Privacy Debate: Urgent Issue or Industry Hype? Getting Better all the time Can’t get no worse Bridging the Alan Chapell

Privacy is about trust Traditional Privacy-speak…

Privacy is building brand equity Traditional Privacy-speak…

Privacy doing the right thing Traditional Privacy-speak…

Privacy strategy is changing

Privacy is about control

Privacy is about market share

Privacy is gerrymandering rules

DNT = Control, Market share + privacy (maybe)

Mozilla Video

Satirical

Consumer Education?

Independent contest?

The Problems with DNT

DNT gives browsers (and others) more power How will power be used?

First Parties are virtually immune from the DNT signal

First party immunity to DNT is important

Who does DNT negatively impact?

Networks, platforms, exchanges Mid and long-tail publishers Ad Agencies Consumers

Networks, platforms, exchanges Mid and long-tail publishers Ad agencies Consumers

Not as reliant upon third-party tracking for revenues Replace some non-PII tracking info with PII User registration in exchange for content Would benefit from demise of long-tail Premium Publishers

Lower CPMs / ad revenues Some (many?) will stop publishing Tracking is CRITICAL to the mid and long-tail

Networks, platforms, exchanges Mid and long-tail publishers Ad agencies Consumers

Do consumers understand the tradeoffs of DNT?

Do consumers understand what DNT means?

Usually, message clarity is paramount

“Ask websites not to track me” No definition of tracking – Could include frequency capping, analytics, and other ad serving functions Its not the websites who are doing the tracking No mention of advertising supported content

Is information collection only by the large and powerful good for privacy?

Let’s recap

Do Not Track Few (if any) restrictions on first party tracking Additional power in hands of browsers and user agents No requirement that browsers and user agents clearly communicate DNT functionality Little agency or mid to long-tail publisher involvement No interest in understanding economic impact Further consolidation of digital media, few privacy gains

about do not track

Regulators and privacy advocates are supposed to care about competition

But few are openly talking about consolidation in the context of privacy

Why is that?

WHY? Defining or quantifying tracking harms is difficult Half-truth - brand risk already regulates first parties Go after small and then focus on large (eventually) – Gives the impression that you’re ‘doing’ something – What problem are we solving?

Cynical Explanation

Fewer Marketplace participants means fewer companies to enforce

Big fines make headlines …. And sometimes, make political careers

Why should agencies care?

Are you running a trading desk?

Are you interested in ad metrics?

Are you frequency capping?

Fewer media buying options + Programmatic buying + diff rule set for larger entities = ???????

What can YOU do? Evaluate whether this will impact your business Innovate – or at least support those who are Self-police via the DAA / NAI Programs Engage in the DNT discussions Develop your own privacy resources… and “no,” having a single privacy person in huge agency holding company probably ain’t enough

Panel Questions

Why can't the industry associations just provide a one size fits all privacy policy for the agencies so we can move beyond all this stuff?

We're erring on the side of caution so are requiring all of our vendors to be DNT compliant by the end of the year? Good idea?

What do we say when our largest client doesn't want us to participate in the self-reg program (or privacy standards in general)?

Privacy Debate: Audience Questions? Marc Groman Network Advertising Initiative Omar Towakal Alan Chapell Chapell &