@chapell68 Alan Chapell President Privacy & Big Data “What Marketers Need to Know About Privacy” Chapell & Associates
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@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
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