul>
    14. 16. Privacy Is Important To 94% Of Consumers BASE: 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?
    15. 17. Consumers Think Multiple Parties Are Responsible For Protecting Privacy Individuals themselves Social networks (e.g. Facebook, Twitter) Website owners and publishers (e.g., CNN.com, NYTimes.com, etc.) 31% Search Engines (e.g. Yahoo, Bing, Google) Online advertisers Internet Service Providers (ISPs) (e.g. Comcast, ATT) Manufacturers of browsers and other online software (e.g. Internet Explorer, Safari, Firefox, Chrome) Online advertising networks Government through legislation or regulation Independent privacy certification organizations/self regulatory organizations Wholly Responsible A Lot Responsible Responsibility of Different Groups in Protecting an Individuals Privacy BASE: Total Qualified Respondents (n=1004) Q836 When thinking about protecting an individual's online privacy, how responsible should each of the following groups be? 45% 36% 34% 44% 33% 44% 31% 40% 31% 36% 30% 40% 29% 40% 28% 31% 27% 38% 39% 31%
    16. 18. Yet, At The End Of The Day, They Trust Themselves The Most BASE: Total Qualified Respondents (n=1004) Q840 Which one would you most trust to protect your privacy?
    17. 19. Few Would Willingly Share Indentifying or Sensitive Information With Advertisers BASE: Total Qualified Respondents (n=1004) Q741 How likely are you to consent to share each of the following types of information with advertisers? Demographic information (not PII) Online browsing behavior Hobbies/Interests Current location Name Profession Contact information (email, phone, physical address) Health related information Financial information Definitely Would Not Consent Probably Would Not Consent Types of information consumers would not consent to sharing with advertisers 27% 15% 34% 21% 46% 20% 45% 19% 32% 19% 49% 22% 52% 18% 26% 14% 66% 14%
    18. 20. Little Interest In “Tracking Browser Behavior” For Any Purpose Except Security Likelihood to consent to tracking of online browsing behavior under specific circumstances 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? 10% 32% 4% 18% 2% 13% Definitely Would Consent Probably Would Consent
    19. 21. Most Consumers Are Aware Of OBA BASE: 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.
    20. 22. Over Half Do Not Like Behavioral Advertising Mobile OBA Favorability 1 OBA Favorability 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? BASE: Total Qualified Respondents (n=1004) Q715 How do you feel about Online Behavioral Advertising as described above? 1%
    21. 23. 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?
    22. 24. However, Favorability Increases 100% When They Are Assured PII Is Not Used BASE: 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? 11% 22% OBA Favorability If They Believe PII Is Attached OBA Favorability If Assured PII Not Attached
    23. 25. Consumers Are Favorable To Enhanced Choice – It Improves Engagement Levels BASE: 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.
    24. 26. Consumer Awareness of the Icon is 5% Awareness Source Of Awareness BASE: 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?
    25. 27. The DAA Program Enhances Consumer Favorability Toward Advertisers 43% Favorability Toward Advertisers After Being Shown DAA Notice/Choice Experience BASE: Total Qualified Respondents Q935/Q950 And, how does having this information available make you feel about the advertiser?
    26. 28. Most Consumers Are Aware Of Mobile Tracking -The Vast Majority Want The Ability To Opt-Out 1 Feelings About Advertiser Tracking 1. 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?
    27. 29. Conclusions <ul><li>Consumers care about privacy </li></ul><ul><li>Consumers trust themselves the most to protect their privacy – industry must provide them with the necessary tools </li></ul><ul><li>Education is critical to building trust – in the absence of information consumers will assume the worst </li></ul><ul><li>Consumer awareness of the DAA icon is currently low, but the notice and choice provided by the DAA program build substantial consumer trust </li></ul>
    28. 30. TRUSTed Ads A TRUSTe ad tag inserts the Advertising Option Icon. 1. The icon launches TRUSTe-served privacy notice 2. Consumers can navigate from the privacy notice to TRUSTe ’s Opt-Out Preference Manager 3.
    29. 31. TRUSTed Ads – Behind the Scenes Two Integration Points Consumer Experience Platform Tools Allstate Insurance cares about your privacy. Advertising.com delivered this personalized ad for Allstate based on your interests. Trafficking Console Compliance Reporting Operational Reporting OBA Database Ad Tag HTML Notice Presentation Icon Serving Preference Management
    30. 32. TRUSTe IE9 Tracking Protection List <ul><li>IE9 users can download Tracking Protection Lists </li></ul><ul><li>Lists can BLOCK or ALLOW tracking companies </li></ul><ul><li>ALLOWs override BLOCKs </li></ul>
    31. 33. <ul><li>For full survey results </li></ul><ul><li>please visit: </li></ul><ul><li>http://www.truste.com/ad-privacy/ </li></ul>
    32. 34. <ul><ul><ul><ul><li>Jonathan Fox </li></ul></ul></ul></ul><ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.doubleverify.com </li></ul></ul></ul></ul>
    33. 35. DoubleVerify: The Industry Leader 67% Decrease in inappropriate content 84% Decrease in international traffic <ul><ul><li>40 billion+ imps verified monthly </li></ul></ul><ul><ul><li>96% see through rate (STR) of nested iFrames </li></ul></ul><ul><ul><li>DAA-approved OBA compliance solution </li></ul></ul><ul><ul><li>Only verification vendor certified on the Big 4 (Yahoo, AOL, MSN, Google) </li></ul></ul><ul><li>Preferred partner of 6 out of 6 agency holding companies </li></ul><ul><li>Fortune 500 Clients– over 200 and counting </li></ul>
    34. 36. The Digital Advertising Environment Visibility is Limited 31% Non-Compliance
    35. 37. The Digital Advertising Environment <ul><li>Inappropriate Content </li></ul><ul><li>International Traffic </li></ul><ul><li>Not on approved site list </li></ul><ul><li>Regulatory compliance </li></ul><ul><ul><li>Hyper-frequency </li></ul></ul><ul><ul><li>Competitive Separation </li></ul></ul><ul><ul><li>Multiple Ads on Page </li></ul></ul><ul><ul><li>Above the Fold/Below the Fold </li></ul></ul><ul><ul><li>Fraudulent sites with invisible iFrames </li></ul></ul>It’s a Jungle Out There….
