IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast...

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Transcript of IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast...

Page 1: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.
Page 2: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

IAPP Global Privacy Summit 2012

March 8, 2012

Privacy issues in the new TV

Page 3: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Your Program Options

Content delivery has transformed and been transformed

• On demand options

• Interactive Media

• Time/Space shifting

Page 4: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Appeal of Set-Top-Box Data

Stability: All Adults Standard Error

Page 5: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Value of Set-Top-Box Data

Stability:

CNBC: Closing Bell and Fast Money

Page 6: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Connected / Smart TV

Broadband connected TV’s have the potential

to collect usage data.

No ongoing subscriber relationship with viewer.

Page 7: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Branded Apps / TV Widgets

Page 8: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Branded Apps / TV Widgets

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Second Screen Interactivity

Page 10: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Interactive TV Ads

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

Page 11: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Addressable TV Advertising

Page 12: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Addressable TV Advertising

• Household • Neighborhood • Retail trading

zone • DMA • State • Region • Nation

Page 13: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

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

Page 14: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

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

Page 15: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

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

Page 16: IAPP Global Privacy Summit 2012...Value of Set-Top-Box Data Stability: CNBC: Closing Bell and Fast Money . Connected / Smart TV ... No ongoing subscriber relationship with viewer.

Thank You! Jason Malamud Director-Media Services [email protected] Magnolia Mansourkia Mobley Vice President and Assistant General Counsel-Privacy [email protected]