how privacy drives marketing - scott meyer, evidon

Conversational Marketing Summit

New York, NY June 6, 2011

Confidential | Draft for Discussion Purposes Only

2011 Evidon, Inc. All Rights Reserved.

How Privacy Drives Marketing: OBA Compliance to Build Your Brand

June 6, 2011The Conversational Marketing Summit

Can Privacy Pay?

I believe there is an opportunity for companies that address the issue head-on with customers to differentiate themselves in a manner that reinforces a position of customer-centricity and openness. Call it customer service if you will…

Mike Bloxham,Trendline Interactive

“Transparency Is The New Green”Mediapost Online Media Daily, 5/16/11

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OBA is broad, covering many strategies

What is it? • Retargeting• Remarketing• Network & Exchange Buying• DSP’s • BlueKai/Exelate• Data Collection• …

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Self-Regulatory Program for OBA to Date

Feb ’09 Principles set by FTC

July ’09 Program defined by coalition ( )

Oct ’10 Program launched by coalition, now the Digital Advertising Alliance (DAA); Better Advertising (Evidon) endorsed

Jan ’11 Enforcement begins; by

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Time to Get with the Program

What you need to do:

• License icon from DAA (aboutads.info)

• Networks, et al. – get listed on DAA opt-out page

• Get icon on every OBA ad/page

• Deliver notice and choice through icon

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Compliance status letters being sent by the CBBB and the DMA

FTC is taking action against companies now

FTC: From grumbles to threats…

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“Industry needs to do a better job of meaningful, rigorous self-regulation… Put simply, this could be the last clear chance to show that self-regulation can – and will – effectively protect consumers’ privacy in a dynamic online marketplace.”- Jon Lebowitz, FTC Chairman

FTC: …to nailing companies, big and small

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Both companies now have a 20-year reporting requirement to the FTC

Policing ourselves: The Digital Advertising Alliance

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=

What it means:

OBA Compliant Trust Mark Build Brand

Best-Practices Ad Notice

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STEP 2STEP 1

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…the following companies helped target this ad to you...…the following companies helped target this ad to you...

All vendors contributing targeting to ad

Easy opt-out from each; reporting proves that the request has been sent

Rich detail on each vendor available

Consumer profile management via ODP

Global opt-out to hundreds of vendors

STEP 3

Best-Practices Ad Notice

Click here to opt out of more companiesClick here to opt out of more companies

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Open Data Partnership (ODP)—fine tune targeting profiles

Best-Practices Ad Notice

…the following companies helped target this ad to you...…the following companies helped target this ad to you...

Click here to opt out of more companiesClick here to opt out of more companies

Best-Practices Website Notice

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Easy opt-out from each; reporting proves that the request has been sent

Rich detail on each collector available

You Have Options, And Obligations

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1. Use approved providerManage yourself

2. Buy only through DAA-compliant businesses70 networks, DSPs, publishers

3. Build your own solution

1. ADVERTISER needs to provide simple opt-outIf 3rd party OBA tags are present

In Ads On Advertiser’s site

People Prefer Transparent Brands

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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

Opt-out rates average 0.0001%

Source: Better Advertising study with Millward Brown’s 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.

Thank You.

Scott MeyerCEOscott@evidon.com