managing privacy maximizing data in affiliate marketing alan chapell
DESCRIPTION
Affiliate marketing thrives on valuable data, such as lead gen, email marketing and campaign results/statistics. Privacy, data and security issues are critical today, especially in an industry where valuable data is a competitive advantage.Alan Chapell, President, Chapell & AssociatesTRANSCRIPT
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MANAGING PRIVACY & MAXIMIZING DATA IN AFFILIATE MARKETING
Gary Kibel
Partner
Davis & Gilbert LLP
212.468.4918
Alan ChapellJD, CIPPChapell & [email protected]
Compliance issues
Privacy Issues
Behavioral Marketing Challenges
Today’s Agenda
Compliance
Building a safe network is an investment
If you build it, they will come…
(Or at least it gives you a shot)
The need for sacrifice is not limited to Networks
Publishers may need to take a hit too
And don’t forget Advertisers…
Variance in structure make “one-size-fits-all”
solutions difficult
Identify the really bad guys early
Whitelist or blacklist?
Authentication
Addressing Commonalities around fraud 10 day Commission payouts
Obfuscated traffic
Misrepresented traffic sources
Compliance Checklist
Network employees may not act as affiliates on that same Network
Train employees, publishers and advertisers as a value add.
Hire a compliance or privacy officer.
Monitor the network and search for irregularities
Building a culture of compliance
Privacy
Legal instrument vs. consumer friendly document
Who is collecting / using / sharing consumer information?
Bankruptcy / Merger clause
Mobile and Privacy
Privacy Policies
Behavioral Mkt
Traditional DM rules don’t apply here.
If you are targeting ads online, you are doing behavioralPulling offline data and using it online
IAB vs. NAI vs. FTC view
Definitions
Don’t try to be cute with the rules...
So you want to enter behavioral?
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QUESTIONS / DISCUSSION
Gary Kibel
Partner
Davis & Gilbert LLP
212.468.4918
Alan ChapellJD, CIPPChapell & [email protected]