Notes Version: The New Face of Online Advertising OBA & Compliance
1. 9/30/2011
The New Face of Online
Advertising
OBA & Compliance
Presented by:
Linda Woolley - DMA
Sal Tripi – Publishers Clearing House
Fran Maier – Truste
Jonathan Fox - Double Verify
Scott Meyer - Evidon
•
Regulatory Update
Linda Woolley
EVP Washington Operations
Direct Marketing Association - DMA
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Sal Tripi
Sr. Director of Operations and Compliance
Publishers Clearing House
Trusted Ads
• Initial Launch – Early 2010
• Beta Client for Truste
– Consumer Feedback Positive
• Rollout Late 2010
• Consolidation into DAA Program
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Digital Advertising Alliance
Why PCH Got Involved?
Major Brand with Significant Presence Online.
Publisher Advertiser
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Aligned Principles
• Transparency - Providing notice to consumers when
they are being served OBA.
• Education - Facilitating one-click access to all relevant
information about OBA.
• Choice - Enabling consumers to opt out of this type
of behaviorally-targeted ads.
• Enforcement - Ensures consumers' preferences are
maintained and respected.
Brand Responsibility
• Partner and Network Vetting
• Auditing
• Difficult Decision
Thank You!
Sal Tripi
Sr. Director, Publishers Clearing House
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Fran Maier
President and Executive Chair
Truste
About Us
• Mission: Truth in Privacy
• #1 Privacy Management Solutions Provider
• Founded in 1997 as non-profit industry association
• Converted to for-profit in 2008 to address emerging privacy
challenges
• Over 4,000 clients
• TRUSTed Ads
Comprehensive Privacy Solutions for:
Website Mobile Cloud Advertising
Research: Consumer Attitudes on Online
Behavioral Advertising and Privacy
Objectives Methodology
• What do consumers actually 1,004 total interviews were conducted
know about online behavioral among Harris Interactive’s online
advertising? consumer panel
• How do consumers feel about Respondents were qualified as:
this practice? • US residents
• Age 18 and over
• How does the icon impact • Not employed in advertising, marketing
perceptions of online behavioral research, PR
advertising?
Weighted to match the US adult population
• Trend to 2008 and 2009 data of computer users.
Interviews were conducted
May 26 – June 2, 2011
Via self-administered online survey
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Privacy Is Important To 94% Of Consumers
BASE: Total Qualified Respondents (n=1004)
Q800 Privacy can have a different level of importance to different people. For you, personally, how important is the issue of online privacy?
Consumers Think Multiple Parties Are Responsible
For Protecting Privacy
Responsibility of Different Groups in Protecting an Individuals Privacy
Individuals themselves 45% 36%
Social networks (e.g. Facebook, Twitter) 34% 44%
Website owners and publishers
33% 44%
(e.g., CNN.com, NYTimes.com, etc.)
Search Engines (e.g. Yahoo, Bing, Google) 31% 40%
31%
Manufacturers of browsers and other online software
(e.g. Internet Explorer, Safari, Firefox, Chrome) 30% 40%
Online advertising networks 29% 40%
Internet Service Providers (ISPs) (e.g. Comcast, ATT) 31% 36%
Independent privacy certification
27% 38%
organizations/self regulatory organizations
Online advertisers 31% 39%
Wholly Responsible
Government through legislation or regulation 28% 31% 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?
Yet, At The End Of The Day, They Trust
Themselves The Most
BASE: Total Qualified Respondents (n=1004)
Q840 Which one would you most trust to protect your privacy?
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Few Would Willingly Share Indentifying or
Sensitive Information With Advertisers
Types of information consumers would not consent to sharing with advertisers
Financial information 66% 14%
Contact information (email, phone, physical address) 49% 22%
Health related information 52% 18%
Current location 46% 20%
Name 45% 19%
Online browsing behavior 34% 21%
Profession 32% 19%
Demographic information (not PII) 27% 15%
Definitely Would Not Consent
Hobbies/Interests 26% 14% Probably Would Not Consent
BASE: Total Qualified Respondents (n=1004)
Q741 How likely are you to consent to share each of the following types of information with advertisers?
Little Interest In “Tracking Browser Behavior” For
Any Purpose Except Security
Likelihood to consent to tracking of online browsing behavior under specific circumstances
10% 32%
4% 18%
Definitely Would Consent
2% 13% Probably Would Consent
BASE: Total Qualified Respondents (n=1004)
Q731 For each of the following situations below, please indicate how likely you would be to consent to tracking of your online browsing behavior?
