Online Behavioral Advertising (OBA) Legal & Regulatory Compliance
Online Behavioral Advertising (OBA) in EU from TRUSTe
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7/2/2013 1 Online Behavioral Advertising in EU CONFIDENTIAL 1 Online Behavioral Advertising in EU Improving Your Campaign Effectiveness Through Compliance Presented by: Ionel Naftanaila Rick Armstrong Project & Technical Manager, EDAA Product Marketing, TRUSTe July 2, 2013
description
Webinar on the online behavioral advertising (OBA) compliance & enforcement in the EU with insights into self-certification, third-party certification (approved certification providers & TRUSTe Seal) and EASA network (European Advertising Standards Association).
Transcript of Online Behavioral Advertising (OBA) in EU from TRUSTe
7/2/2013
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Online Behavioral Advertising in EU
CONFIDENTIAL 1
Online Behavioral Advertising in EU
Improving Your Campaign Effectiveness Through Compliance
Presented by:Ionel Naftanaila Rick Armstrong
Project & Technical Manager, EDAA Product Marketing, TRUSTe
July 2, 2013
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European OBA Self Regulatory Programme – An Overview
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• Ionel Naftanaila, PhD
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European Interactive Digital Advertising Alliance
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• Launched Oct. 2012• Manage self-regulatory
programme
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The Programme
• Consistent with the DAA, while taking into
account European environment
• Two differences:
– Obligations of web site operators
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– Obligations of web site operators
– Third-party certification is required
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Current status
• 200 signatories• 80 companies integrated on the Consumer
Choice Platform at www.youronlinechoices.eu (YOC)
• YOC translated in 24 languages, 29 countries. Visual & functional improvements
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• YOC translated in 24 languages, 29 countries. Visual & functional improvements planned.
• Licensing contracts (Icon & YOC) being currently signed with companies
• TRUSTe - Approved Provider
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Compliance & Enforcement
• Self-Certification (www.edaa.eu)
• Third-Party certification (Approved
Certification Providers) & Trust Seal
• EASA network (European Advertising
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• EASA network (European Advertising
Standards Association)
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Educational Campaign
• Winning concept of EACA student competition
• Starting in three markets in June:
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• Starting in three markets in June: UK, DE and IRL
• Donated inventory
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The Self-Regulatory Principles
1. NoticeA. Third Party Notice
1. Privacy Notice2. Enhanced Notice to Consumers
B. Web Site Operator Notice2. User choice
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2. User choice3. Data Security4. Sensitive segmentation5. Education6. Compliance and enforcement7. Review
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Global Leader in Privacy Management Solutions� 15 years of privacy experience
� #1 privacy brand & trustmark
� Robust technology infrastructure
Comprehensive Solution Suite
TRUSTe Overview
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� All online channels
� Leading global AdChoices provider (Serving Billions of Daily Impressions)
� Technology + Services + Certifications
Large / Loyal Customer Base� Over 5,000 clients
� Over 90% renewal rate
� Cross industry solutions
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TRUSTe EU Privacy Management Platform
EU Self Regulatory Solutions– TRUSTed Ads EU
TODAY’S TOPIC
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EU Privacy Directive Solutions– EU Cookie Audit
– TRUSTed Websites Consent Manager
Directive 2009/136/EC
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TRUSTed Ads—Approved Icon Provider of the EDAA
2009IAB UK’s Good Practice Principles for OBA released
April 2011IAB Europe introduced Self-Regulatory framework for OBA based on IAB UK Principles
October 2012EDAA officially launches
July 2013TRUSTe applies to be an EDAA Certification Provider
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June 2013EDAA names TRUSTe as an officially approved icon provider
July 2012EDAA names TRUSTe as a provisionally approved icon provider
TRUSTe is now an officially Approved Icon Provider of the European Interactive Digital Advertising Alliance (EDAA)
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TRUSTed Ads: A Snapshot
Online BehaviourallyTargeted Ad
(OBA)
Consumer
In-ad
Notice Presentation
Icon Serving
Preference Management
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ConsumerExperience
PlatformTools
TraffickingConsole
ComplianceReporting
OperationalReporting
OBA Database
Or
TRUSTe has served over half a trillion AdChoicesimpressions worldwide
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Consumer Privacy Research
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Consumer Privacy Perceptions
“How Often Do You Worry About Your Privacy Online?”
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Source: 2013 Q1 GB Consumer Confidence Index
88% Worry
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Business Impact
“I Avoid Doing Business with Companies who I do not Believe Protect my Privacy Online”
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91% AgreeSource: 2013 Q1 GB Consumer Confidence Index
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Consumer OBA Perceptions
Awareness of Online Behavioural Advertising
Favourability Toward OBA
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Believe PII Is Attached To Tracking Activity
UK Consumer Privacy Attitudes and Business Implicat ionsBASE: Total Qualified Respondents (n=1027)Q710 Are you aware that some advertisers and websites track your browsing activities and show you ads deemed relevant based on your browsing history? This is commonly referred to as Online Behavioural Advertising.Q715 How do you feel about Online Behavioural Advertising as described above?Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?
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Consumer OBA Perceptions
Agreement With Statements To Online Advertising
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Source: UK Consumer Privacy Attitudes and Business ImplicationsBASE: Total Qualified Respondents (n=1027)Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.. Harris Research, 2012
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Consumer OBA Perceptions
Consumer Perception of Advertisers
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Source: UK Consumer Privacy Attitudes and Business ImplicationsBASE: Total Qualified Respondents (n=1027)Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.. Harris Research, 2012
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TRUSTed Ads Consumer Flow: Advertisers
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A simple ad tag inserts the EDAA icon
1. If clicked the icon launches privacy notice inside the ad or goes directly to the EDAA (or TRUSTe) preference manager
2. Once the consumer lands on the EDAA (or TRUSTe) preference manager, he/she can opt out of selected tracking networks
3.
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TRUSTed Ads – Client Campaign Implementation
Simplicity
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Create new advertiser ID1. Enter the ad tag details2. Generate the ad tag 3.
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What Are Your Compliance Options
Do Nothing• Expose your company to possible lawsuits and
regulatory intervention.
• Risk losing business to compliant competitors.
• Invest significant capital and resources to build
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Build Your Own Solution
• Invest significant capital and resources to build custom compliance technology.
• Risk of not meeting self regulatory requirements.
Partner with anEDAA Approved Icon Provider, Like TRUSTe
• Cost effective
• Simple, scalable and flexible
• Full customer support & guidance
• Benefit from other customer learning’s
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Why You Should Implement the EDAA Icon
1. 2. 3.
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Industry Enforcing
Consumers Want It
Impact to Bottom Line
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Why TRUSTe is the Best Solution
1.Global Leader in
2.Scalable, Flexible 3.
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Global Leader in Privacy Management
Solutions
Scalable, Flexible Technology with Top-
Notch Support
3.Brand Power
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Contact Us Today
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Contact Us Today
EU Sales:Mikhail Nikitin
+44 (0) 203 626 [email protected]
