Getting ePrivacy Ready Webinar featuring Forrester

Getting ePrivacy ready
with Tag Management
Webinar: March 2012

Introduction by:
Nancy Marzouk CRO TagMan

Presented by:
Anthony Mullen Senior Analyst Forrester Research
Angus Glover Wilson Chief Privacy Officer TagMan
Tweet questions to:
@tagman & cc: #privacy #dntrack if possible
Private & Confidential Copyright TagMan 2012

Why Privacy Matters to Our Clients
Third party marketing tags ultimately control cookies and tracking for all of
your marketing campaigns
Control of these tags is fundamental to compliance
Cookie Audit
TagMan gives clients
complete ‘Tag Control’
This client was unclear on
the tags served on their site


Today’s Agenda

The Issue: the Legal Imperative
Mindset Change is Needed
Top tips to get ePrivacy Ready
Why Tag Management is Part of the Solution
Q&A

#privacy #dntrack

The Issue: the Legal Imperative
Mindset Change is Needed
Top tips to get ePrivacy Ready
Presented by:
Anthony Mullen Senior Analyst Forrester Research

#privacy #dntrack

Reframing the Privacy Debate into Data
Ownership and Transparency Initiatives
Anthony Mullen, Senior Analyst

March, 2012

#tagman #forrester
2012

Too much information?


Privacy - The Legal Imperative

2012

Privacy is making headlines for the wrong reasons


Eras of the Privacy Debate

Covert
Advertising – Maturing Greater
Legislation &
no real public Public Automation &
Privacy 2.0
awareness Awareness Transparency
pre 2009 - 2012 -
2015+
2009 2011 2014

Focus of this presentation


2011 and 2012 are pivotal years for Privacy
legislation
2009 -
2011

2012 -
2014


There are two privacy changes running in the EU

May The Fast Train
2012
The EU ePrivacy Directive

2014 The Slow Train
Data Protection Directive (Revised)

The EU Privacy Directive
• Applies to

• EU website operators Esto-nia
Fin-landKing-dom
United
•• Con-sent is required prior there is no being set,
Con-sent con-sent but to cook-ies
• Express is required,is not required for the
• Companies with a website domain registered but con-sent can beopt-out be prior to the
require-ment that expressed through
use of cook-ies;con-sent is sufficient
in the EU that target EU users. • browser settings pro-vided prior to
set-ting must be
Notice of the cookie. Browser set-tings
• Pri-vacy poli-ciesobtain con-sent,details on how
may be used to should include but not in
• Only a few coun-tries have offi-cially enacted their cook-ies being set. It is unclear how
cook-ies are form where cook-ies are which
the cur-rent used, the pur-poses for
trans-po-si-tions. cookie infor-ma-tion is used, applied in whom
this require-ment will be how and to
accepted by default.
practice. issued guid-ance that the
• the data will be shared, and whethercon-sent
The ICO has
• The meaning of consent is being heavily debated • infor-ma-tion will be com-bined with means,
Pri-vacy poli-cies should include details
may be obtained through var-i-ous log-in
informationterms of ser-vice, pop-ups, and
on how cook-ies are used, the
includ-ing
• It’s a directive and must be interpreted by member • Pri-vacy pol-icy should include infor-ma-tion on
pur-poses for which cookie
header/footer language.
states. This creates a complex compliance how to man-ageis used, how and to whom
infor-ma-tion cookies
environment for organisations operating across • Pri-vacy pol-icy should be promi-nently placed
the data will be shared, and whether the
Europe and be eas-ily acces-si-ble and intel-li-gi-ble
infor-ma-tion will be com-bined with log-
to users
in information May 26
2012

The Data Protection Directive – two of many clauses

2014


What’s happening in the US?

This week the Federal Trade Commission
released their final report on consumer privacy

 The recommendations fall into three broad
categories
1. Privacy by Design
2. Simplified Choice for Businesses and Consumers
3. Greater Transparency

Consumers have differing views based
on geography and the type of data

2012

The four main types of personal data


Consumers
Concerns
about Data
Sharing varies
depending on
the type of
data


And trust levels vary depending on Geography


Trust in offline Advertising is Higher


Where are companies with this?

2012

Awareness and Ownership of the problem needs to
be improved

IT is mostly left Many marketing Regulated industries
holding the hot organisations have accrued a are moving first –
potato (cookie!) mixed bag of cookies and are others are just
unaware of what they are for beginning to move now.
or how they are using the
data.

What tools are customers using to block
advertising?

2012

There is already a broad set of tools to enable users
to protect their privacy


…but some of the Advertising Industry tools leave a lot to
be desired.


