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CONFIDENTIAL 1
TRUSTed Ads
Privacy + Insight for Online Behavioral Advertising (OBA)
July 17, 2013
CONFIDENTIAL 2
Global Leader in Privacy Management Solutions § 15 years of privacy experience § #1 privacy brand & trustmark § Robust technology infrastructure
Comprehensive Solution Suite § All online channels
§ Leading global DAA-Approved AdChoices provider (Serving Billions of Daily Impressions)
§ Technology + Services + Certifications
Large / Loyal Customer Base § Over 5,000 clients § Over 90% renewal rate § Cross industry solutions
TRUSTe Overview
CONFIDENTIAL 3
Online Behavioral Advertising
CONFIDENTIAL 4
Online Behavioral Advertising (OBA) Explained
What OBA is…
• Retargeting users across unaffiliated websites
• Tracking users with cookies across unaffiliated websites
• Demographic targeting across unaffiliated websites
What OBA is not…
• Run of site advertising
• Contextual advertising
• First-party demographic targeting on a single site
• Analytics or Ad Reporting
CONFIDENTIAL 5
Digital Advertising Alliance (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”
CONFIDENTIAL 6
What does DAA self-regulation require?
DAA Options – Can be Customized for Your Needs ü Look and feel of notice
ü Content and copy
ü How and what opt-out list to provide
ü Links to external content
ü Operational requirements
DAA Compliance Requirements:
ü AdChoices Icon needs to be displayed prominently
ü Consumers provided with a “choice mechanism”
Learn more at www.aboutads.info
CONFIDENTIAL 7
TRUSTed Ads
CONFIDENTIAL 8
TRUSTed Ads—A Brief History
July 2009 Self-Regulatory Principles for OBA
July 2013 TRUSTe launches AdView enhancement to TRUSTed Ads
2011 TRUSTe brings desktop AdChoices, TRUSTed Ads, to scale
October 2010 DAA launches icon and designates enforcement bodies
2012 TRUSTe serving billions of daily, privacy safe impressions worldwide
CONFIDENTIAL 9
TRUSTed Ads: Leading DAA-Approved Tech Platform
Two Integration
Points
Consumer Experience
Platform Tools
Trafficking Console
Compliance Reporting
Operational Reporting
OBA Database
In-ad
Notice Presentation
Icon Serving
Preference Management
TRUSTe has served over half a trillion AdChoices impressions worldwide
Ad Tag HTML
Page-based
Ad Viewability
CONFIDENTIAL 10
AdChoices Icon
Once the consumer lands on the TRUSTe preference manager, he/she can opt out of selected tracking networks
3. If clicked the icon launches privacy notice inside the ad
2. A simple ad tag inserts the DAA AdChoices icon
1.
TRUSTed Ads – Consumer Experience
CONFIDENTIAL 11
TRUSTed Ads – Consumer Experience
Consumers have option to click to Preference Manager to learn more about and opt out of selected tracking networks
2. Publishers implement in-page, typically in footer
1.
Publisher Solution
CONFIDENTIAL 12
TRUSTed Ads AdView Enhancement
CONFIDENTIAL 13
NEW! AdView Enhancement to TRUSTed Ads
CONFIDENTIAL 14
Ads NOT Seen by Human Eyes
20-60%
CONFIDENTIAL 15
AdView Experience
TRUSTe DB
http://www.tnn.com
Are Your Ads Compliant? Click here to find out!
CONFIDENTIAL 16
100 M Impressions Purchased
X $3 CPM
$300,000 / month
68% not
seen 32 M Impressions Seen
vCPM = $9.37
Only pay for Viewable Ads (Cost $96,000) You Save $204,000 / month
ROI Potential
CONFIDENTIAL 17
Market Research
CONFIDENTIAL 18
Consumer Privacy Research
CONFIDENTIAL 19
Business Impact
Source: 2013 Q1 US Consumer Privacy Report
“How Often Do You Worry About Your Privacy Online?”
