MMA Forum D2 Track 04 - Privacidade

© AdTruth. All Rights Reserved. CONFIDENTIAL.
Digital Advertising & Privacy
in a Cookie Plus World
MMA Forum Brasil
James Lamberti
Global VP & GM, AdTruth
September 2014

© AdTruth. All Rights Reserved. CONFIDENTIAL. 2
Content
The problem we share
The path forward
Case studies - what the near future looks like
Managing privacy
Practical advice for brands
Our discussion today

The cookie no longer works everywhere, leaving audience blind spots
across both desktop and mobile devices!

Sources: StatCounter Global Stats, NetMarketShare, AdTruth Research and Analysis
Today, marketers are blind to 40% of their audience
Global % of Internet Traffic
10%20%20%50%
70% 30%
40%
of traffic not
covered by cookies
How reliant are you on the cookie?

Defining the problem we are focused on solving
Audiences are more fragmented than ever…
audience fragmentation will only get worse!
Audiences are more fragmented than ever… and it will only get worse!

Digital audiences are more fragmented than ever
By 2017, the world will
have 9 billion connected
devices, and 2 billion
connected consumers
That’s over 4
devices per person

The identification of audiences is also fragmented
NoID
Cookie
IDFA
Login/
handle

Source: TRUSTe Consumer Privacy Index 2014
Consumer privacy is a critical global issue
74% of internet users are more worried about
online privacy today than they were one year ago

Identification of audiences and access to your audience is
increasingly controlled by a few global organizations

Targeting Audience Build
Integrating DataMeasuring ROI
Digital ID resolution is vital for every use case

This is a silly argument
Mobile ad spend
trailing time spent
on mobile
12% vs. 3%

There is a path forward

Recognizes any
type of
Internet-connected
device, anywhere,
all the time
Where we are blind, we must see

ID
iOS
Android
Desktop

App
Web
App
Web

Cookie
ID

IDFA

Android
ID

AdTruth
ID

Device recognition provides this visibility

We need to be able to work together

Same device ! same ID for everyone
Marketer
Agency
Publisher
8971B07F9904CCAF1B6BF98173643TCD1DC1SB5F



Consumer
Device
DSP
DMP Exchange

How it works
Anonymous Data
Points are Gathered
from the Device
Recipe Engine runs
algorithms on the
data points
Anonymous
DeviceInsight ID
created
Example DeviceInsight ID
6881A07F9903AACE1B5BA88162673FDC1DB0DA4E

Device recognition is a statistic, and NOT 100% accurate
•  Think of it as playing 20 questions with the device to identify the device
•  No tags, flash objects or cookies are placed on the device
•  AdTruth interacts with the device to gather 100+ anonymous data points
•  No PII is collected in the process
Are you running Flash?
What  
Time 
is it?"
Type of Browser?"
Type of Device?"
Type of OS?"Time "
Zone?"
What is your Language?

Device Recognition
IDs
Cookies
Digital ID Resolution Technology
Device IDs 1st Party IDs
Digital ID resolution is a complex technical problem
TargetingMeasure ROI Build AudienceData
Integration
1.  Device
recogni:on
ﬁlls
in
the
blind
spots,
but
are
not
100%
accurate

2.  Full
digital
ID
resolu:on
technology
manages
fragmenta:on

3.  We
have
the
underlying
technology
needed
to
compete

Solution Description Where we need help
Targeting Helps increase reach to targetable audiences across all
digital touch points with greater confidence and
persistency for improved campaign performance
•  Targeting where cookies don’t work
•  Targeting across mobile app and web
•  Cross-screen targeting
Attribution Helps better track the performance of marketing
programs, holistically across all digital touch points, for a
more meaningful, accurate measurement of spend
•  Conversion tracking from mobile app to web
•  Increased attribution windows
•  View through attribution
•  Cross device attribution
Audience helps better define and extend targetable audiences
across all digital touch-points to maximize yield
•  Tracking and segmentation in mobile web
•  Tracking and segmentation across multiple
devices/domains
•  Increase user lifetime
Data Management Helps better capture and rationalize audience data
across all digital touch-points to maximize the impact of
audience insights
•  Connect data across multiple devices /
environments
•  Increase profile lifetime
•  Seamless data distribution not reliant on cookie
sync
Getting more specific…

US case study:
Premium clothing retailer

Challenge
•  30% of eCommerce sales are now on mobile tablets
•  Limited ability to target consumers on mobile devices
Solution
•  Deploy AdTruth’s device recognition technology
•  Expand targetable audience at scale on tablets and smart phones
•  Protected their brand via privacy best practices
Case study – premium clothing retailer

Case study results: Targeted ad impressions
834,423

1,245,530
Before

AHer

Results
49% increase
in targeted
impressions
delivered entirely
on mobile tablets

Case study results: Ad impression level CTR
.08
CTR

.11
CTR
Before

AHer

Results
32% higher
click through rates

Case study results: Revenue increase per week
$62,118

$71,596

Before

AHer

Results
15% increase
in revenue

Case study results: Conversion rates
.12%

.07%

Before

AHer
Results
Conversion Rates
were lower, but
the ROI was
still huge!

