privacy vs. digital marketing · marketing digital marketing 101—crossing the channels 12...

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Lynsey Sayers | Legal Counsel, Adobe

Vinay Goel | Product Privacy Manager, Adobe

Privacy vs. Digital Marketing Bridging the Gap May be Easier Than You Think!

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

“Part of what confuses people in times of

upheaval is that you're getting so many

different points of view and directions and so

and so, how to do this and do that. And a lot

of it is written in a language that honestly

most people cannot understand.”

Alice Walker

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

“Peace cannot be kept by force. It can only

be achieved by understanding.”

Albert Einstein


What We'll Cover

4

Digital Marketing 101

Targeting

Retargeting

How it all Works

Privacy Considerations for Digital Marketing


Digital Marketing 101—Who am I? Who are the Parties?

5

First Party

Vendor • E.g. Data Aggregator

or Advertising Partner

001011100100101

00101010101 Audience

Data

Service

Provider • E.g. Analytics

Third-Party

Audience Data

First

Party

Third Party

0010111001001010

0101010101

Advertiser


Consume

r

Pixel

Tag

Digital Marketing 101—Ad Delivery Basics

6

www.headlines-news-website....

HTML Tag

“Include an Ad in

this location on

the Web page”

Ad Creative

Pixel Tag

Generated by the Ad Server; provides instructions to collect

information such as ad views, or the

consumer's browser, operating

system, date/time, etc. for Ad

Reporting purposes

HTML Tag

Pixel

Tag Web Server Ad Server

Ad Delivery

0010111001

001

0100101010

101

Service Provider Ad Reporting

00101110010

01

01001010101

01

00101110010

01

01001010101

01

Headlines

News Website


Digital Marketing 101—Who is Who in Online Advertising?

7

Demand-Side

Platform (DSP)

Supply-Side

Platform (SSP)

Real-Time Bidding

(RTB)

Real-Time Bidding

(RTB)

Data

Managemen

t Platform

(DMP)

Third-Party

Data Provider

Ad Network

Ad Exchange

Publisher Advertiser

Real-Time Bidding

(RTB)


AdChoices Example

9


www.geometrixx.com

Targeting and Retargeting—Examples

10

Demographic

Targeting Offer based on

demographics /

location

Behavioral

Targeting Items to consider

based on

previous

searches the

consumer

conducted Contextual

Targeting Product

suggestions related

to the items or

keywords on the

page (shorts)

Geometrixx

Customer

Relationship

Managemen

t (CRM) 0010111001

0010100101

010101

Data

Onboarding


Targeting and Retargeting—Examples

11

Consumer

Did not purchase the item

(shorts) on the Geometrixx

website

www.headlines-news-website....

Retargeting Geometrixx ad for

shorts on another

website


Multi-

Channel

Marketing

Digital Marketing 101—Crossing the Channels

12

Omni-Channel

Marketing

Geometrixx

Marketing Campaign

Website (site,

ads, and

social)

Mobile (web, apps,

ads and social)

Email

Retail

Consumer purchases item

at local store after

researching item online


Privacy Considerations for Digital Marketing

13

Notice

Choice

Self-Regulatory Guidelines

Digital Advertising Alliance (DAA)

Network Advertising Initiative (NAI)

Do Not Track (DNT)

1st Party vs 3rd Party

Cookies

Requirements for Advertising Partners / Third Parties

Protecting my data

Use of third party data

Require Partners provide notice & choice

Cross-Device / Cross-Channel Stitching


Conclusion: Speak the Same Language & Bridge the Gap

14

Almost all websites collect data—If you don’t know what you collect, find

out

Advertising ecosystem is ever-evolving: Don’t be afraid to ask what terms

mean

Significant push from marketers to connect data across devices and

channels

Resources:

Glossaries

http://www.iab.net/wiki/index.php/Category:Glossary

http://www.iab.net/media/file/GlossaryofInteractivAdvertisingTerms.pdf

http://www.liesdamnedlies.com/2008/06/online-advertis.html

http://www.networkadvertising.org/understanding-online-advertising/glossary

Self-Regulatory Frameworks

http://www.dmaresponsibility.org/Guidelines/

http://www.aboutads.info/participants

http://www.lumapartners.com/resource-center/lumascapes-2/

http://www.iab.net/guidelines/508676/tscs3

http://www.futureofprivacy.org/resources/best-practices/

http://www.lumapartners.com/resource-center/lumascapes-2/



privacy vs. digital marketing · marketing digital marketing 101—crossing the channels 12...

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