Powering privacy and compliance around the world
iMedia Agency Summit Tuesday, December 6, 2011 Confidential | Draft for Discussion Purposes Only © 2011 © 2011 Evidon, Evidon, Inc. All Inc.Rights All Rights Reserved. Reserved.
NBC Parks & Recreation - Ron Swanson Opts-Out
© 2011 Evidon, Inc. All Rights Reserved.
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People prefer transparent brands
67%
feel more positive towards brands that give them control, including opt out
36%
more likely to buy from transparent brands
Source: Better Advertising study with Millward Brown’s Dynamic Logic, “Consumer Interactions with In-Ad Notice,” November 3, 2010. Study surveyed 1,600 respondents who experienced Better Advertising ad notice through one of four brands representing different sectors.
Opt-‐out rates average 0.0001% (about 1 in every 1,000,000 impressions) © 2011 Evidon, Inc. All Rights Reserved.
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“AdChoices” Program Gaining Steam
=
Think: Nutritional label for ads
© 2011 Evidon, Inc. All Rights Reserved.
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Time to Get with the Program
Investigation can cost $100k or worse
Actively enforcing now
Code of Conduct deadline has passed
© 2011 Evidon, Inc. All Rights Reserved.
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Evidon is the Industry Standard
•
1+ billion DAILY ad notices
•
100+ leading brands
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200+ sites now deployed
© 2011 Evidon, Inc. All Rights Reserved.
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Global Network/Technology Partners
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50+ leading networks/DSPs/ Publishers
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Packaged for buy-side— easy access to safe, compliant sell-side partners
© 2011 Evidon, Inc. All Rights Reserved.
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Making Life Easier for the Agency: Notice Collaboration, Not Conflict
This
…instead of this
© 2011 Evidon, Inc. All Rights Reserved.
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Making Life Easier for the Agency: “Dynamic Inclusion” Brand/Agency • Ad server: DCLK • Analytics: Omniture
DSP
• Own 3rd party cookie • Data buy: eXelate
…the following companies helped target this ad to you...
DoubleClick Omniture Turn eXelate
Network
• Own 3rd party cookie • Data buy: Lotame
Collective Lotame
© 2011 Evidon, Inc. All Rights Reserved.
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Best-Practices Website Notice
Easy opt-out from each; reporting proves that the request has been sent
Rich detail on each collector available
© 2011 Evidon, Inc. All Rights Reserved.
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Powered Primarily by Encompass Reports
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4.5+ million downloads
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140K+ new per month
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300k member opt-in panel
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Tracks 800+ trackers on over 8 million domains worldwide; Only comprehensive, worldwide database of tracking code
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Consumers learn about tracking and/or block it
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Sees data web scanners miss
© 2011 Evidon, Inc. All Rights Reserved.
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Privacy = Security + Performance
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Old trackers should be purged
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Client data can leak out
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Tags slow page load time, hurting conversions, SEO and overall performance
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Less engagement w/ brand
tracker tracker
tracker tracker tracker
tracker
tracker
tracker
tracker
tracker
tracker
Privacy requirements can improve site “hygiene” © 2011 Evidon, Inc. All Rights Reserved.
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How Trackers Affect Your Clients’ business, and What to Do about Them
tracker
• Who are they? What do they do? tracker
tracker
tracker
• How often do they appear?
tracker tracker
tracker
tracker
tracker
tracker
tracker
tracker
• How do they affect site performance? • Are they compliant with privacy programs? • Is client site “cleaner” than peers? © 2011 Evidon, Inc. All Rights Reserved.
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Understand Each Tracker Completely
tracker
• Who are they? Ad Network • How often to they appear? Drops 4 cookies across brand1.com
ok
• How do they affect my site performance? Takes 86 milliseconds to load
ok
• Are they compliant with privacy programs? Yes—including a working opt out
ok
etc… © 2011 Evidon, Inc. All Rights Reserved.
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Know How Clients Stack Up to Competitors
optimizer
10% more optimizers
retargeter
50% more retargeters
data aggregator
Aggregators loading 5% faster
tracker tracker
tracker tracker
tracker
tracker
tracker
tracker
!
tracker tracker
tracker
exchange
Exchanges taking twice as long to load
!
etc…
© 2011 Evidon, Inc. All Rights Reserved.
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Q&A
© 2011 Evidon, Inc. All Rights Reserved.
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Thank You.
Greg Smith Chief Revenue Officer
[email protected] 1.917.258.2262
Tyler Sandler Senior Director, Sales
[email protected] 1.917.258.2258
Khatidja Ajania Director, Sales
[email protected] 1.917.262.2531
© 2011 Evidon, Inc. All Rights Reserved.