Solving the Audience Recognition Crisis in Mobile
James Lamberti, GM and VP of AdTruthEd Chater, VP of Media Operations Somo Ltd.
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Audience Recognition Crisis
Apple’s Safari does not support 3rd party cookies.
Firefox is evaluating blocking (30% of desktop traffic globally)
3rd party cookies.
On mobile phones and tablets, (50% of today’s Internet traffic) cookies
don’t work.
Sources: comScore, Business Insider State of the Industry Report March 2013, AdTruth Research and Analysis
Today, Marketers are blind to 40% of their audience.
For the remaining 60%,cookies last only
4 days on average.
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Privacy Concerns are GrowingCncerns are Growing
72% of Smartphone users
are more concerned about
their privacy on smartphones
than one year ago
Source: TRUSTe Privacy Index 2013 Consumer Confidence Edition
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There is a Path Forward
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How Device Recognition Technology Works
Anonymous Data Points are Gathered
Recipe Engine DeviceInsight ID
6881A07F9903AACE1B5BA88162673FDC1DB0DA4EOBA OPT-OUTS
DNT:0, DNT:1
Client Side CollectorServer Side
Library 40 character SHA1 hash ID
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The Right Approach: Privacy by Design
Probabilistic Anonymous
Identifier
Privacy by DesignData Secure
Client Controlled
On-Premise Solution
No Personally
Identifiable Information
(PII)
NO TagsNO DataNO Residue
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Probe Carefully! Recognition vs. Fingerprinting
Device Recognition NOT “Device Fingerprinting”
– Flexible Design
– Limited Access and Collection
– Non-Invasive, Passive Observation
– Recognize, NOT Permanently or Uniquely Identify