© 2017 Teavaro Limited Strictly Confidential 1

10 October 2017

Royal Society of Medicine, London

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Ben McDermott

Robert Bergmann

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Not all the effects of the data privacy regulations will be adverse to your business:

• Engine for change• Greater restrictions on customer data

• Reduced efficiency of audience-based (data) digital advertising

• Work/costs associated with compliance, e.g. processing data subject rights (access, erasure, etc.)

• Reputational damage

• Fines

• Taking back end-to-end control of data

• Efficiency of data use

• Focus on digital CRM

• Impacting publisher revenues

• Reducing advertiser choice

• Acceleration of digital strategies

• Adoption of more efficient processes

• Improved technology

• Improved management

• Removal of unnecessary data

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You have been asking questions in the following topics:

• What are GDPR & ePrivacy?

• What is compliance and how can it be achieved?

• What should we do in preparation for GDPR?

• How will the handling/sharing/transfer of data internally need to change?

• What data won't be available when GDPR starts?

• What documentation demonstrates compliance?

• How will the GDPR impact how we ask for consent to capture data?

• Do existing opt-in customers have to be contacted, to be re-permissioned?

• Can you explain what legitimate interests means for GDPR?

• What information needs to be provided to customers about data processing?

• What challenges do GDPR & ePrivacy pose for

digital marketing?

• What are the top 3 priorities for digital marketers?

• What is the likely impact on programmatic?

• How can we best prepare for GDPR with

regard to mobile and cross-device tracking?

• What is the biggest impact to a brand?

• What are the key themes for advertisers?

• What are best-in-class examples of brand's

proactively preparing for GDPR?

• How will GDPR change how publishers manage

their audience data?

• What impacts will GDPR have on programmatic

publishing?

• What are the restrictions on

sharing/ transferring data with

partners?

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You have been asking questions in the following topics:

• What are GDPR & ePrivacy?

• What is compliance and how can it be achieved?

• What should we do in preparation for GDPR?

• How will the handling/sharing/transfer of data internally need to change?

• What data won't be available when GDPR starts?

• What documentation demonstrates compliance?

• How will the GDPR impact how we ask for consent to capture data?

• Do existing opt-in customers have to be contacted, to be re-permissioned?

• Can you explain what legitimate interests means for GDPR?

• What information needs to be provided to customers about data processing?

• What challenges do GDPR & ePrivacy pose for

digital marketing?

• What are the top 3 priorities for digital marketers?

• What is the likely impact on programmatic?

• How can we best prepare for GDPR with

regard to mobile and cross-device tracking?

• What is the biggest impact to a brand?

• What are the key themes for advertisers?

• What are best-in-class examples of brand's

proactively preparing for GDPR?

• How will GDPR change how publishers manage

their audience data?

• What impacts will GDPR have on programmatic

publishing?

• What are the restrictions on

sharing/ transferring data with

partners?

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• Understand requirements under

GDPR and ePrivacy for your business area

• Training for all staff

• Involve C-Level and department

stakeholders

• Appoint DPO (if needed)

• Contact trade associations and DPAs

• Stay alert to updates

• Produce data inventory

• Review current data processes and

notifications

• Review suppliers and partners

• Review data processor contracts

• Perform risk analysis

• Update operational and legal documentation

(privacy policies, contracts, etc.)

• Maintain due diligence records and

procedures (DPIAs) for demonstration of

compliance

• Audit progress

• Review compliance possibilities

• Develop action plan

• Assign responsibilities and resources

• Upgrade technology

• Implement new processes and work

procedures

• Review compliance

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As marketers, your focus will be split between business and technical processes:

• Demonstrate / document compliance

• DPIAs, etc.

• Data Security – ‘Privacy by Design’

and ‘Protection by Design’, etc.

• Facilitation of Data Subject Rights

• Establish operational / governance framework – processes, practices and

policies, etc.• Key data protection principles and

requirements

• Data minimisation, purpose specification, retention limits, etc.