Most Consumers Are Aware Of OBA
BASE: Total Qualified Respondents (n=1004)
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 Behavioral Advertising.
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Over Half Do Not Like Behavioral Advertising
OBA Favorability Mobile OBA Favorability1
1%
22% Do Not Like It
Neutral
74% Like It
BASE: Total Qualified Respondents (n=1004)
Q715 How do you feel about Online Behavioral Advertising as described above?
1. Source: “Mobile Privacy: A User’s Perspective”, TRUSTe & Harris Interactive. Spring 2011.
BASE: Total Qualified Smartphone Users (n=1000)
Q1045 How do you feel about being tracked by advertisers on your mobile phone?
52% Believe That OBA Uses Personally
Identifiable Information (PII)
BASE: Total Qualified Respondents (n=1004)
Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
However, Favorability Increases 100% When They
Are Assured PII Is Not Used
22%
11%
OBA Favorability If They OBA Favorability If
Believe PII Is Attached Assured PII Not Attached
BASE: Total Qualified Respondents (n=522)
Q715 How do you feel about Online Behavioral Advertising as described above?
Q725 If the browsing information advertisers track with Online Behavioral Advertising was not linked to your personal information (such as your name or email address, etc.),
then how would you feel about Online Behavioral Advertising?
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Consumers Are Favorable To Enhanced Choice –
It Improves Engagement Levels
BASE: Total Qualified Respondents (n=1004)
Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.
Consumer Awareness of the Icon is 5%
Awareness Source Of Awareness
BASE: Total Qualified Respondents (n=1004)
Q910 Have you seen either of the following icons or symbols online?
BASE: Have Seen Forward I Icon (n=32)
Q915 Where did you see this icon?
The DAA Program Enhances Consumer
Favorability Toward Advertisers 43%
Favorability Toward Advertisers After Being Shown DAA Notice/Choice Experience
BASE: Total Qualified Respondents
Q935/Q950 And, how does having this information available make you feel about the advertiser?
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Most Consumers Are Aware Of Mobile Tracking
-The Vast Majority Want The Ability To Opt-Out1
Feelings About Advertiser Tracking
1. Source: “Mobile Privacy: A User’s Perspective”, TRUSTe & Harris Interactive. Spring 2011.
BASE: Total Qualified Smartphone Users (n=1000)
Q1040 Are you aware that advertisers are tracking your mobile activities and delivering ads targeted to you based on your behavior?
Q1045 How do you feel about being tracked by advertisers on your mobile phone?
Q1050 Are you interested in being able to opt in or out of targeted mobile ads?
Conclusions
1. Consumers care about privacy
2. Consumers trust themselves the most to protect their
privacy – industry must provide them with the necessary
tools
3. Education is critical to building trust – in the absence of
information consumers will assume the worst
4. Consumer awareness of the DAA icon is currently low,
but the notice and choice provided by the DAA program
build substantial consumer trust
TRUSTed Ads
1. A TRUSTe ad tag
2. The icon launches
3. Consumers can navigate
inserts the Advertising TRUSTe-served from the privacy notice to
Option Icon. privacy notice TRUSTe’s Opt-Out
Preference Manager
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TRUSTed Ads – Behind the Scenes
Two
Integration
Points
Ad Tag HTML
Icon Notice Preference
Serving Presentation Management
Allstate Insurance cares about your
privacy. Advertising.com delivered this
Consumer
personalized ad for Allstate based on your
interests.
Experience
Trafficking Operational Compliance OBA
Console Reporting Reporting Database
Platform
Tools
TRUSTe IE9 Tracking Protection List
• IE9 users can download
Tracking Protection Lists
• Lists can BLOCK or ALLOW
tracking companies
• ALLOWs override BLOCKs
For full survey results
please visit:
http://www.truste.com/ad-privacy/
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Jonathan Fox
jonathan.fox@doubleverify.com
www.doubleverify.com
DoubleVerify: The Industry Leader
40 billion+ imps verified monthly
96% see through rate (STR) of nested
iFrames 67%
Decrease in
DAA-approved OBA compliance inappropriate
solution content
Only verification vendor certified on
the Big 4 (Yahoo, AOL, MSN, Google)
Preferred partner of 6 out of 6 agency
holding companies
84%
Decrease in
international
Fortune 500 Clients– over 200 and traffic
counting
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The Digital Advertising Environment
Visibility is Limited
31%
Non-Compliance
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The Digital Advertising Environment
It’s a Jungle Out There….
