IAPP Global Privacy Summit 2012

March 8, 2012

Privacy issues in the new TV

Your Program Options

Content delivery has transformed and been transformed

• On demand options

• Interactive Media

• Time/Space shifting

Appeal of Set-Top-Box Data

Stability: All Adults Standard Error

Value of Set-Top-Box Data

Stability:

CNBC: Closing Bell and Fast Money

Connected / Smart TV

Broadband connected TV’s have the potential

to collect usage data.

No ongoing subscriber relationship with viewer.

Branded Apps / TV Widgets

Branded Apps / TV Widgets

Second Screen Interactivity

Interactive TV Ads

iTV ad “overlays” can be addressed to groups of households.

Addressable TV Advertising

Addressable TV Advertising

• Household • Neighborhood • Retail trading

zone • DMA • State • Region • Nation

Addressable TV Advertising

SPOT OPTIMIZATION – MULTIPLE VERSIONS

• Sell a single commercial break to an advertiser (Ford) with multiple versions of the same product sent to different households and DSTBs

• Mustang Shelby for the high-end audience

• Mustang GT for the mid-range audience

• Mustang V6 for the economy audience

Privacy Controls

SpotLink™ Data Boundary Manager

National Cross Platform

Advertising Server (IAB)

Local SCTE-130

Advertising Server

Platform Specific

Video Splicing Server

Data Boundary

Manager

SpotLink ADS for

Internet Ad Servers (IAB)

SpotLink Router

No Personally Identifiable Info (PII) Leaves Video Distributor’s Premises

SpotLink Router

What is a privacy pro to do?

A. Relevant laws- • Cable Act

• Video Privacy Protection Act

B. Policy disclosures

C. Just-in-time Notice

D. Use of data aggregation instead of PII

Thank You! Jason Malamud Director-Media Services jason.malamud@verizon.com Magnolia Mansourkia Mobley Vice President and Assistant General Counsel-Privacy maggie.mansourkia@verizon.com