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Personalization vs. Privacy: The Implications for Advertising
Let’s Get Personal
Let’s Get Personal
Let’s Get Personal
Let’s Get Personal
Let’s Get Personal
Let’s Get Personal… Ads?
Let’s Get Personal… Ads?
Let’s Get Personal… Ads?
Let’s Get Personal… Ads?
Why Do People Hate Ads? <ul><li>Distracting </li></ul><ul><li>Too many  </li></ul><ul><li>Irrelevant </li></ul>
Would You Prefer This?
Or This? Kenshoo: Proprietary & Confidential Information |
Why Do People Hate Targeted Ads? <ul><li>Creepy </li></ul><ul><li>I don’t remember sharing my data </li></ul>
Cookie Cutting:  Everyone Gets a Slice! Image Source:  http://www.iab.net/media/file/data-primer-final.pdf
Throwing the Baby Out  with the Bathwater
Throwing the Baby Out  with the Bathwater
Work-Arounds:  Cookie-Free Diet
I’ve Seen The Future Image Source:  http://banbillboardblight.org/wp-content/uploads/2009/01/minority-report.png
I’ve Seen The Future Image Sources:  http://research.microsoft.com/en-us/projects/mylifebits/   http://www.clarity-centre....
I’ve Seen The Future Image Source:  http://photo.goodreads.com/books/1172284659l/160338.jpg
I’ve Seen the Future, Today Image Source:  http://www.markijlal.com/images/show-me-the-money.jpg
Why Do People Hate Targeted Ads? <ul><li>Creepy </li></ul><ul><li>I don’t remember sharing my data </li></ul><ul><li>Someo...
Ahead of its Time Image Sources:  http://research.microsoft.com/en-us/projects/mylifebits/   http://2.bp.blogspot.com/_JCF...
Ahead of its Time Image Sources:  http://research.microsoft.com/en-us/projects/mylifebits/   http://2.bp.blogspot.com/_JCF...
Get Paid to Surf 2.0
I Once Was Highly Targeted
How Do You Scale This?
I’ve Seen the Future, Today
I’ve Seen The Future, Today
Is this an Ad?
Is this an Ad?
Time to Get Siri-ous <ul><li>Digitize Everything </li></ul><ul><li>Be Well-“Liked” </li></ul><ul><li>Open Up </li></ul><ul...
Thank You!
Thank You!
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Personalization vs. Privacy: Implications for Advertising

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Presentation by Aaron Goldman, Kenshoo CMO, at MediaPost Search Insider Summit. May 6, 2011.

Published in: Business, Technology
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Personalization vs. Privacy: Implications for Advertising

  1. 1. Personalization vs. Privacy: The Implications for Advertising
  2. 2. Let’s Get Personal
  3. 3. Let’s Get Personal
  4. 4. Let’s Get Personal
  5. 5. Let’s Get Personal
  6. 6. Let’s Get Personal
  7. 7. Let’s Get Personal… Ads?
  8. 8. Let’s Get Personal… Ads?
  9. 9. Let’s Get Personal… Ads?
  10. 10. Let’s Get Personal… Ads?
  11. 11. Why Do People Hate Ads? <ul><li>Distracting </li></ul><ul><li>Too many </li></ul><ul><li>Irrelevant </li></ul>
  12. 12. Would You Prefer This?
  13. 13. Or This? Kenshoo: Proprietary & Confidential Information |
  14. 14. Why Do People Hate Targeted Ads? <ul><li>Creepy </li></ul><ul><li>I don’t remember sharing my data </li></ul>
  15. 15. Cookie Cutting: Everyone Gets a Slice! Image Source: http://www.iab.net/media/file/data-primer-final.pdf
  16. 16. Throwing the Baby Out with the Bathwater
  17. 17. Throwing the Baby Out with the Bathwater
  18. 18. Work-Arounds: Cookie-Free Diet
  19. 19. I’ve Seen The Future Image Source: http://banbillboardblight.org/wp-content/uploads/2009/01/minority-report.png
  20. 20. I’ve Seen The Future Image Sources: http://research.microsoft.com/en-us/projects/mylifebits/ http://www.clarity-centre.org/sensecam2010/
  21. 21. I’ve Seen The Future Image Source: http://photo.goodreads.com/books/1172284659l/160338.jpg
  22. 22. I’ve Seen the Future, Today Image Source: http://www.markijlal.com/images/show-me-the-money.jpg
  23. 23. Why Do People Hate Targeted Ads? <ul><li>Creepy </li></ul><ul><li>I don’t remember sharing my data </li></ul><ul><li>Someone else is profiting from my data… and it’s not me! </li></ul>
  24. 24. Ahead of its Time Image Sources: http://research.microsoft.com/en-us/projects/mylifebits/ http://2.bp.blogspot.com/_JCFBpMDUwVM/Rb4trGtN84I/AAAAAAAAAEI/qIm55O6sJf0/s400/check-alladvantage.png
  25. 25. Ahead of its Time Image Sources: http://research.microsoft.com/en-us/projects/mylifebits/ http://2.bp.blogspot.com/_JCFBpMDUwVM/Rb4trGtN84I/AAAAAAAAAEI/qIm55O6sJf0/s400/check-alladvantage.png
  26. 26. Get Paid to Surf 2.0
  27. 27. I Once Was Highly Targeted
  28. 28. How Do You Scale This?
  29. 29. I’ve Seen the Future, Today
  30. 30. I’ve Seen The Future, Today
  31. 31. Is this an Ad?
  32. 32. Is this an Ad?
  33. 33. Time to Get Siri-ous <ul><li>Digitize Everything </li></ul><ul><li>Be Well-“Liked” </li></ul><ul><li>Open Up </li></ul><ul><li>Get Hip to APIs </li></ul>
  34. 34. Thank You!
  35. 35. Thank You!

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