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OBA Compliance Demystified Simple Solutions for Compliant Campaigns

Amy Wilson, Product Manager, Analytics & Insights, PointRollBob Bahramipour, VP Business Development, TRUSTe

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This is being recorded and you’ll get a link to the archive ASAP. Promise!

Ask questions using the questions box on the right. We’ll get to ‘em at the end.

Email info@pointroll.com (or your rep) if you have any questions about today’s webinar or want to discuss an upcoming campaign.

A few notes before we get started!

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Customers are our #1 priority

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We’re here to help you comply

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What we’re going to cover today…

1) Am I doing OBA?

2) Who’s who in self-regulation?

3) Does this apply to me?

4) What’s the point?

5) What are my options?

6) How do I become compliant?

7) PointRoll’s role

8) Partnership with TRUSTe

9) About TRUSTed Ads

10) Q&A

@PointRoll @TRUSTe

#pointrollprivacy

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What is the DAA? Does this compliance stuff

apply to me?

Am I going to OBA jail if I don’t do this?

Am I doing behavioral advertising?

Isn’t the government going to regulate this stuff anyway?

How do I get that icon?

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Consumer concerns over privacy are increasing

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Consumers and regulators are concerned

Consumers are wary• 46% of consumers are uncomfortable with behavioral

advertising without notice and choice. 1

The government is floating “Do Not Track” • Various congressman are working on privacy bills with DNT/OBA provisions. The FTC has floated Do Not Track as a possible solution.

Source: Future of Privacy Forum. 2010.

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What is OBA, anyway?

Online Behavioral Advertising (noun)

the collection of information gathered about a user’s visits (over time and across non-affiliated websites) in order to help predict theirpreferences and show them ads that are more likely to be of interest

-Paraphrased from DAA definition

See DAA FAQ for more information.http://tinyurl.com/oba-faq-pdf

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What is behavioral advertising?

OBA is… OBA is not…

Retargeting ads for a client onnon-affiliated sites

Frequency Capping (1st or 3rd Party)

Behavioral/Demographic Targeting Sequencing (1st or 3rd Party)

Conducting Flash/HTTP cookie/pixel tracking across non-

affiliated sites

Contextual Targeting

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There are gray areas

This space is evolving

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Who is responsible?

Brand

AgencyPublisher

Ad Network

DSP

For consumers, the OBA buck stops with the brand

Data Providers

But the DAA holds all involved parties responsible…

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So what are your options?

Option Analysis Verdict

Do nothing

• Expose your company to possible lawsuits and regulatory intervention.

• Risk losing business to compliant competitors.

X

Build your own compliance solution

• Invest significant capital and resources to build custom compliance technology from scratch (icon serving, notice generation, monitoring, reporting, verification, etc.) X

Partner with a DAA-approved

solution provider

• Leverage existing technology/monitoring/reporting platform

• Cost effective

• Readily scalable and flexible

• Account support and self-regulatory guidance

✔

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So what is OBA “compliance” and how do I get compliant?

(…if I need to be)

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How do you comply?

The short answer:

License the DAA icon and useit to provide consumers with accurate OBA notice and choice.

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How do you comply?

The longer answer…1. Provide notice of OBA activities in your company privacy policy

2. Provide notice of your OBA activities through your ads

3. Provide an opt-out choice mechanism through your ads

4. Maintain data security on any OBA data collected/used

5. Get consumer consent prior to making material changes to your OBA practices

6. Don't collect sensitive information for OBA purposes (e.g. children under 13)

(And for an even longer answer… go to http://tinyurl.com/oba-responsibilities)

The Advertising Option Icon

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How do you comply?

Tools you’ll need…

Icon & Notice GenerationYou need to ensure that privacy icons and notices do not conflict with creative and that privacy notices are accurate.

Opt-out ManagementYou need to verify that consumer opt-outs are honored and remain persistent.

Compliance ReportingYou need to be able to document compliance for DAA authorities, regulators and partners.

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Where does PointRoll fit in?

AdChoices icon where it needs to be.

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TRUSTed Ads

TRUSTed Ads is a scalable, cost-effective technology platform that allows companies to self-regulate their OBA practices in compliance with DAA standards.

It’s DAA-approved

It now serves billions of impressions

It’s used by major advertisers, ad networks,

and publishers

✔

✔

✔

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TRUSTed Ads implementation example

1.A simple TRUSTe ad tag inserts the DAA icon 2.If clicked the icon launches privacy notice inside the ad3.Consumers who want to can then navigate to

truste.com to opt-out

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Where does PointRoll fit in, again?

AdChoices icon where it needs to be.

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2 Integration

Points

ConsumerExperience

PlatformTools

TRUSTed Ads is an end-to-end solution

TraffickingConsole

ComplianceReporting

OperationalReporting

OBA Database

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What next?Steps to running a

compliant campaign

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Next Steps with PointRoll & TRUSTe

1. License the icon from the DAAa) see: http://www.aboutads.info/participants/icon/

2. Ask your PointRoll rep to set-up a meeting with TRUSTe to determine:

a) campaign launch details

b) ad icon integration

c) interstitial notice design

d) ad preference manager design

3. Sync with your agenciesa) Coordinate creatives that will require space for ad icon/notice

b) Obtain a solid understanding of media and behavioral activities on

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Next Steps with PointRoll & TRUSTe

3. Sync with your agenciesa) Creative: Delineate creatives that will require space for ad icon/notice

b) Media: Obtain a solid understanding of media and behavioral activities for the placements on your media plan.

4. Sync with your PointRoll repc) Review placements on the media plan requiring the AdChoices icon

d) Verify that PointRoll has campaign ID for compliance implementation

5. Test and launch campaign

Congrats, you’re now compliant!

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Thanks for attending!

Beyond Pre-Roll: The True Value of VideoTelling Your Brand Story Through Engaging InStream Video Display Ads

Join us for our next webinar:

Register here: tinyurl.com/PointRollVidWebinar

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Questions?!

For more info email info@pointroll.com or

visit http://link.pointroll.com/oba

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For more info email info@pointroll.com or

visit http://link.pointroll.com/oba

Thank you!

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Appendix

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The OBA self-regulatory movement has arrived2009: Self-regulatory principles issued

2010: congressional hearings & new privacy bills

2010: Digital Advertising Alliance (DAA) forms

2010: the DAA unveils the Advertising Option Icon + OBA Self-Regulatory Program

2010: public awareness soars as a result of investigative journalism

2010: FTC releases a comprehensive privacy report

2011: self-reg enforcement begins

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Who is the Digital Advertising Alliance (DAA) ?

enforcement arms

The Digital Advertising Alliance (DAA), composed of seven major ad industry organizations, has created aSelf-Regulatory Program for Online Behavioral Advertising.

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#1 consumer privacy brand

TRUSTe’s privacy seal is on thousands of websites; 82% of consumers trust the seal when they see it1

DAA-Approved:

TRUSTed Ads has been evaluated and endorsed by the Digital Advertising Alliance

Deepest regulatory experience TRUSTe was the only OBA compliance provider recognized in the FTC’s 2010 Privacy Report and has

over a decade of experience working with regulators on Capitol Hill

World-class technology TRUSTed Ads is built by Yahoo!, DoubleClick, and Verisign veterans and has scaled to billions of

impressions

Browser-level protection TRUSTe works with all major browser providers to ensure that its clients are not blocked; selected by

IE9 as partner for Tracking Protection Lists

A Proven companyTRUSTe has more than 14 years operating experience and over 3,000 clients

TRUSTe is a preferred OBA compliance vendor

1. Quarterly TNS study