Solving the Audience Recognition Crisis in Mobile

James Lamberti, GM and VP of AdTruthEd Chater, VP of Media Operations Somo Ltd.

2

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.

3

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

4

There is a Path Forward

5

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

6

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

7

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