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Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?

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Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?

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Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?

  1. 1. Alan Chapell Chapell & Associates
  2. 2. Personally Identifiable Information (PII): A piece of data that may be used to identify, locate or contact a person. Since the early days of online media, PII has been known to cause Advertising technology companies to spontaneously combust – where control could not be regained. Fifteen years later, its time to revisit these PII merger rules
  3. 3. Personally Identifiable Data Ad Serving Data
  4. 4. Ad network model circa 2004
  5. 5. Ten years later….
  6. 6. Digital advertising model 2015 Advertiser DSP Audience / Customer / User DMP Data licensee Mobile Data licensee
  7. 7. Adtech companies in 2015: 1st party data de-emphasis on OBA Using Ad Serving data to create utility
  8. 8. IDFA Email MSFT ID Outlook ID Advertising ID G+ ID Samsung ID Email FB ID Email Address Twitter Handle Twitter ID LinkedIn ID Email address Verizon ID Telephone # Telephone # Sub-ID
  9. 9. Large Platforms: Much larger than DCLK-Abacus Merging PII with Ad Serving Data Using PII as Targeting Criteria
  10. 10. What are regulators doing / saying about PII?
  11. 11. + Unlimited reach, regardless of technology + Access to the world’s largest user base + Massive consumer audience, and growing every day UNDER ARMOUR CONNECTED FITNESS THE UNIVERSAL HUB.
  12. 12. THE RIGHT CONSUMERS. UNDERSTAND THEIR JOURNEY & JOIN THEM ON IT. THE BEGINNER: ANNIE AGE: 29 WEIGHT: 155 HEIGHT: 5’8” LOCATION: LOS ANGELES ZIP: 90243 LIVES IN: HOME OWNS OR RENTS: OWNS BMI: 32.5 (HIGH) CALORIC INTAKE PER DAY: 2,250 TARGET FAT INTAKE: 100 G/DAY TARGET CARB INTAKE: 374 G/DAY JUST LOGGED: CHICKEN SALAD HOURS OF SLEEP: 6 PER NIGHT STEPS PER DAY: 6,500 ACTIVITY: EXERCISE 4 DAYS PER WEEK DEVICES OWNED: FITBIX FLEX MOBILE DEVICE: ANDROID APP PREFERENCE: MAPMYFITNESS FAVORITE STUDIO: CYC LAST EVENT: NONE NUMBER OF MMF FOLLOWERS: 35 SHOPS AT: WHOLE FOODS, WEGMAN’S DRIVES: SUBARU OUTBACK FAVORITE ACTIVITIES: WALKING WITH FRIENDS
  13. 13. How do you connect data silos?
  14. 14. Two options for connecting data 1. Platform Controls 2. PII
  15. 15. Platform Controls?
  16. 16. The Platform Controls No Cross-Platform Attribution Limited Insights Can’t rate efficacy of media spend Platform “not advertiser” owns data
  17. 17. + Unlimited reach, regardless of technology + Access to the world’s largest user base + Massive consumer audience, and growing every day UNDER ARMOUR CONNECTED FITNESS THE UNIVERSAL HUB.
  18. 18. UNDER ARMOUR CONNECTED FITNESS THE UNIVERSAL HUB. PII Advertiser owns data Advertiser controls data use
  19. 19. Summary: PII merger rules created 15 years ago Marketplace has changed Significantly Regulators and PII Platforms are using PII PII helpful for structuring IOT data
  20. 20. Logical Conclusion: Maybe, just maybe… AdTech should consider leveraging PII

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