3. Now is the Time “… a legislative solution will surely be needed if industry does not step up to the plate.”- FTC Chair, Jon Leibowitz

4. How We Got Here FTC publishes Self-Regulatory Principles for OBA 2009 Cross-industry coalition defines Self-Regulatory Program Report: 67% consumers feel they’ve lost control of their info 63% favor law to delete data used for OBA JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

5. How We Got Here Ponemon privacy study: $600M in lost OBA spending $39B in lost sales Digital Advertising Alliance launches; Better Advertising (now Evidon) is first endorsed Compliance reporting and enforcement begin 2010 2011 Evidon launches Open Data Partnership (ODP) JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR

7. Think “Nutritional Label for Ads and Sites”… = What it means:  OBA Compliant  Trust Mark  Build Brand

8. Empowering Consumers 76% want to see all companies involved in targeting an ad to them 57% feel more positive towards transparent brands 67% feel more positive towards brands that give them control, including opt out 36% more likely to buy from transparent brands Source: Better Advertising study with Dynamic Logic, “Consumer Interactions with In-Ad Notice,” November 3, 2010. Study surveyed 1,600 respondents who experienced Better Advertising ad notice through one of four brands representing different sectors. Icon click-rates average 0.003%; opt-out rates average 0.0001%

9. Protect Data across Your Sites Site Notice Clicking the icon reveals an overlay with information about each company collecting data on that page. Users can learn more about those companies, adjust their preferences, opt out and more. Ad Choices Powered by Evidon™

10. One Place to Manage Targeting Profiles The Open Data Partnership (ODP)

13. Lotame’s Opt-Out Manager