Agenda21 eu cookie seminar - dominic trigg - rocket fuel
1. Rocket Science for Digital Advertising
Our concern for Privacy
Dominic Trigg
2. Outline
Building on the Information of my distinguished colleagues
Rocket Fuel and why privacy is important
Privacy Landscape of Behavioral Networks
– Rocket Fuel’s Perspective
UK Cookie Law
International Privacy Insights
Our Approach to this
3. Rocket Fuel, Inc.
Rocket Science for digital advertising
Technology company driving outstanding results for digital marketers
» Founded: 2008
» People: 167
» Offices: 11
» Data centers: 5 (US, Europe, Asia)
» Customers: 709
» Campaigns: 1,849
» Revenues: $44.5M in 2011
» Growth: > 2.7x revenue growth every year
4. Exchanges now allow reach of billions of consumers
So Privacy has become a worldwide issue for us
83%
54%
97%
64%
33%
92%
5. We buy audience via a huge numbers of networks and sites
So Privacy concern translates into a Europe wide issue for us
Global Exchange
Partner Sample Ad
Exchange
6. Data providers come in all shapes and sizes in Europe
Using Data Providers that are trustworthy is absolute necessity
Market Example Data Provider
United Kingdom
Germany
The Netherlands
France
9. Behavioural Networks are right in the middle of it
Therefore, we believe
Consumers want better targeted advertising
Data is necessary to better target ads
Better targeted ads improve conversion and benefit businesses
Increased message relevancy, driven by advanced data usage and
capture, improves the overall consumer experience.
Consumer privacy is important and has to be respected but content needs to be
paid for.
Transparency is essential
10. Privacy Principles
Building blocks to identify actionable strategies
Consumer
Education Transparency
Control
Material
Data Security Sensitive Data
Changes
Accountability
11. Offering Consumers a Choice
Education
Educate consumers and
businesses about OBA and
Privacy
Explain user data collection and
describe how consumer choice
and control may be exercised
Offer consumers a simple way to
control what information is
shared
12. Informing Consumers about what happens and give them control
Transparency and Consumer Control
Enhanced notice link
Companies should give clear, meaningful and prominent notice on their data collection,
sharing, and use practices
First and third party responsibilities
Consumers choice whether their data is collected, used and transferred
Ability given to users on website or within ad unit
13. Most importantly are Trust in proper Stewardship of Data
Data Security
Implement reasonable safeguards to protect data that is collected
Retain data only as long as necessary to fulfill a legitimate business need
“Anonymise” any personally identifiable information
Rocket Fuel’s data retention policy
keeps consumer data for 30 months
14. Other Important but less defined Principles
Material Changes, Sensitive Data and Accountability
Material Changes Opt-In for Sensitive Data
• Children, especially young children
• Recognize that privacy concerns are
real and create new responsibilities for • Collection of financial account
every digital player’s handling of data information, prescriptions, or medical
records
Accountability
• Develop and implement policies and
programs to adhere to the principles
• Involves systematic or random monitoring
of programs for compliance
18. Cookie Directive
Breaking down the UK Cookie Law
»Deadline: May 2012
»Disclose collection and use of data
»Opt out option for behavioral advertising.
»ICO made suggestions for third party cookie providers
19. Make efforts to take Confusion Out Of Cookie Directive
What is Rocket Fuel doing?
» We now serve every behaviorally targeted ad with the Ad Choices icon
21. A European DAA
• The “Your Choices” Program
• Provides transparency about OBA data collection
and usage across the EU organized by the IAB UK.
• It is based on a framework published by European
Advertising Standard Associations (EASE) and
supported by the European IAB.
