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

2. 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

3. 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

4. There is a Path Forward

5. 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
6881A07F9903AACE1B5BA FDC1DB0DA4E
OBA OPT-OUTS
DNT:0, DNT:1

6. 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)

7. 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