1.
MANAGING PRIVACY & MAXIMIZING DATA IN AFFILIATE MARKETING Gary Kibel Partner Davis & Gilbert LLP 212.468.4918 [email_address] Alan Chapell JD, CIPP Chapell & Associates [email_address]

3.
<ul><ul><li>Compliance issues </li></ul></ul><ul><ul><li>Privacy Issues </li></ul></ul><ul><ul><li>Behavioral Marketing Challenges </li></ul></ul>Today’s Agenda

4.
<ul><li>Compliance </li></ul>

6.
<ul><li>Building a safe network is an investment </li></ul><ul><li>If you build it, they will come… </li></ul><ul><li>(Or at least it gives you a shot) </li></ul>

8.
<ul><li>The need for sacrifice is not limited to Networks </li></ul><ul><li>Publishers may need to take a hit too </li></ul><ul><li>And don’t forget Advertisers… </li></ul>

9.
<ul><li>Variance in structure make “one-size-fits-all” solutions difficult </li></ul>

11.
<ul><li>Identify the really bad guys early </li></ul><ul><ul><li>Whitelist or blacklist? </li></ul></ul><ul><ul><li>Authentication </li></ul></ul><ul><li>Addressing Commonalities around fraud </li></ul><ul><ul><li>10 day Commission payouts </li></ul></ul><ul><ul><li>Obfuscated traffic </li></ul></ul><ul><ul><li>Misrepresented traffic sources </li></ul></ul>Compliance Checklist

12.
<ul><li>Network employees may not act as affiliates on that same Network </li></ul><ul><li>Train employees, publishers and advertisers as a value add. </li></ul><ul><li>Hire a compliance or privacy officer. </li></ul><ul><li>Monitor the network and search for irregularities </li></ul>Building a culture of compliance

14.
<ul><li>Privacy </li></ul>

16.
<ul><li>Legal instrument vs. consumer friendly document </li></ul><ul><li>Who is collecting / using / sharing consumer information? </li></ul><ul><li>Bankruptcy / Merger clause </li></ul><ul><li>Mobile and Privacy </li></ul>Privacy Policies

17.
<ul><li>Behavioral Mkt </li></ul>

18.
<ul><li>Traditional DM rules don’t apply here. </li></ul><ul><li>If you are targeting ads online, you are doing behavioral </li></ul><ul><ul><li>Pulling offline data and using it online </li></ul></ul><ul><ul><li>IAB vs. NAI vs. FTC view </li></ul></ul><ul><ul><li>Definitions </li></ul></ul><ul><li>Don’t try to be cute with the rules... </li></ul>So you want to enter behavioral?

19.
QUESTIONS / DISCUSSION Gary Kibel Partner Davis & Gilbert LLP 212.468.4918 [email_address] Alan Chapell JD, CIPP Chapell & Associates [email_address]