Premium clothing retailer: Case study summary
•  32%
more
recognized
consumersExtended Reach
•  49%
more
targetable
impressionsRicher Targeting
•  15%
increase
in
sales
Campaign Optimization
•  Data
ownership
and
brand
protec:onPrivacy & Control

Japanese case study:
Premium publisher

In Japan, like the US, reach increased…
100

130
Before

AHer

Reach Results
30% increase
In targeted impressions

While reach increase, the CPA was higher for advertisers
150

200

Before

AHer
CPA Results
1st Party cookies are more
accurate than Device
Recognition IDs, so cost
per acquisition was
impacted

•  Why? The publishers was able to better target the advertiser’s audience
•  Device recognition was an additional layer that expanded the audience
The result: eCPM increased by 30%
Run
of
Site
50%

$.50
R
(BR)
AdTruth
Targeted
40%

$1.00
R
(BR)
1st
Party
Cookies

10%

$2.00
R
(BR)

Managing privacy

Data Leakage
Data Collection
Disclosure
Transparency
Notice
Data Retention
De-Identification
Governments are less important than consumers
Choice
Right to be Forgotten
Opt-Out
Self Regulation
Implied vs. Explicit Consent
Opt-In
OBA Compliance
1st vs. 3rd Party
Do Not Target
Collection vs. Transmission of Data
Do Not Track
Privacy Policy
Brands should not risk their reputation
with consumers anywhere in the world.

Privacy by design - 5 key concepts
No Sensitive
Data or PII
without
permission
(PII)
Data
Protected
Brand
Controlled
NO Tags
NO Data
NO Residue
Nothing Stored
on the Device
Keep the
Consumer
Anonymous
Protect Them
Without Being
Asked
Be
Transparent
Provide the
Choice

Device recognition done right is privacy by design
Name

Cookies

Age

Mac
ID

Gender

History
Sniﬃng

Browsing
Behavior

Geo
LocaQon

HTML
DOM
5

Flash
Cookies

UDID

User
Mapping

Pasteboard

LSO’s

Cache

eTags

Purchase
History
Email

Zombie
Cookies

Windows
ID

Hardware
ID

Phone
Number

Device recognition is NOT device fingerprinting
•  No Personally Identifiable Information (PII) or other Sensitive Data is
Collected, Stored or Used
•  No Permanent Identification
•  No Tracking Mechanisms Left on the Device
•  No Risk of Data Leakage
•  No Information Sent to 3rd Parties

On-Premise and private cloud deployment
•  Digital ID resolution technology must be deployed within the clients technical
environment
Data ownership and protection is vital
•  No 3rd party calls and all data resides in clients repository
Complete Transparency
•  Right to be forgotten
•  Proactive data purging
•  Providing and respecting choice are all vital
Data protection and brand control is vital


AdTruth
IDs

3rd
Party
Cookies
Hardware
IDs

Other
Device
Data

Brands can and should resolve Digital IDs
Brands
permissioned
by
consumers
can
now
control
their
data
and
audience

Brand
Assets

Log-‐In
IDs

eMail
IDs

Transac:ons

1st
Party
Cookies

Etc.

Be transparent and listen
For example, AdTruth is committed to help clients listen and respect
consumer choice mechanisms through 4 technical and operational
principles:
1.  Enabling consumer choice
2.  Contractually obligate compliance
3.  Encourage independent, on-going audit by a 3rd Party
4.  Maintain and promote the privacy by design principles

Self regulation is vital, get involved
•  Members of the Global W3C Tracking
Protection Working Group (DNT)
•  Members of the Mobile Marketing
Association, active participants in the
Privacy & Advocacy Committee
•  Associate Members of the IAB, active in the
Future of Cookies, Privacy, Tracking and
Policy Committees
•  Members of the DAA, active in both the
Mobile and Policy Committees

Practical advice for brands

© AdTruth STRICTLY CONFIDENTIAL. All trademarks, trade names, service marks and logos referenced herein belong to their respective companies.
43
Practical advice
•  Start solving the digital ID problem now
•  How are your partners handling this issue?
•  Ask to see the data! Make them prove to you they have it handled.
•  Take advantage of your permissioned relationships with consumers
•  Not all device recognition technology is created equal
•  Is your tech provider privacy by design?
•  Do they leave residue on the device?
•  Do they use sensitive data?
•  Focus on the business value, not just the statistics
•  Get involved and self regulate in the area of privacy

Thank you! Any questions?
James Lamberti
GM & VP AdTruth
www.adtruth.com
j.lamberti@adtruth.com
+1 408-660-2164 phone
355 Santana Row
Suite 2000
San Jose, CA 95128

MMA Forum D2 Track 04 - Privacidade

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