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Online Privacy & Video Advertising What you need to know! OMMA Global September 26, 2011
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Jalal Nasir, Director of Product Management
TRUSTe
twitter handle: jalalnasir
Jason Shulman, VP of Sales
Adap.tv
Introductions
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Who We Are
Founded in 1997 ~4,000 Customers Globally Leading DAA-Approved OBA Compliance Provider
Offering privacy solutions for:
Websites
Advertising
Mobile
Cloud
Founded in 2006 End-to end video platform for video buyers and
sellers Industry’s largest video ad Marketplace
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Growth of Online Video Advertising
Growth of Behavioral Targeted Data Usage in Online Video Market
Consumer Perceptions of Behavioral Advertising and Privacy
How to Build Trust with Consumers Through DAA Self Regulation
Video advertising and OBA
Q & A
Topics
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Online Video Advertising & Behavioral Targeting
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The Adap.tv Marketplace
~4,400 monthly
campaigns
4,500+ premium
sites
1.8B Impressions
sold
61M monthly visitors
*
The following slides are snapshots of key data trends for in-stream video advertising between January and June 2011.
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The Opportunity to Scale
+109%
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Video as a branding strategy
0% 25% 50% 75% 100%
Q1 2010
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Entertainment
CPG/Food & Beverage
Auto
Finance/Business
Wireless
Technology
Retail
Travel
Electronics
Public Service/Advocacy
Pharmaceutical
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Top brand performers
Auto 45%
above
CPG 25%
above
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0%
2%
4%
6%
8%
10%
12%
14%
16%
Jan Feb Mar Apr May Jun Jul
Percent of Total Impressions Being Served with Behavioral Targeting
72%
Growth in Behavioral Targeting
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How Do Consumers Feel About Behavioral Advertising?
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Research study & results
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Audience Poll:
• Audience Composition
• How many of you know what this icon is?
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Partnered with Harris Interactive and polled more than 1,000 consumers
Interviews conducted May 26 – June 2, 2011
Respondents were qualified as: – US residents
– Age 18 and over
– Not employed in advertising, marketing research, PR
Weighted to match the US adult population of computer users
Asking about their privacy beliefs and opinions regarding behavioral advertising.
Research Methodology
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Are Online Ads More Relevant now than before?
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Consumers feel ads have become increasingly relevant over time – suggesting OBA works
BASE: Total Qualified Respondents (n=1004) Q755 What percentage of ads that you see while browsing online are relevant to your wants and needs?.
Percentage Of Online Ads That Are Relevant
12% 16%
32%
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How we talk about “behavioral advertising” affects consumer favorability toward it
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Terms that used “tracking”• or “targeting”• drew the most ire from consumers.
59% of consumers have “strongly negative” feelings toward the term “online tracking
only 11% of consumers had similarly negative feelings toward the term “interest-based advertising”
Even though these terms are often used to describe the same set of activities
Consumer reactions
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Over half of consumers don’t like OBA
BASE: Total Qualified Respondents (n=1004) Q715 How do you feel about Online Behavioral Advertising as described above?
D
D
F
D
E
Favorability Towards OBA Concept
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In the absence of education, consumers assume the worst
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More than half of consumers incorrectly believe their personal information is tied to OBA
BASE: Total Qualified Respondents (n=1004) Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
D
F
D
Believe PII Is Attached To Tracking Activity
23 BASE: Total Qualified Respondents (n=1004) Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
D
F
D
24 BASE: Total Qualified Respondents (n=1004) Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
D
F
D
Consumer favorability towards OBA
Increases to 100% when assured PII not involved
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Consumers want privacy controls;
The very availability of control is what instills confidence
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More than half of consumers are more likely to click and buy if they can control OBA
BASE: Total Qualified Respondents (n=1004) Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.
Agreement With Statements Related To Online Advertising
55%
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Increasing Consumer Trust & Brand Favorability
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OBA Privacy Concerns Lead to Formation of DAA
Enforcement Bodies
October, 2010: DAA launches formal self regulatory program including the “icon” and designates enforcement bodies:
Seven Broad Principles: Education Transparency Consumer control Data security Material change Sensitive data Accountability
Two Key Requirements: Notice Choice
July, 2009: “Self-Regulatory Principles for Online Behavioral Advertising”
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What does DAA self-regulation require?
DAA Options – Can be Customized for Your Needs Look and feel of notice
Content and copy
How and what opt-out list to provide
Links to external content
Operational requirements
DAA Compliance Requirements: Icon should be given “meaningful and prominent notice”
Consumers provided with a “choice mechanism”
Learn more at www.aboutads.info
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A simple ad tag inserts the DAA icon
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TRUSTed Ads Solution: Display Ad Consumer Experience
If clicked the icon launches privacy notice inside the ad
2. Consumers have option to click to Preference Manager and opt out of selected tracking networks
3.
How a DAA Compliance Solution Works
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A Comprehensive DAA Solution
Customized Opt-Out Manger
Forbes.com Site Notice
AdChoices icon and link on all pages
TRUSTed Ads on FMX and Forbes Creatives
Forbes.com Privacy Policy
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TRUSTe’s DAA Compliance Solution TRUSTed Ads
Two Integration
Points
Consumer Experience
Platform Tools
Trafficking Console
Compliance Reporting
Operational Reporting
OBA Database
Ad Tag HTML
Page-based In-ad
Notice Presentation
Icon Serving
Preference Management
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Video paused when icon is clicked
Click here to see a
live demo
TRUSTed Ads DAA-Compliance Solution: Pre-Roll Video
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TRUSTed Ads: Consumer Preference Manager
Consumer Education
Consumer Education
Watchdog
Opt-out organized by entity type (sortable)
Browser Protection Plug-in
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TRUSTed Ads Video Compliance Solution
Video AdChoices
Icon
Consumer Experience
Platform Tools
Trafficking Console
Compliance Reporting
Operational Reporting
OBA Database
Notice Presentation
Icon Serving
Preference Management
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1. Enable direct inclusion of ad privacy notices in both rich media and in-stream video ads (e.g., pre-rolls).
2. Video Player
3. VAST and VPAID Compliant Environments
4. TRUSTe and adap.tv have integrated TRUSTed Ads across their global footprint to enable seamless OBA compliance in video advertising
Integration is simple and easy
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1. Online Video Behavioral Advertising is scalable and effective
2. 70% of consumers are aware of OBA, but more than half do not like it
3. Notice and Choice via the DAA self-regulation program significantly increases consumer favorability toward brands
4. TRUSTe is extending its patented OBA Compliance technology to emerging mediums, specially video.
5. TRUSTe and adap.tv have integrated TRUSTed Ads across their global footprint to enable seamless OBA compliance in video advertising
Summary
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Over 4,000 satisfied clients
Consumer Products
Health / Medical
Media / Entertainment
Financial / Insurance Technology / Telecom
Ad Providers / Agencies
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Thank you – time for Q&A!
Jalal Nasir, Director of Product Management
TRUSTe
twitter handle: jalalnasir
Jason Shulman, VP of Sales
Adap.tv
Introductions
