The document discusses consumer attitudes towards privacy and advertising, highlighting high awareness and concern among EU and UK consumers regarding online behavioral advertising (OBA). It reveals that while many consumers are aware of OBA, a significant portion expresses discomfort, particularly regarding the use of personally identifiable information (PII). The document also outlines the AdChoices self-regulatory program aimed at improving transparency and trust in behavioral advertising practices.

1. EU & UK Consumer Views on
Privacy
February 2013
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2. TRUSTe Overview
Global Leader in Data Privacy Management Solutions
• 15 years of privacy experience
• #1 privacy brand & trustmark
• Robust technology infrastructure
Comprehensive Solution Suite
• All online channels
• Global coverage
• Technology + Services + Certifications
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• Over 5,000 clients
• Over 90% renewal rate
• Cross industry solutions
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3. EU: High consumer awareness, concern and
business impact
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7. Consumers Believe Multiple Organizations are
Responsible for Safeguarding Their Privacy
Responsibility of Different Groups In Protecting Privacy
77
%
70
%
69
%
Data from June 2011
US OBA Study Wholly Responsible
A Lot Responsible
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? 7

8. Consumers Trust Themselves Most to Protect
Their Privacy
Who Would You Trust Most To Protect Your Privacy?
BASE: Total Qualified Respondents (n=1027)
Q840 Which one would you most trust to protect your privacy?
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9. Consumers Want to See Ads from Brands They Trust
“Somewhat or “Strongly” Agree
”
BASE: Total Qualified Respondents (n=1027)
Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.
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10. 79% are Aware of Behavioural Advertising
Awareness of Online Behavioural Advertising
BASE: Total Qualified Respondents (n=1027)
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 Behavioural Advertising.
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11. Over Half Do Not Like Behavioural Advertising
Favourability Toward OBA
BASE: Total Qualified Respondents (n=1027)
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 Behavioural Advertising.
Q715 How do you feel about Online Behavioural Advertising as described above?
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12. 42% Believe Personally Identifiable Info is Attached
Believe PII Is Attached To Tracking Activity
BASE: Total Qualified Respondents (n=1027)
Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
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13. OBA Favourability Almost Doubles when
Consumers are Assured Pii is Not Used
Favourability Toward Behavioural Advertising
BASE: Total Qualified Respondents (n=1027)
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 Behavioural Advertising.
Q715 How do you feel about Online Behavioural Advertising as described above?
Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
Q725 If the browsing information advertisers track with Online Behavioural Advertising was not linked to your personal information (such as your name or email address, etc.),
then how would you feel about Online Behavioural Advertising? (n=892)
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14. Targeted Advertising and Emerging Regulations
Targeting can improve ad performance by 2x
NAI Study showed a 2X+ increase in conversion rates for
behaviorally targeted ads vs. run of network.
But, Ad Targeting has Consumers and
Regulators Concerned
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53% of consumers do not like OBA and these concerns
have lead to proposed regulations and are limiting spending
on OBA by up to 98%2
This lead to the creation of the AdChoices
OBA self-regulatory program
The AdChoices program calls for companies to provide
consumers with notice and choice around behavioural
advertising.
1: Source: TRUSTe/Harris Survey, 2012 2: Source: Ponemon Institue Reasearch Report, April 2010 14

15. OBA Self Regulation
April 2011: “EU OBA Framework published by IAB EU and EASA”
”
June 2011: “The EDAA is incorporated”
EDAA Principles:
Notice
User choice over OBA
Data security
Sensitive segmentation
Education
Compliance and enforcement programs
Review
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16. How the AdChoices Solution Works
Advertisement Solution: In-Ad Consumer Experience
1. A simple ad tag 2. If clicked the icon 3. Consumers have option to
inserts the DAA icon launches privacy click to Preference Manager
notice inside the ad and opt out of selected
tracking networks
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17. Awareness of the AdChoices Icon Has Grown
Significantly in the Past Year in the US
Icon Awareness Among US Consumers
BASE: Total Qualified Respondents (n=1033)
Q910 Have you seen either of the following icons or symbols online? 17

18. The DAA Program Increases Acceptance of
Behavioural Advertising and Brand Favourability
BASE: Total Qualified Respondents
Q935/Q950 And, how does having this information available make you feel about the advertiser?
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19. Brand Favourability Increases to 50% with
“Powered By TRUSTe” DAA Solution
”
Impact on
Feelings Towards
the Advertiser
Harris Research, June 2011 19

20. In Ad Solution
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21. In App Solution
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22. Challenges in communicating privacy in a mobile
device
• Space constraints
• Inaccessibility
• Poor user experience
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23. TRUSTe Mobile (Go Daddy example)
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24. Mobile optimized privacy policies: Podster
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25. Building trust through certification: NFL
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26. Questions?
Danilo Labovic –
dlabovic@truste.com
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