MMA Forum D2 Track 04 - Privacidade

© AdTruth. All Rights Reserved. CONFIDENTIAL.

Digital Advertising & Privacy in a Cookie Plus World

MMA Forum Brasil

James Lamberti Global VP & GM, AdTruth

September 2014

© AdTruth. All Rights Reserved. CONFIDENTIAL. 2

Content The problem we share

The path forward

Case studies - what the near future looks like

Managing privacy

Practical advice for brands

Our discussion today


The problem we share

The cookie no longer works everywhere, leaving audience blind spots across both desktop and mobile devices!


Sources: StatCounter Global Stats, NetMarketShare, AdTruth Research and Analysis

Today, marketers are blind to 40% of their audience

Global % of Internet Traffic

10% 20% 20% 50%

70% 30%

40% of traffic not

covered by cookies

How reliant are you on the cookie?


Defining the problem we are focused on solving

Audiences are more fragmented than ever…audience fragmentation will only get worse!


Audiences are more fragmented than ever… and it will only get worse!


Digital audiences are more fragmented than ever

By 2017, the world will have 9 billion connected

devices, and 2 billion connected consumers

That’s over 4

devices per person


The identification of audiences is also fragmented

NoID

Cookie

IDFA

Login/handle


The identification of audiences is also fragmented

NoID

Cookie

IDFA

Login/handle



Source: TRUSTe Consumer Privacy Index 2014

Consumer privacy is a critical global issue

74% of internet users are more worried about online privacy today than they were one year ago


Identification of audiences and access to your audience is increasingly controlled by a few global organizations



Targeting Audience Build

Integrating Data Measuring ROI

Digital ID resolution is vital for every use case


This is a silly argument

Mobile ad spend trailing time spent

on mobile 12% vs. 3%


There is a path forward


Recognizes any type of

Internet-connected device, anywhere,

all the time

Where we are blind, we must see


ID iOS Android Desktop

App Web App Web

Cookie ID

IDFA

Android ID

AdTruth ID

Device recognition provides this visibility


We need to be able to work together


Same device ! same ID for everyone

Marketer

Agency

Publisher

8971B07F9904CCAF1B6BF98173643TCD1DC1SB5F



Consumer Device

DSP

DMP Exchange


How it works

Anonymous Data Points are Gathered

from the Device

Recipe Engine runs algorithms on the

data points

Anonymous DeviceInsight ID

created

Example DeviceInsight ID 6881A07F9903AACE1B5BA88162673FDC1DB0DA4E


Device recognition is a statistic, and NOT 100% accurate

•  Think of it as playing 20 questions with the device to identify the device •  No tags, flash objects or cookies are placed on the device •  AdTruth interacts with the device to gather 100+ anonymous data points •  No PII is collected in the process

Are you running Flash?

What Time is it?"

Type of Browser?"

Type of Device?"

Type of OS?"Time "Zone?"

What is your Language?


Device Recognition IDs Cookies

Digital ID Resolution Technology

Device IDs 1st Party IDs

Digital ID resolution is a complex technical problem

Targeting Measure ROI Build Audience Data Integration

1.  Device recogni:on fills in the blind spots, but are not 100% accurate 2.  Full digital ID resolu:on technology manages fragmenta:on 3.  We have the underlying technology needed to compete


Solution Description Where we need help

Targeting Helps increase reach to targetable audiences across all digital touch points with greater confidence and persistency for improved campaign performance

•  Targeting where cookies don’t work •  Targeting across mobile app and web •  Cross-screen targeting

Attribution Helps better track the performance of marketing programs, holistically across all digital touch points, for a more meaningful, accurate measurement of spend

•  Conversion tracking from mobile app to web •  Increased attribution windows •  View through attribution •  Cross device attribution

Audience helps better define and extend targetable audiences across all digital touch-points to maximize yield

•  Tracking and segmentation in mobile web •  Tracking and segmentation across multiple

devices/domains •  Increase user lifetime

Data Management Helps better capture and rationalize audience data across all digital touch-points to maximize the impact of audience insights

•  Connect data across multiple devices / environments

•  Increase profile lifetime •  Seamless data distribution not reliant on cookie

sync

Getting more specific…


US case study: Premium clothing retailer


Challenge •  30% of eCommerce sales are now on mobile tablets •  Limited ability to target consumers on mobile devices Solution •  Deploy AdTruth’s device recognition technology •  Expand targetable audience at scale on tablets and smart phones •  Protected their brand via privacy best practices

Case study – premium clothing retailer


Case study results: Targeted ad impressions

834,423

1,245,530 Before

AHer

Results 49% increase

in targeted impressions

delivered entirely on mobile tablets


Case study results: Ad impression level CTR

.08 CTR

.11 CTR Before

AHer

Results 32% higher

click through rates


Case study results: Revenue increase per week

$62,118

$71,596 Before

AHer

Results 15% increase

in revenue


Case study results: Conversion rates

.12%

.07%

Before

AHer Results Conversion Rates

were lower, but

the ROI was still huge!