89% Worry
“I Avoid Doing Business with Companies who I do not Believe
Protect my Privacy Online”
89% Agree
CONFIDENTIAL 20
Consumer OBA Perceptions
OBA Awareness Increased Favorability Toward OBA
Believe PII Is Attached To Tracking Activity
Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q710 Are you aware that some advertisers and websites track your browsing activities and show you ads deemed relevant based on your browsing history? This is commonly referred to as Online Behavioral Advertising. Q715 How do you feel about Online Behavioral Advertising as described above? Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
CONFIDENTIAL 21
Consumer OBA Perceptions
Agreement With Statements To Online Advertising
Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.
CONFIDENTIAL 22
Consumer OBA Perceptions
Icon Awareness Consumer Perception of Advertisers
Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q910 Have you seen either of the following icons or symbols online? Q930/Q945 How does having this information available, along with the option of opting out of Online Behavioral Advertising make you feel about the concept of Online Behavioral Advertising? Q935/Q950 And, how does having this information available make you feel about the advertiser?
CONFIDENTIAL 23
Integration
CONFIDENTIAL 24
TRUSTed Ads – Simple Implementation
q “Smart” ad tag manages all components in one tag q Smart ad tag auto detects the creative, ad size, and placement q Typical ad campaign with 3 ad sizes, 3 creative versions, and 10 ad
placements could require up to 90 tags without TRUSTe smart ad tag
q Fully compatible with all ad serving, ad network and exchange platforms
CONFIDENTIAL 25
TRUSTed Ads – Easy Campaign Launches
Create new advertiser ID 1. Generate the ad tag 3. Enter the ad tag details 2.
CONFIDENTIAL 26
Reporting and Metrics
By Geo By Language
CONFIDENTIAL 27
Competition
CONFIDENTIAL 28
TRUSTed Ads – 2 DAA Approved Providers
Comprehensive Privacy Solutions
Company
“Icon-only” Company
• 15 Years Privacy Expertise • Comprehensive global privacy technology platform • Globally Recognized Brand
• 2.5 Years • Icon-serving solution
CONFIDENTIAL 29
TRUSTed Ads – Only Privacy + Insight (Viewability) Provider
CONFIDENTIAL 30
TRUSTe has the highest brand awareness of the 3 DAA-approved solutions – 4 to 8x other options
Awareness Increased
BASE: Total Qualified Respondents (2011: n=1004; 2012: n=1033) Q901 Please indicate your familiarity with each of the following brands/services?
CONFIDENTIAL 31
Consumers trust the “Powered By TRUSTe” branded DAA solution 9x more favourable than alternative
BASE: Those Exposed To Unbranded Concept (n=520) Harris Research, 2012 Q940 Below are two additional sample ads – one “Powered by TRUSTe” and one “Powered by Evidon”. Which one would you have greater trust or confidence in?
Which Version Offers The Most Trust?
Closest Competitor
Powered by Closest
Competitor 3%
I would trust both equally
36%
Powered by TRUSTe
27%
I would not trust either
33%
CONFIDENTIAL 32
Next Steps
CONFIDENTIAL 33
What Are Your Compliance Options
Do Nothing • Expose your company to possible lawsuits and
regulatory intervention. • Risk losing business to compliant competitors.
Build Your Own Solution
• Invest significant capital and resources to build custom compliance technology.
• Risk of not meeting self regulatory requirements.
Partner with TRUSTe
• Only Comprehensive Privacy Platform
• Leading DAA-approved provider
• Ad Viewability • Cost effective
Buy Only on DAA Compliant Ad Inventory
• Vendor(s) in control of notice/message • Vendor(s) may place icon incorrectly • Little or no reporting
• Simple, scalable and flexible with billions of daily impressions served
• Full customer support & guidance
• Brand Favorability
CONFIDENTIAL 34
Powering Trust for over 5,000 satisfied clients
Ad / Data Platforms Cloud Platforms
Publishers
App Developers
B2B Brands B2C Brands
CONFIDENTIAL 35
Questions?