• Inappropriate Content
• International Traffic
• Not on approved site list
• Regulatory compliance
• Hyper-frequency
• Competitive Separation
• Multiple Ads on Page
• Above the Fold/Below the Fold
• Fraudulent sites with invisible iFrames
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The Digital Advertising Environment
• Until now, focus has been on publication
and placement:
– Viewership of publications fit demographic
– Ads were being served to appropriate sites
– Ads were placed on appropriate context
Online Behavior Advertising
(OBA)
• OBA brings greater
opportunity
– Greater opportunity brings
greater responsibility
– OBA brings the need for OBA
Compliance
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In-ad OBA Compliance Solution
• DoubleVerify’s solution meets all the
requirements for compliance:
Advertising Privacy Notice DoubleVerify’s
Options Icon is Interstitial informs Privacy Manager
displayed on all users about OBA and provides opt out
ads links to privacy and in choices
preference manager
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Site OBA Compliance Solution
Clear and Meaningful Notice
Easy to use mechanism for consumer choice
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It is About Trust
• Getting it right is about trust
– Each interest-based ad is test of
consumer and industry trust
• Breaking this trust has
consequences
– On an individual user level
– On an industry level
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While Circle Grows…
OBA
Compliance
Inappropriate
Fraud
Content
Competitive Ad
Separation Placement
Geo-
Targeting
So does the opportunity…
…And so do the tools and
consumer confidence
Thank You!
Jonathan Fox
jonathan.fox@doubleverify.com
www.doubleverify.com
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Strategy and technology to
power privacy and compliance around the world
2011 Evidon, Inc. All Rights Reserved.
Purpose-Built for Compliance
Self-Regulatory Regulatory Contractual
Advertentievoorkeuren
Deze advertentie werd voor u geselecteerd door Canon op basis
van uw eerdere zoekopdrachten en surfgedrag.
Canon werkt samen met internetbedrijven om u advertenties te tonen die zo goed
mogelijk aansluiten bij uw interesses, bepaald op basis van uw recente surfgedrag.
Voor meer informatie klikt u op de link “Meer informatie & privacy-opties”
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Purpose-Built for Compliance
65+ billion notices (will update)
100+ brands
4+ million downloads
40+ networks, DSPs, etc
300k member opt-in panel
800+ companies, 8M domains
Auto-translation into French,
Dutch, German, Italian,
and Spanish (to start)
Advertentievoorkeuren
Deze advertentie werd voor u geselecteerd door Canon op basis
van uw eerdere zoekopdrachten en surfgedrag.
Canon werkt samen met internetbedrijven om u advertenties te tonen die zo goed
mogelijk aansluiten bij uw interesses, bepaald op basis van uw recente surfgedrag.
Voor meer informatie klikt u op de link “Meer informatie & privacy-opties”
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Two Roles in DAA Program
Compliance Services Technology Provider
1. Panel 2. Lab
Data Data
3. Privacy
Database
Assurance Platform Monitoring Platform
Delivers ad/site notice to Delivers data to CBBB/DMA, primarily
consumers; helps all businesses from panel, enhanced by
comply with Program. All data lab and other analytics tools, to
owned and controlled by client, support Accountability Mechanisms.
not Evidon or anyone else. Enforcement decisions made by
BBB/DMA, not Evidon.
—
Tracking the Trackers
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Clarity into Data Ecosystem
1. Ghostery Panel Data InLight Reports
30+ trackers found,
(300k members) Protect your data including:
2. Privacy Database
[x+1]
(800+ companies)
24/7 Real Media
33Across
Adconion
AddThis
Supports AdNexus
enforcement Advertising.com
…
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Brands Have Options, And
In Ads Obligations site
On Advertiser’s
1. Use approved provider
Manage yourself
2. Buy only through
DAA-compliant businesses
70 networks, DSPs, publishers 1. ADVERTISER needs to
provide simple opt-out
3. Build your own solution If 3rd party OBA tags are present
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Chrysler: First US Automaker to
Deploy Iconproactive approach
Strategic, •
to protecting consumers
• Ad notice, site notice,
participation in Program
promotion
• Site notice
− Stay on top of collection
across properties
− Compliance with company
policies
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Walmart: Navigating Complexity
OBA on
unaffiliated
Effectively
sites
3rd party
ads on
Walmart.com
…that use
1st party data…
Robust disclosure and controls
…and 3rd party data
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