Embed Size (px)
Citation preview
Privacy Debate: Urgent Issue or Industry Hype?
Getting Better all the time Can’t get no worseBridging the gap @Chapell68
Alan Chapell
Privacy is about trust
Traditional Privacy-speak…
Privacy is building brand equity
Traditional Privacy-speak…
Privacy doing the right thing
Traditional Privacy-speak…
Privacy strategy is changing
Privacy is about control
Privacy is about market share
Privacy is gerrymandering rules
DNT = Control, Market share + privacy (maybe)
Mozilla Video
Satirical
Consumer Education?
Independent contest?
The Problems with DNT
DNT gives browsers (and others) more power
How will power be used?
First Parties are virtually immune from the DNT signal
First party immunity to DNT is important
Who does DNT negatively impact?
Networks, platforms, exchanges
Mid and long-tail publishers
Ad Agencies
Consumers
Networks, platforms, exchanges
Mid and long-tail publishers
Ad Agencies
Consumers
Networks, platforms, exchanges
Mid and long-tail publishers
Ad agencies
Consumers
• Not as reliant upon third-party tracking for revenues• Replace some non-PII tracking info with PII• User registration in exchange for content• Would benefit from demise of long-tail
Premium Publishers
• Lower CPMs / ad revenues• Some (many?) will stop publishing
Tracking is CRITICAL to the mid and long-tail
Networks, platforms, exchanges
Mid and long-tail publishers
Ad agencies
Consumers
Do consumers understand
the tradeoffs of DNT?
Do consumers understand
what DNT means?
Usually, message clarity is paramount
“Ask websites not to track me”
• No definition of tracking– Could include frequency capping, analytics,and other ad serving functions
• Its not the websites who are doing the tracking• No mention of advertising supported content
Is information collection only by the large and powerful good for privacy?
Let’s recap
Do Not Track• Few (if any) restrictions on first party tracking• Additional power in hands of browsers and user agents• No requirement that browsers and user agents clearly
communicate DNT functionality• Little agency or mid to long-tail publisher involvement• No interest in understanding economic impact
Further consolidation of digital media, few privacy gains
about do not track
Regulators and privacy advocates are supposed to
care about competition
But few are openly talking about consolidation in the context of privacy
Why is that?
WHY?• Defining or quantifying tracking harms is difficult• Half-truth - brand risk already regulates first parties• Go after small and then focus on large (eventually)– Gives the impression that you’re ‘doing’ something– What problem are we solving?
Cynical Explanation
Fewer Marketplace participants means fewer companies to enforce
Big fines make headlines
…. And sometimes, make political careers
Why should agencies care?
Are you running a trading desk?
Are you interested in ad metrics?
Are you frequency capping?
Fewer media buying options+
Programmatic buying+
diff rule set for larger entities=
???????
What can YOU do?• Evaluate whether this will impact your business• Innovate – or at least support those who are• Self-police via the DAA / NAI Programs• Engage in the DNT discussions
Develop your own privacy resources… and “no,” having a single privacy person in huge agency holding company probably ain’t enough
Panel Questions
Why can't the industry associations just provide a one size fits all privacy policy for the agencies so we can move beyond all this stuff?
We're erring on the side of caution so are requiring all of our vendors to be DNT compliant by the end of
the year? Good idea?
What do we say when our largest client doesn't want us to
participate in the self-reg program (or privacy standards in general)?
Privacy Debate: Audience Questions?
Marc GromanNetwork Advertising [email protected]
Omar [email protected]@otawakol
Alan ChapellChapell & [email protected]@chapell68
