Privacy: Pain or Asset? Can We Make Seriously Important

Lemonade From The Privacy Lemon?

Privacy: Pain or Asset? Can We Make Seriously Important

Lemonade From The Privacy Lemon?Ashlen Cherry, Americas Privacy Officer, Dell

Grace Liau, SVP, VivaKiScott Meyer, CEO, Evidon

Ashlen Cherry, Americas Privacy Officer, DellGrace Liau, SVP, VivaKi

Scott Meyer, CEO, Evidon

Time to Get with the ProgramWhat you need to do:• License icon from DAA (aboutads.info)

• Networks, et al. – get listed on DAA opt-out page

• Get icon on every OBA ad/page

• Deliver notice and choice through icon

Compliance status letters being sent by the CBBB and the DMA

FTC is taking action against companies now

Can Privacy Pay?I believe there is an opportunity for companies that address the issue head-on with customers to differentiate themselves in a manner that reinforces a position of customer-centricity and openness. Call it customer service if you will…

Mike Bloxham,Trendline Interactive

“Transparency Is The New Green”Mediapost Online Media Daily, 5/16/11

Best-Practices Privacy NoticeSite NoticeIn Ad Notice

People Prefer Transparent Brands

76% want to see all companies involved in targeting an ad to them

57% feel more positive towards transparent brands

67% feel more positive towards brands that give them control, including opt out

36% more likely to buy from transparent brands

Opt-out rates average 0.0001%

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.