• Implementation of appropriate work controls, policies and procedures

• Resource provision

• DPO, etc.

• Customer contact and awareness

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With IDs being more closely managed at browser- and OS-level, and further regulatory considerations, a 1st party strategy provides solutions to digital challenges.

1st party ID & data strategy improves on current data sharing between ad tech solutions (DMPs, DSP,s and SSPs) that fall short of GDPR and ePrivacy compliance.

Using a “walled garden” model maintains end-to-end control ensuring that proprietary value is not undermined (as it is in the current ecosystem).

Adopting a “walled garden”

model can be limited by

media and audience reach.

Interconnection via business

and technical solution based

on user consent and mutual

business needs creates scale

for marketing efficiency.

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• Reach audiences

based on 3rd party

cookie identification

and syncing.

• Probabilistic matching

of customer

identification.

Established ecosystem.

Low precision / ID

match rate; not

compliant with

ePrivacy and GDPR;

fails user expectation.

• Huge opt in customer

based with tailored

audiences.

• Match own customer

data based on

common identifiers.

Audience & media

reach.

Lack of control for

publishers /

advertisers; no data

back; does not help

building proprietary

data assets.

• Offer proprietary

data solutions limited

to their customers,

(not interoperable).

• Significant GDPR /

ePrivacy challenges

for personal data use.

Protected ecosystem.

Proprietary; ties

strategy to single cloud;

duplicates data from

CRM systems; rejected

by some competition.

• Suitable mainly for

publisher interests.

• Creates complex

business setups with

possible GDPR /

ePrivacy compliance

issues.

(Attempt to) counter

FB/Google dominance.

Alliances with

competitors (complex

& conflicting interests).

• Drive users to own

media to build

proprietary ID graph.

• Partnerships with

brands and publishers

to increase audience

reach by consent.

Data control; network

effect through linking

ID graphs; GDPR /

ePrivacy compliance;

interoperability with

existing CRM systems.

Takes time and effort

to achieve results.

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GDPR / ePrivacylimiting use of 3rd party IDs and data

Smartphones & Social Mediareshaping the world of media

Programmatic & RTBconnecting Ad Networks

Ad Networks & Media Mediation

beginning of SSP and DSP

Channel-Specific Direct Ad Serving

Google & Facebook taking over 70% of online ad spend

Walled Gardens & Consortia to create audience scale and protect data assets

Attract more advertiser spend

Build stronger ties with advertisers

Improve yield

Build privacy-compliant proprietary

audience across owned and 3rd party media

(Marketing ID Graph), also enabling advertiser

customer IDs.

Link audience through clients’ permissions

across organisations (e.g. Walled Gardens,

Consortia, etc.) to build cross media and

device audiences (linking authenticated IDs).

Facilitate secure real-time data activation

from media providers and advertisers.

Enable cross media and device frequency

capping and ad sequencing via secure IDs.

Moving from channel specific media to audience buying.

Connecting Walled Gardens & Consortia

Use 1st party data more effectively

to improve marketing RoI

Take end-end-control of proprietary

data assets for marketing activation

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How we can help.

• Half-day training session focussed on digital marketing.

• Tailored sessions also available.

• Provided at London facility or training on premise.

• Training material and follow-up answers provided.

• Teavaro provides SaaS solutions for real-time privacy-

compliant data activation.

• We build cross-media and device audiences giving our

clients proprietary marketing IDs (ID graph).

• Works with existing CRM, big data, analytics solutions.

• Network effect connect audiences/ID graphs across

media and partners based on granular permission.

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Robert Bergmann, CEO & Co-Founder

M: +44(0)7782 324 970

E: robert@teavaro.com

Ben McDermott, Lead Consultant

M: +44(0)7876 197 397

E: ben@teavaro.com

Dr Dirk Rohweder, COO & Co-Founder

M: +4916097941361

E: dirk@teavaro.com

www.teavaro.com