    36. 38. The Digital Advertising Environment <ul><li>Until now, focus has been on publication and placement: </li></ul><ul><ul><li>Viewership of publications fit demographic </li></ul></ul><ul><ul><li>Ads were being served to appropriate sites </li></ul></ul><ul><ul><li>Ads were placed on appropriate context </li></ul></ul>
    37. 39. Online Behavior Advertising (OBA) <ul><li>OBA brings greater opportunity </li></ul><ul><ul><li>Greater opportunity brings greater responsibility </li></ul></ul><ul><ul><li>OBA brings the need for OBA Compliance </li></ul></ul>
    38. 40. In-ad OBA Compliance Solution <ul><li>DoubleVerify’s solution meets all the requirements for compliance: </li></ul>DoubleVerify’s Privacy Manager provides opt out and in choices Advertising Options Icon is displayed on all ads Privacy Notice Interstitial informs users about OBA and links to privacy preference manager
    39. 41. Site OBA Compliance Solution <ul><li>Clear and Meaningful Notice </li></ul><ul><li>Easy to use mechanism for consumer choice </li></ul>
    40. 42. It is About Trust <ul><li>Getting it right is about trust </li></ul><ul><ul><li>Each interest-based ad is test of consumer and industry trust </li></ul></ul><ul><li>Breaking this trust has consequences </li></ul><ul><ul><li>On an individual user level </li></ul></ul><ul><ul><li>On an industry level </li></ul></ul>
    41. 43. While Circle Grows… So does the opportunity…
    42. 44. … And so do the tools and consumer confidence
    43. 45. <ul><ul><ul><ul><li>Thank You! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Jonathan Fox </li></ul></ul></ul></ul><ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.doubleverify.com </li></ul></ul></ul></ul>
    44. 46. <ul><li>Strategy and technology to power privacy and compliance around the world </li></ul>
    45. 47. 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 ”
    46. 48. Purpose-Built for Compliance Advertentievoorkeuren 65+ billion notices ( will update) 100+ brands 40+ networks, DSPs, etc Auto-translation into French, Dutch, German, Italian, and Spanish (to start) 4+ million downloads 300k member opt-in panel 800+ companies, 8M domains 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. 49. Two Roles in DAA Program <ul><li>Assurance Platform </li></ul><ul><ul><li>Delivers ad/site notice to consumers; helps all businesses comply with Program. All data owned and controlled by client, not Evidon or anyone else. </li></ul></ul>Compliance Services Technology Provider <ul><li>Monitoring Platform </li></ul><ul><ul><li>Delivers data to CBBB/DMA, primarily from panel, enhanced by lab and other analytics tools, to support Accountability Mechanisms. Enforcement decisions made by BBB/DMA, not Evidon. </li></ul></ul>
    48. 50. — Tracking the Trackers
    49. 51. Clarity into Data Ecosystem Protect your data Supports enforcement <ul><li>Ghostery Panel Data (300k members) </li></ul><ul><li>Privacy Database (800+ companies) </li></ul>InLight Reports 30+ trackers found, including: [x+1] 24/7 Real Media 33Across Adconion AddThis AdNexus Advertising.com …
    50. 52. Brands Have Options, And Obligations <ul><li>Use approved provider Manage yourself </li></ul><ul><li>Buy only through DAA-compliant businesses 70 networks, DSPs, publishers </li></ul><ul><li>Build your own solution </li></ul><ul><li>ADVERTISER needs to provide simple opt-out If 3 rd party OBA tags are present </li></ul>In Ads On Advertiser’s site
    51. 53. Chrysler: First US Automaker to Deploy Icon <ul><li>Strategic, proactive approach to protecting consumers </li></ul><ul><li>Ad notice, site notice, participation in Program promotion </li></ul><ul><li>Site notice </li></ul><ul><ul><li>Stay on top of collection across properties </li></ul></ul><ul><ul><li>Compliance with company policies </li></ul></ul>
    52. 54. Walmart: Navigating Complexity Effectively OBA on unaffiliated sites Robust disclosure and controls 3 rd party ads on Walmart.com … that use 1 st party data… … and 3 rd party data
    53. 55. The Icon—It’s Not Just for OBA Anymore… = Think: Nutritional label for ads

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