how privacy drives marketing - scott meyer, evidon
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Conversational Marketing Summit
New York, NY June 6, 2011
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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
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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
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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
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FTC: …to nailing companies, big and small
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Both companies now have a 20-year reporting requirement to the FTC
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Policing ourselves: The Digital Advertising Alliance
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=
What it means:
OBA Compliant Trust Mark Build Brand
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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
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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
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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
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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.