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Private & Confidential Copyright TagMan 2012
Getting ePrivacy ready with Tag ManagementWebinar: March 2012
Introduction by:Nancy Marzouk CRO TagMan
Presented by:Anthony Mullen Senior Analyst Forrester Research Angus Glover Wilson Chief Privacy Officer TagMan
Tweet questions to:@tagman & cc: #privacy #dntrack if possible
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Private & Confidential Copyright TagMan 2012
Why Privacy Matters to Our Clients
Third party marketing tags ultimately control cookies and tracking for all of your marketing campaigns
Control of these tags is fundamental to compliance
TagMan gives clients
complete ‘Tag Control’
This client was unclear on
the tags served on their site
Cookie Audit
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Private & Confidential Copyright TagMan 2012
Today’s Agenda
The Issue: the Legal Imperative
Mindset Change is Needed
Top tips to get ePrivacy Ready
Why Tag Management is Part of the Solution
Q&A
#privacy #dntrack
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Private & Confidential Copyright TagMan 2012
The Issue: the Legal Imperative
Mindset Change is Needed
Top tips to get ePrivacy Ready
Presented by:Anthony Mullen Senior Analyst Forrester Research
#privacy #dntrack
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Reframing the Privacy Debate into Data Ownership and Transparency Initiatives Anthony Mullen, Senior Analyst
March, 2012
#tagman #forrester
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Too much information?
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Privacy - The Legal Imperative
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Privacy is making headlines for the wrong reasons
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pre 2009
2009 -2011
2012 - 2014 2015+
Covert
Advertising –
no real public
awareness
Maturing
Public
Awareness
Legislation &
Privacy 2.0
Greater
Automation &
Transparency
Eras of the Privacy Debate
Focus of this presentation
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2011 and 2012 are pivotal years for Privacy legislation
2009 -2011
2012 - 2014
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There are two privacy changes running in the EU
The Slow Train
Data Protection Directive (Revised)
The Fast Train
The EU ePrivacy Directive
May 2012
2014
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The EU Privacy Directive
• Applies to
• EU website operators
• Companies with a website domain registered
in the EU that target EU users.
• Only a few coun tries have offi cially enacted their
trans po si tions.
• The meaning of consent is being heavily debated
• It’s a directive and must be interpreted by member
states. This creates a complex compliance
environment for organisations operating across
Europe
Fin land• Con sent is required prior to cook ies being set,
but con sent can be expressed through browser settings
• Pri vacy poli cies should include details on how cook ies are used, the pur poses for which cookie infor ma tion is used, how and to whom the data will be shared, and whether the infor ma tion will be com bined with log-in information
• Pri vacy pol icy should include infor ma tion on how to man age cookies
• Pri vacy pol icy should be promi nently placed and be eas ily acces si ble and intel li gi ble to users
Esto nia• Express con sent is not required for the
use of cook ies; opt-out is sufficient • Notice must be pro vided prior to cook ies
being set. It is unclear how this require ment will be applied in practice.
• Pri vacy poli cies should include details on how cook ies are used, the pur poses for which cookie infor ma tion is used, how and to whom the data will be shared, and whether the infor ma tion will be com bined with log-in information
United King dom• Con sent is required, but there is no require
ment that con sent be prior to the set ting of the cookie. Browser set tings may be used to obtain con sent, but not in the cur rent form where cook ies are accepted by default.
• The ICO has issued guid ance that con sent may be obtained through var i ous means, includ ing terms of ser vice, pop-ups, and header/footer language.
May 26
2012
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The Data Protection Directive – two of many clauses
2014
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What’s happening in the US?
This week the Federal Trade Commission
released their final report on consumer privacy
The recommendations fall into three broad
categories
1. Privacy by Design
2. Simplified Choice for Businesses and Consumers
3. Greater Transparency
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Consumers have differing views based on geography and the type of data
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The four main types of personal data
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Consumers Concerns
about Data Sharing varies depending on
the type of data
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And trust levels vary depending on Geography
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Trust in offline Advertising is Higher
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Where are companies with this?
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Awareness and Ownership of the problem needs to be improved
IT is mostly left
holding the hot
potato (cookie!)
Many marketing
organisations have accrued a
mixed bag of cookies and are
unaware of what they are for
or how they are using the
data.
Regulated industries
are moving first –
others are just
beginning to move now.
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What tools are customers using to block advertising?
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There is already a broad set of tools to enable users to protect their privacy
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…but some of the Advertising Industry tools leave a lot to be desired.
