Solving the Audience Recognition Crisis in Mobile James Lamberti, GM and VP of AdTruth Ed Chater, VP of Media Operations Somo Ltd.

Audience Recognition Crisis Firefox is evaluating blocking (30% of desktop traffic globally) 3rd party cookies. Today, Marketers are blind to 40% of their audience. For the remaining 60%, cookies last only 4 days on average. Apple’s Safari does not support 3rd party cookies. On mobile phones and tablets, (50% of today’s Internet traffic) cookies don’t work. Sources: comScore, Business Insider State of the Industry Report March 2013, AdTruth Research and Analysis

Privacy Concerns are GrowingCncerns are Growing 72% of Smartphone users are more concerned about their privacy on smartphones than one year ago Source: TRUSTe Privacy Index 2013 Consumer Confidence Edition

There is a Path Forward

How Device Recognition Technology Works Anonymous Data Points are Gathered Recipe Engine DeviceInsight ID Server Side Library 40 character SHA1 hash ID Client Side Collector 6881A07F9903AACE1B5BA88162673FDC1DB0DA4E OBA OPT-OUTS DNT:0, DNT:1

The Right Approach: Privacy by Design Probabilistic Anonymous Identifier Privacy by Design Data Secure Client Controlled On-Premise Solution NO Tags NO Data NO Residue No Personally Identifiable Information (PII)

Probe Carefully! Recognition vs. Fingerprinting Device Recognition NOT “Device Fingerprinting” Flexible Design Limited Access and Collection Non-Invasive, Passive Observation Recognize, NOT Permanently or Uniquely Identify