• Implemented in 22 European countries, including
Western Europe & The Baltics
• Rocket Fuel is a registered member of the Your
Choices program and is compliant with data
transparency and collection rules
22. European Union Privacy Directive Background
European Union E-Privacy Directive 2002/58/EC
• Passed July 2002, amended December 2009
• Requires user consent to be obtained for information stored or
accessed on user’s terminal equipment
• Prior to obtaining consent, users must be provided with clear
information about the purpose of the storage or access
• Member states initially given implementation deadline of May 2011
• European Commission recently updated implementation deadline to
June 2012
EU Privacy Directive Requirements
• Requires user consent, suggests users must Opt In to cookie storage
• Applies directly to first parties (publishers), suggests some
responsibility for third parties
•Doesn’t apply to “strictly necessary'” cookies ( Ecommerce , enhanced
experience)
23. EU Member States That Have Acted
Member Legislative Details Opt In / Implementation Enforcement
State Status Opt Out Options
UK Cookie Law passed 1st/3rd party cookie Opt In • Site Notification Enforcement
5/25/2011, parties provider must prove • Site Header/Pop- Begins 5/26/2012
have 1 year to user consent Up
comply
Germany Legislation drafted Explicit consent Opt In • Site Notification Unknown
but is farthest from required, • Site Header/Pop-
implementation implementation Up
requirements being
debated
Netherlands Upper house of 1st/3rd party cookie Opt In • Site Notification 7/1/2012 if
Dutch Senate yet to provider must prove • Site Header/Pop- ratified
ratify user consent Up
Denmark Awaiting Consent via browser Opt In • No Action Taken Unknown
implementation of settings
draft bills
Finland Finnish parliament Consent via browser Opt In • No Action Taken N/A
implemented in settings
2011
25. Conservative and Responsible on Behalf of Our Advertisers
Rocket Fuel applies the following to every campaign
We are careful and conscious of how we transfer data
across borders
We ensure that direct publishers and exchanges we obtain
inventory from are 100% compliant
We provide all users with a second opportunity to opt out
when third party cookies are being served
We work with the third party OBA vendor Evidon to ensure
OBA icon is serving correctly, in line with all regulations
We maintain the ability to work with any third
party ePrivacy vendor that any client requires
26. Interpretations of Business Consequences
Rocket Fuel’s estimate of impact based on strategy chosen
The E-Privacy Directive is ambiguous on how and when user consent is to be
collected. Possible interpretations include:
Option Opt In/Opt Out? Technology Cookie Loss
No Action Taken Opt Out Web Browser 0%
Ad/Your Choices Opt Out NAI/DAA/Evidon/Ro 2%
Notification cket Fuel
Website Opt Out Site Message 10%
Notification
Site Header/Pop- Opt In Accordion 50%
Up Header/Pop-Up
Editor's Notes
Origin of Numbers: HR Department Headcount (monthly update by office), Customers and Campaigns since beginning of January 2010 according to the business operations department
Far too many companies that collect and use consumers' personal information have not dealt in a fair and above board fashion with consumers about the types of personal information they are collecting, how they are using that data, and who they are sharing that data with;Most consumers are powerless to control, in any meaningful way, how and to which parties their personal information and data should flow; andThere were far too many instances in which the flow of that data defied consumers' reasonable expectations about how that data might be used and shared.Lack of transparency.All of this has snow balled.
30 days or Months?
FTC has been the nation’s chief privacy policy and enforcement agency for the past 40 yearsDepartment of Commerce has also been involved in setting policyCongress has the real authority to make changesFTC involved since 1995, actually 1970s.Stave off regulation in a fast moving space. Hasn’t proven to be effective.Now house & senate also getting involved
The Cookie Law was enacted in the UK in May of 2011, based on the European Union Data Protection Directive. The UK Law applies to how websites use cookies to store information on an individual’s computer or mobile device. Websites will now feature helpful information about the collection and use of data, as well as information about how an individual can decline behavioral advertising.The ICO suggests that third party cookie providers such as Rocket Fuel and the advertisers we work with, should partner with first party providers to offer users information and choice regarding the way their personal information is collected.
Rocket Fuel partners with direct publishers and exchanges that are compliant with the law Every behaviorally targeted ad Rocket Fuel serves includes the OBA Ad Choices icon. This icon provides individuals with an additional opportunity to opt out of cookie collectionRocket Fuel works with third party compliance companies such as Evidon, TRUSTe and DoubleVerify to ensure that the Ad Choices icon is served correctly, with every ad, and in line with all regulationsRocket Fuel supports the industry’s self regulatory “Your Online Choices Program”, which provides a central location for individuals to learn more about online behavioural advertising and online privacy.