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The Next $50 Billion Will Come From… Putting Users First January 26, 2016
Scott Meyer CEO and Co-Founder
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Ghostery Plug-In: #1 Privacy Tool with Over 50 Million Installs
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Ghostery Overview
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
ProprietaryData
Libraryof2,000+Marke5ngTechnologyVendorsglobally.Curatedandregularlyupdated
Realuserdatafrommillionsofglobalopt-incontributors
GhosteryProprietaryDatabase
Patentedwebanaly5cstechnologyandIPporHolio
BusinessSolu5ons
Compliancetechnologypowering3+billionadsdailyfor300+clientsin40
languages.Opt-outlabpowersenforcementofAdChoicesprogram
4.8billiontagloadsanalyzedacross87millionpagesweekly
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The Ongoing Struggle Against Ad Clutter Continues
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Ad-Light Has Improved The User Experience
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But Ad-Light Yet Tracker Heavy Isn’t The Answer
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Consumers Are Frustrated With Slow Speeds And High Costs
Source:TheNewYorkTimes
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The Industry Needs To Improve Performance
The fast, scalable systems of targeting users with ever-heftier advertisements have slowed down the public internet and drained
more than a few batteries. We were so clever and so good at it that we over-engineered the capabilities of the plumbing laid down by,
well, ourselves. This steamrolled the users, depleted their devices, and tried their patience.
— Scott Cunningham
SVP, Interactive Advertising Bureau
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L.E.A.N Metrics Can Make A Difference
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Some LEAN Metrics We See From Opt-In Ghostery Users
• Tag Speed, Page Speed • Non-Secure Tags (http) firing on Secure Pages (https) • Tag Failures
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Privacy isn’t the main reason for blocking – Only 17.45% of consumers cite privacy as the
main reason
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Source: Ghostery Extension Install Survey July/Aug 2015 19,194 responses
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Nearly 20% of Ghostery users believe their page load time is impacted by
too many tags on a site
Source: Ghostery Extension Install Survey July/Aug 2015 19,194 responses
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The World Record – 90+ Tags Fired From One Creative Unit Crashes The Page
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Publisher
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Getting To The Root Cause – Unpacking The Tag Chain
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Step Crea9veID TagCall Latency
0 390352db-5862-4d1b-9a21-17b6cbe83c2f PublisherSite 523
1 390352db-5862-4d1b-9a21-17b6cbe83c2f TagManager 1,264
2 390352db-5862-4d1b-9a21-17b6cbe83c2f TagManager 298
3 390352db-5862-4d1b-9a21-17b6cbe83c2f PublisherAdServer 373
4 390352db-5862-4d1b-9a21-17b6cbe83c2f PublisherAdServer 149
5 390352db-5862-4d1b-9a21-17b6cbe83c2f AdNetworkCookieSync 1,770
6 390352db-5862-4d1b-9a21-17b6cbe83c2f AdNetworkCookieSync 164
7 390352db-5862-4d1b-9a21-17b6cbe83c2f AdCrea5ve 1,366
8 390352db-5862-4d1b-9a21-17b6cbe83c2f CDN 450
9 390352db-5862-4d1b-9a21-17b6cbe83c2f AdNetwork 350
10 390352db-5862-4d1b-9a21-17b6cbe83c2f DMPRecordingData 4,862
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Reduction in Tags Directly Improves Page Load
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50% Fewer Vendors + 10% Page Latency Improvement = Better ROI
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Half Of Ad Tech Tags Take More Than 500ms to Load!
0
50
100
150
200
250
300
350
400
0-199 200-299 300-399 400-499 500-599 600-699 700-799 800-899 900-999 1000+
Ghostery Tag Index August 2015; Average Latency Across Top 1646 Tags
AVERAGE LATENCY (ms)
TOTA
L TA
GS
MED
IAN
439
ms
AVER
AG
E 5
19m
s
800 Tags Average More Than 500ms To Load
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41% of consumers are concerned about how their security is impacted by Ad Tracking
Source: Ghostery Extension Install Survey July/Aug 2015 19,194 responses
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1/3 Of Tags Still Fire Non-Secure On Secure Pages
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100
200
300
400
500
600
700
800
0% 0.01-1% 2-9% 10-24% 25-49% 50-74% 75-99% 100%
Source: Ghostery Tag Index August 2015
Percent of Non-Secure Tag Loads on Secure Pages by Company
AVERAGE % OF OCCURANCES TAG IS SECURE
TOTA
L TA
GS
350+ Tags Fire Non-Secure More Than 10% Of The Time
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Fortunately, Tags only fail to load 2.21% of the time
But, that’s not anywhere close to
99.999% in your SLA’s
Sources: * Ghostery Tag Index August 2015
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Publishers Need To Know Tags Actually Load
0
200
400
600
800
1000
1200
1400
50%+ 10-49% 5-9.99% 1-4.99% 0.01-0.99% 0%
Source: Ghostery Tag Index August 2015
Percentage Of Tag Load Failures
AVERAGE % OF TIME THE TAG FAILS
TOTA
L TA
GS
MED
IAN
0.1
9%
AVER
AG
E 2
.21%
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Where Do We Go From Here?
Communicate Transparently With Consumers
Sources: * Ghostery Tag Index August 2015
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The Forbes Ad-Lite Experiment
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The Forbes Ad-Lite Experiment
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The Forbes Ad-Lite Experiment
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Consumers Want More Control
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Join Us In Developing Consumer Messaging
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Join Us In Developing Consumer Messaging
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