Online behavioural

advertising

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Personally Identifiable Information

Data in advertising

Why do people care?

Bob

• Good income

• Married with family

• Wants to buy a mid-sized sedan

$40 CPM

Email

News

Sport

Extreme ironing

$0.30 - $2CPM VALUE

GAP

Who wants to make money from this?

What data are we talking about?

Geo + Demo

Lifestyle, interests, hobbies

Past purchases

Intent

Where do they get their data?

1st Party 3rd Party

Cookies and beacons

The amount of tracking varies by publisher

What do people think about this?

“When an ad is targeted properly, it

ceases to be an ad, it becomes

important information”.

David Moore, Chairman, 24/7 Real Media

“… the fastest growing business on

the internet is the business of

spying on internet users”.

What is a fair exchange of data?

Sports website

“Sports fan”

The advertising industry should agree some

rules

Self

Regulation Transparency

Opt out /

management

Evidon are one organisation powering this in

the US

Currently the targeting is a bit like this

Is the data important?