@chapell68

Alan Chapell President

Privacy & Big Data

“What Marketers Need to Know About Privacy”

Chapell & Associates

Two part discussion

Overview of Canada’s digital media privacy law and standards Looking beyond the cookie for attribution and measurement

Some historical perspective…

Personal Information Protection and Electronic Documents Act (PIPEDA)

Canada’s Comprehensive (national level) Privacy Law Adequate from the perspective of the EU Addresses Digital Media Advertising?

Dec 2011 guidance from Canada’s chief regulator Ad serving data IS governed by PIPEDA Notice & Opt-out Choice can be appropriate

Sept 2013

Digital Advertising Alliance Canada Enhanced Notice (outside of the PP) Opt-out Choice Restrictions on data usage for OBA

Sensitive Health Data

HIV Heart Condition Mental Health Diabetes Smoker Dieter Cold and Flu Heartburn Sleep Apnea Vitamin User Wellness

Sensitive Health Data

HIV Heart Condition Mental Health Diabetes Smoker Dieter Cold and Flu Heartburn Sleep Apnea Vitamin User Wellness

Canada’s new anti-SPAM Law Effective July 1, 2014 Commercial Email subject to opt-in consent Certain Existing Business Relationship Exceptions

Part 2:

The Future of Cookies and the Monetization of Addressibility

a.k.a. why the use of non-cookie based technologies will skyrocket in 2014-15

FOUR Digital media trends

Digital Media Trend #1:

shift from

Audience Creation to

Advertiser Enablement

Ad network model circa 2005

Data

From 2006 to 2014

Restrictions on data use (IAB t/cs) use limited to data exhaust

Non-advertiser/publisher specific

Ad network model circa 2005

Data

Digital advertising model 2013

Advertiser DSP

Audience / Customer / User

Data

DMP

Data marketplace

Data

marketplace

Brands

Purchasing Power +

Power to build their own digital audiences

Digital Media Trend #2:

shift from

Browser Controlled Ad Spend to

Platform Controlled Ad Spend

2005 – Browsers & Cookies

Tracking Protection Cookie Blocking & Deletion

Mobile

Device &

O/S

Social

Platforms

Carriers /

ISPs

Meet the Platforms

Platforms own the tracking technology

(nobody really owns cookies)

An Epic Battle…

Digital Media Trend #3

Advertisers demand insight across platforms & devices

Advertising across one SN Platform

Advertiser SN Platform

Audience / Customer / User

Data Data

Advertising across MULTIPLE Platforms

Advertiser

Audience / Customer / User

Some reporting across platforms, but not much

else…

Back to digital media planning circa 1997?*

* Btw, its not a great idea to have the same entity that is providing the media to rate the efficacy of the media.

Advertisers vs.

Platforms

Digital Media Trend #4

The growth of the data synch ecosystem

IDFA Email

MSFT ID Outlook ID

Advertising ID G+ ID Samsung ID

FB ID Email Address

Twitter Handle Twitter ID

LinkedIn ID Email address

Verizon ID Telephone #

Telephone # Sub-ID

Advertiser UID Platform1 Conf % Platform2 Conf %

ADV-43654 IDFA-ZYXPL 83% Tt-12345 95%

ADV-43655 IDFA-ZYXPQ 74% Tt-12346 73%

ADV-43656 IDFA-ZAXPL 76% Tt-12347 74%

ADV-43657 IDFA-PTUYD 66% Tt-12348 89%

ADV-43658 IDFA-ZYXPL 78% Tt-12349 77%

ADV-43659 IDFA-AFRED 78% Tt-12350 78%

ADV-43660 IDFA-ZYXPL 83% Tt-12351 83%

ADV-43661 IDFA-ERSHR 97% Tt-12352 76%

ADV-43662 IDFA-ZYTPL 88% Tt-12353 75%

ADV-43663 IDFA-ACDEF 85% Tt-12354 88%

Data & data processing

Companies

Market research Firms Device recognition

SM Advertising Platforms

Mobile Analytics

Data Mgt Platforms

DSP / Exchanges

Consumer facing

with registration

Compliance Vendors

CROSS PLATFORM / DEVICE DATA SYNCH LUMAscape

Data & data processing

Companies

Market research Firms Device recognition

SM Advertising Platforms

Mobile Analytics

Data Mgt Platforms

DSP / Exchanges

Consumer facing

with registration

Compliance Vendors

CROSS PLATFORM / DEVICE DATA SYNCH CHAPELLscape

Audience Creation to Advertiser Enablement in Adtech Browser Controlled to Platform Controlled Digital Experiences Advertiser Demand for Customer Insight across screen and platform Growth of the Data Synch Ecosystem

Digital Media Trends

Current Privacy Framework doesn’t address ANY of this

(Brands not used to being responsible

for digital privacy rules)

Keys to being privacy-safe in a post-cookie world

Notice

Transparency

Choice

Data Segment Retention

Notice

Most privacy policies reference cookies and

browser settings

(including some app privacy policies)

Enhanced Notice may be the answer

“Third-parties use Advertising IDs….”

Transparency:

More important than ever

Transparency

A User SHOULD be able to determine that a StatID is

being utilized for ad targeting

• Browsers give users ability to see cookie

– Aspire to provide similar level of transparency

• Statistical ids are server based

– Creates the impression of “secret” tracking

• A User SHOULD be able to determine that a StatID is being utilized for ad targeting

• Note: transparency implies accountability

Choice:

How do you record opt-outs?

Reliability - Develop an opt-out mechanism that is at least as reliable as a first party cookie. Cross-Device Support - an opt-out on one device should be honored on all devices that are mapped to that device. Auditable – ensure that a third-party can reasonably determine that your opt-out is functioning properly.

Opt-out best practices

Data Segment Retention

The Right to be Forgotten

Sunset your digital Segments

Precise Location

Auto-Intender

Income / Age Range

Frequent SN Sharer

Questions?

alan@chapellassociates.com