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2011 Evidon, Inc. All Rights Reserved. 2011 Evidon, Inc. All Rights Reserved.
The Open Data Partnership Opens a Window Into Online Transparency
OMMA Social Media Insider Summit
2011 Evidon, Inc. All Rights Reserved.
67% of consumers believe they’ve lost control of their personal
information
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“…a legislative solution will surely be needed if industry does not step up to the plate.”- FTC Chair, Jon Leibowitz
Now is the Time
2011 Evidon, Inc. All Rights Reserved.
How We Got Here
FTC publishes Self-Regulatory Principles for OBA
2009
Cross-industry coalition defines Self-Regulatory Program
Report:
67% consumers feel they’ve lost control of their info
63% favor law to delete data used for OBA
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
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2011 Evidon, Inc. All Rights Reserved.
How We Got Here
Ponemon privacy study:
$600M in lost OBA spending
$39B in lost sales
Digital Advertising Alliance launches; Better Advertising (now Evidon) is first endorsed
Compliance reporting and enforcement begin
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
2010 2011
Evidon launches Open Data Partnership (ODP)
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2011 Evidon, Inc. All Rights Reserved.
DMA/BBB Enforcement Scheduled to Start Q1
What you need to do:
• License icon from DAA
• Networks, et al. – get listed on DAA opt-out page
• Get icon on every OBA ad/page
• Deliver notice and choice through icon
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2011 Evidon, Inc. All Rights Reserved.
Think “Nutritional Label for Ads and Sites”…
=
What it means:
OBA Compliant Trust Mark Build Brand
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2011 Evidon, Inc. All Rights Reserved.
Empowering Consumers
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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
Source: Better Advertising study with 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.
Icon click-rates average 0.003%; opt-out rates average 0.0001%
2011 Evidon, Inc. All Rights Reserved.
Protect Data across Your Sites
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Site NoticeClicking the icon reveals an overlay with information about each company collecting data on that page.
Users can learn more about those companies, adjust their preferences, opt out and more.
Site NoticeClicking the icon reveals an overlay with information about each company collecting data on that page.
Users can learn more about those companies, adjust their preferences, opt out and more.
Ad Choices
Powered by Evidon™
2011 Evidon, Inc. All Rights Reserved.
One Place to Manage Targeting Profiles
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The Open Data Partnership (ODP)
2011 Evidon, Inc. All Rights Reserved.
ODP—Collaborate for the Consumer!
• Unprecedented transparency and control
• Solutions providers integrate their data into the Evidon notice experience
• Consumers interact directly with each provider’s segmentation information in one easy-to-use portal
• Live now!
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2011 Evidon, Inc. All Rights Reserved.
Lotame’s Opt-Out Manager
• At Lotame, we pride ourselves on consumer transparency and choice.
• We don’t use personally identifiable information (name, address, phone number or social security number)
• We do collect demographic data and information regarding interests and online browsing behaviors from our network of publishing partners.
• These partner Web sites rely on Lotame technology to help create better advertising experiences for their visitors and continue to provide you with free or subsidized content and services.
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Lotame’s Opt-Out Manager
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Opt-Out Integration with Evidon
Lotame’s Opt-Out tool is already integrated with industry opt-out pages such as Evidon.
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Advertiser Tools
• Lotame enables advertisers to support consumer choice via In-Ad notices embedded in campaigns
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2011 Evidon, Inc. All Rights Reserved.
Publisher Programs and Tools
Lotame helps publishing partners to provide consumer choice by:
•Offering publishers a white-labeled version of our Preference Manager
•A pending Evidon integration which will enable publishers building audience segments with Lotame data to automatically supply enhanced notice for those audiences
•A partnership with Evidon through which publishers can adopt on-site enhanced notice using Evidon's solution
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2011 Evidon, Inc. All Rights Reserved.
Thank You.
http://opendatapartnership.com/
Scott [email protected]
Eric [email protected]