Tools are also popping up on smartphones too


What to do about it - ONSITE

2012

There is a business imperative to unlock consumer
data Legilsation focus

• EU Privacy Directive

• Data Protection Directive


Re-engineer Privacy and T&C’s with the Customer
Experience team

poor policies make a difference to trust and conversion


In 2012 it’s essential to do a Cookie and Tag Audit
MUST DO

1. Audit all cookies and tags on site.

2. Categorise cookies and tags

3. Look at what role each tag/cookie is playing

4. Work out how you will communicate to users

5. Fulfill 27 member state requirements for consent

6. Document everything you are doing to build your case

7. Listening to the press and consumers for crisis avoidance

GOOD TO START

1. Aggregate the data you have about a customer into one user interface

2. Push for logged-in approaches to overcome cookie limitations


Testing, Navigation & Performance of the redesigned
Privacy dialogue and Cookie Use

 Undertake A/B comparisons of your
revised On Site approach
 Be clear and controlled in your
addition of new Marketing services
 Performance


Design for Privacy and Transparency

Don’t use popups as band-aids
Display complex implications graphically

Use progressive disclosure
Educate

Three different approaches to obtaining cookie acceptance

33 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: BBC News, Debenhams, eBay

Countering the Dropoff

 Work on SEO
 Consider use of analytics for dynamic navigation
 Link building
 Content Marketing
 Make a compelling case for logged in approaches


What to do about it - offsite

2012

Start speaking with your Ad Network about more
than ROI and CTR

 Check their membership of bodies (DAA/NAI/eTrust)
 Ask how they differentiate from competitors with privacy?
 Do they provide click through information to privacy and opt out
embedded on ads?
 Do they merge PII and non PII for online behavioural targeting?
 Consider what ad network sourced ads you are happy to run on
your property.


eBay explain why they believe targeted ads benefit
users


Yahoo! provide users with details about the ads
they’re seeing


Facebook and Twitter Apps – some Privacy highlights

 You will not directly or indirectly transfer any data • Clearly disclose when you are adding location
you receive from us with any ad network, ad information to a user's Tweets, whether as a
exchange, data broker, or other advertising or geotag or annotations data.
monetization related toolset, even if a user consents
to such transfer or use • Don't edit or revise user-generated content
delivered through the API (except due to technical
 A user's friends' data/list can only be used in the limitations)
context of the user's experience on your application.
• Should not use business names and/or logos in a
 Ad creative may not contain user data received or manner that can mislead, confuse, or deceive
derived from Facebook, even if a user consents to users.
such use.
• Don’t add hashtags, annotations data, or other
 Ad text may not assert or imply, directly or indirectly, content to a user's Tweet.
within the ad content or by targeting, a user's
personal characteristics within the following • Your advertisements cannot resemble or
categories: reasonably be confused by users as a Tweet (no
use of ReTweet, Favorite, and Reply.)


Marketers and Product Owners
must spearhead the maturity of online
dialogue.


Thank you

Anthony Mullen
+44 (0) 20 7323 7733
amullen@forrester.com
www.forrester.com

@ant_mull

© 2009 Forrester Research, Inc. Reproduction Prohibited

Why Tag Management is
Part of the Solution
Presented by:
Angus Glover Wilson Chief Privacy Officer TagMan

#privacy #dntrack

Tag Management & ePrivacy

Control of your tags is
crucial to comply with
privacy laws, guidelines
and regulations worldwide

#privacy #dntrack

4 Key Areas TagMan supports

Tag/Cookie Audit
Opt-out and Do-Not-Track
Complete Tag Control
Expertise and Relationships

#privacy #dntrack

Tag/Cookie Audit
Involve the right teams – legal, tech, business
Understand what tags you’re running and why
Know what cookies they drop, how they work, what
data they capture, what happens to that data, and why
Decide how ‘intrusive’ each is
Be prepared to act – understand the technical, business
and privacy impact of removing any of the tags

#privacy #dntrack

Opt-out and Do-Not-Track

Various options to embed the
TagMan opt-out
All Do-Not-Track visitors
automatically opted out
You decide how to apply the opt-
out to your tag/cookie activities

#privacy #dntrack

Complete Tag Control
You need control over ALL cookies
Only a full suite, enterprise TMS has the
power to manage ALL tags
Only a full suite, enterprise TMS has the
workflow controls to allow for compliant
tag management

#privacy #dntrack

Expertise and Relationships
Global uncertainty prevails
Many stakeholders: gov’t, industry assocs,
tech vendors, law firms, client marketing,
client legal, client tech
TagMan is neutral, central partner

#privacy #dntrack

Q&A

Tweet questions to:

Thank you!
Connect with us:
contact@tagman.com
@TagMan / @TagManPrivacy

Forrester
@forrester / @ant_mull

Tweet questions to:

Getting ePrivacy Ready Webinar featuring Forrester

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