The Cookie is Crumbling: "Audience Recognition Crisis in Mobile"

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The Cookie is Crumbling: "Audience Recognition Crisis in Mobile"

  1. 1. Solving the Audience Recognition Crisis in Mobile James Lamberti, GM and VP of AdTruth Ed Chater, VP of Media Operations Somo Ltd.
  2. 2. Audience Recognition Crisis Today, Marketers are blind to 40% of their audience. For the remaining 60%, cookies last only 4 days on average. Firefox is evaluating blocking (30% of desktop traffic globally) 3rd party cookies. Apple’s Safari does not support 3rd party cookies. On mobile phones and tablets, (50% of today’s Internet traffic) cookies don’t work. Sources: comScore, Business Insider State of the Industry Report March 2013, AdTruth Research and Analysis 2
  3. 3. Privacy Concerns are GrowingCncerns are Growing 72% of Smartphone users are more concerned about their privacy on smartphones than one year ago Source: TRUSTe Privacy Index 2013 Consumer Confidence Edition 3
  4. 4. There is a Path Forward 4
  5. 5. How Device Recognition Technology Works Anonymous Data Points are Gathered Recipe Engine Client Side Collector Server Side Library DeviceInsight ID 40 character SHA1 hash ID 6881A07F9903AACE1B5BA88162673FDC1DB0DA4E OBA OPT-OUTS DNT:0, DNT:1 5
  6. 6. The Right Approach: Privacy by Design No Personally Identifiable Information (PII) NO Tags Data Secure Client Controlled NO Data NO Residue Probabilistic Anonymous Identifier Privacy by Design On-Premise Solution 6
  7. 7. Probe Carefully! Recognition vs. Fingerprinting Device Recognition NOT “Device Fingerprinting” – Flexible Design – Limited Access and Collection – Non-Invasive, Passive Observation – Recognize, NOT Permanently or Uniquely Identify 7

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