FAIL
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Tools are also popping up on smartphones too
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What to do about it - ONSITE
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There is a business imperative to unlock consumer data
Legilsation focus
• EU Privacy Directive
• Data Protection Directive
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Re-engineer Privacy and T&C’s with the Customer Experience team
poor policies make a difference to trust and conversion
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In 2012 it’s essential to do a Cookie and Tag AuditMUST DO
1. Audit all cookies and tags on site.
2. Categorise cookies and tags
3. Look at what role each tag/cookie is playing
4. Work out how you will communicate to users
5. Fulfill 27 member state requirements for consent
6. Document everything you are doing to build your case
7. Listening to the press and consumers for crisis avoidance
GOOD TO START
8. Aggregate the data you have about a customer into one user interface
9. Push for logged-in approaches to overcome cookie limitations
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Testing, Navigation & Performance of the redesigned Privacy dialogue and Cookie Use
Undertake A/B comparisons of your
revised On Site approach
Be clear and controlled in your
addition of new Marketing services
Performance
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Design for Privacy and Transparency
Display complex implications graphically
Use progressive disclosure
Don’t use popups as band-aids
Educate
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Three different approaches to obtaining cookie acceptance
Source: BBC News, Debenhams, eBay
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Countering the Dropoff
Work on SEO
Consider use of analytics for dynamic navigation
Link building
Content Marketing
Make a compelling case for logged in approaches
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What to do about it - offsite
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Start speaking with your Ad Network about more than ROI and CTR
Check their membership of bodies (DAA/NAI/eTrust)
Ask how they differentiate from competitors with privacy?
Do they provide click through information to privacy and opt out
embedded on ads?
Do they merge PII and non PII for online behavioural targeting?
Consider what ad network sourced ads you are happy to run on
your property.
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eBay explain why they believe targeted ads benefit users
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Yahoo! provide users with details about the ads they’re seeing
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Facebook and Twitter Apps – some Privacy highlights
You will not directly or indirectly transfer any data
you receive from us with any ad network, ad
exchange, data broker, or other advertising or
monetization related toolset, even if a user consents
to such transfer or use
A user's friends' data/list can only be used in the
context of the user's experience on your application.
Ad creative may not contain user data received or
derived from Facebook, even if a user consents to
such use.
Ad text may not assert or imply, directly or indirectly,
within the ad content or by targeting, a user's
personal characteristics within the following
categories:
• Clearly disclose when you are adding location
information to a user's Tweets, whether as a
geotag or annotations data.
• Don't edit or revise user-generated content
delivered through the API (except due to
technical limitations)
• Should not use business names and/or logos in a
manner that can mislead, confuse, or deceive
users.
• Don’t add hashtags, annotations data, or other
content to a user's Tweet.
• Your advertisements cannot resemble or
reasonably be confused by users as a Tweet (no
use of ReTweet, Favorite, and Reply.)
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Marketers and Product Owners must spearhead the maturity of online
dialogue.
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Thank you
Anthony Mullen+44 (0) 20 7323 7733
[email protected]
www.forrester.com
@ant_mull
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Private & Confidential Copyright TagMan 2012
Why Tag Management is Part of the Solution
Presented by:Angus Glover Wilson Chief Privacy Officer TagMan
#privacy #dntrack
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Private & Confidential Copyright TagMan 2012
Tag Management & ePrivacy
Control of your tags is crucial to comply with privacy laws, guidelines and regulations worldwide
#privacy #dntrack
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Private & Confidential Copyright TagMan 2012
4 Key Areas TagMan supports
Tag/Cookie Audit
Opt-out and Do-Not-Track
Complete Tag Control
Expertise and Relationships
#privacy #dntrack
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Private & Confidential Copyright TagMan 2012
Tag/Cookie Audit
Involve the right teams – legal, tech, business
Understand what tags you’re running and why
Know what cookies they drop, how they work, what data they capture, what happens to that data, and why
Decide how ‘intrusive’ each is
Be prepared to act – understand the technical, business and privacy impact of removing any of the tags
#privacy #dntrack
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Private & Confidential Copyright TagMan 2012
Opt-out and Do-Not-Track
Various options to embed the TagMan opt-out
All Do-Not-Track visitors automatically opted out
You decide how to apply the opt-out to your tag/cookie activities
#privacy #dntrack
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Private & Confidential Copyright TagMan 2012
Complete Tag Control
You need control over ALL cookies
Only a full suite, enterprise TMS has the power to manage ALL tags
Only a full suite, enterprise TMS has the workflow controls to allow for compliant tag management
#privacy #dntrack
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Private & Confidential Copyright TagMan 2012
Expertise and Relationships
Global uncertainty prevails
Many stakeholders: gov’t, industry assocs, tech vendors, law firms, client marketing, client legal, client tech
TagMan is neutral, central partner
#privacy #dntrack
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Private & Confidential Copyright TagMan 2012
Q&A
Tweet questions to:@tagman & cc: #privacy #dntrack if possible
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Private & Confidential Copyright TagMan 2012
Thank you!
Connect with us:[email protected] @TagMan / @TagManPrivacy
Forrester@forrester / @ant_mull
Tweet questions to:@tagman & cc: #privacy #dntrack if possible