Premium clothing retailer: Case study summary

•  32% more recognized consumers Extended Reach

•  49% more targetable impressions Richer Targeting

•  15% increase in sales Campaign Optimization

•  Data ownership and brand protec:on Privacy & Control


Japanese case study: Premium publisher


In Japan, like the US, reach increased…

100

130 Before

AHer Reach Results 30% increase

In targeted impressions


While reach increase, the CPA was higher for advertisers

150

200 Before

AHer CPA Results 1st Party cookies are more

accurate than Device Recognition IDs, so cost

per acquisition was impacted


•  Why? The publishers was able to better target the advertiser’s audience •  Device recognition was an additional layer that expanded the audience

The result: eCPM increased by 30%

Run of Site 50% $.50 R (BR)

AdTruth Targeted 40% $1.00 R (BR)

1st Party Cookies 10%

$2.00 R (BR)


Managing privacy


Data Leakage

Data Collection

Disclosure Transparency

Notice

Data Retention

De-Identification

Governments are less important than consumers

Choice

Right to be Forgotten

Opt-Out

Self Regulation

Implied vs. Explicit Consent

Opt-In

OBA Compliance

1st vs. 3rd Party

Do Not Target

Collection vs. Transmission of Data

Do Not Track

Privacy Policy

Brands should not risk their reputation with consumers anywhere in the world.


Privacy by design - 5 key concepts

No Sensitive Data or PII

without permission

(PII)

Data Protected

Brand Controlled

NO Tags NO Data NO Residue

Nothing Stored on the Device

Keep the Consumer

Anonymous

Protect Them Without Being

Asked

Be Transparent Provide the

Choice


Device recognition done right is privacy by design Name

Cookies

Age

Mac ID

Gender

History Sniffing

Browsing Behavior Geo LocaQon

HTML DOM 5

Flash Cookies UDID

User Mapping

Pasteboard

LSO’s

Cache

eTags

Purchase History Email

Zombie Cookies Windows ID

Hardware ID Phone Number


Device recognition is NOT device fingerprinting

•  No Personally Identifiable Information (PII) or other Sensitive Data is Collected, Stored or Used

•  No Permanent Identification

•  No Tracking Mechanisms Left on the Device

•  No Risk of Data Leakage

•  No Information Sent to 3rd Parties


On-Premise and private cloud deployment •  Digital ID resolution technology must be deployed within the clients technical

environment

Data ownership and protection is vital •  No 3rd party calls and all data resides in clients repository

Complete Transparency •  Right to be forgotten •  Proactive data purging •  Providing and respecting choice are all vital

Data protection and brand control is vital


AdTruth IDs

3rd Party Cookies Hardware IDs

Other Device Data

Brands can and should resolve Digital IDs

Brands permissioned by consumers can now control their data and audience

Brand Assets Log-‐In IDs eMail IDs

Transac:ons 1st Party Cookies

Etc.


Be transparent and listen

For example, AdTruth is committed to help clients listen and respect consumer choice mechanisms through 4 technical and operational principles: 1.  Enabling consumer choice 2.  Contractually obligate compliance 3.  Encourage independent, on-going audit by a 3rd Party 4.  Maintain and promote the privacy by design principles

© AdTruth. All Rights Reserved. CONFIDENTIAL. 41 41

Self regulation is vital, get involved

•  Members of the Global W3C Tracking Protection Working Group (DNT)

•  Members of the Mobile Marketing Association, active participants in the Privacy & Advocacy Committee

•  Associate Members of the IAB, active in the Future of Cookies, Privacy, Tracking and Policy Committees

•  Members of the DAA, active in both the Mobile and Policy Committees


Practical advice for brands

© AdTruth. All Rights Reserved. CONFIDENTIAL. © AdTruth STRICTLY CONFIDENTIAL. All trademarks, trade names, service marks and logos referenced herein belong to their respective companies. .

43

Practical advice

•  Start solving the digital ID problem now •  How are your partners handling this issue? •  Ask to see the data! Make them prove to you they have it handled. •  Take advantage of your permissioned relationships with consumers

•  Not all device recognition technology is created equal •  Is your tech provider privacy by design? •  Do they leave residue on the device? •  Do they use sensitive data?

•  Focus on the business value, not just the statistics

•  Get involved and self regulate in the area of privacy


Thank you! Any questions?

James Lamberti GM & VP AdTruth

www.adtruth.com [email protected] +1 408-660-2164 phone 355 Santana Row Suite 2000 San Jose, CA 95128

Date post:	01-Jul-2015
Category:	Mobile
Upload:	mobile-marketing-association
View:	180 times
Download:	0 times