agenda21 eu cookie seminar - dominic trigg - rocket fuel
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Rocket Science for Digital Advertising
Our concern for Privacy
Dominic Trigg
Outline Building on the Information of my distinguished colleagues
Rocket Fuel and why privacy is important
Privacy Landscape of Behavioral Networks – Rocket Fuel’s Perspective
UK Cookie Law
International Privacy Insights
Our Approach to this
Rocket Fuel, Inc.Rocket Science for digital advertising
» Founded: 2008» People: 167 » Offices: 11» Data centers: 5 (US, Europe, Asia)» Customers: 709» Campaigns: 1,849» Revenues: $44.5M in 2011» Growth: > 2.7x revenue growth every year
Technology company driving outstanding results for digital marketers
97%
83%
92%
64%33%
54%
Exchanges now allow reach of billions of consumersSo Privacy has become a worldwide issue for us
We buy audience via a huge numbers of networks and sites So Privacy concern translates into a Europe wide issue for us
AdExchange
Global Exchange Partner Sample
Market Example Data Provider
United Kingdom
Germany
The Netherlands
France
Data providers come in all shapes and sizes in Europe Using Data Providers that are trustworthy is absolute necessity
Privacy Landscape of Behavioural NetworksRocket Fuel’s Perspective
Clearly, Privacy Now Has AttentionSpectacular Missteps have raised sensitivity
Behavioural Networks are right in the middle of itTherefore, we believe
Consumers want better targeted advertising
Data is necessary to better target ads
Better targeted ads improve conversion and benefit businesses
Increased message relevancy, driven by advanced data usage and capture, improves the overall consumer experience.
Consumer privacy is important and has to be respected but content needs to be paid for.
Transparency is essential
Privacy PrinciplesBuilding blocks to identify actionable strategies
Education Transparency Consumer Control
Data Security Material Changes Sensitive Data
Accountability
Offering Consumers a ChoiceEducation
Educate consumers and businesses about OBA and Privacy
Explain user data collection and describe how consumer choice and control may be exercised
Offer consumers a simple way to control what information is shared
Informing Consumers about what happens and give them controlTransparency and Consumer Control
Enhanced notice link Companies should give clear, meaningful and prominent notice on their data collection,
sharing, and use practices
First and third party responsibilitiesConsumers choice whether their data is collected, used and transferred Ability given to users on website or within ad unit
Most importantly are Trust in proper Stewardship of DataData Security
Implement reasonable safeguards to protect data that is collectedRetain data only as long as necessary to fulfill a legitimate business need“Anonymise” any personally identifiable information
Rocket Fuel’s data retention policy
keeps consumer data for 30 months
Other Important but less defined PrinciplesMaterial Changes, Sensitive Data and Accountability
Material Changes Opt-In for Sensitive Data
Accountability
• Recognize that privacy concerns are real and create new responsibilities for every digital player’s handling of data
• Children, especially young children
• Collection of financial account information, prescriptions, or medical records
• Develop and implement policies and programs to adhere to the principles
• Involves systematic or random monitoring of programs for compliance
UK Cookie Law
Protecting Consumer Rights - UK
UK Interpretation
Cookie DirectiveBreaking down the UK Cookie Law
»Deadline: May 2012»Disclose collection and use of data»Opt out option for behavioral advertising.»ICO made suggestions for third party cookie providers
Make efforts to take Confusion Out Of Cookie DirectiveWhat is Rocket Fuel doing?
» We now serve every behaviorally targeted ad with the Ad Choices icon
International Privacy Insights
A European DAA
• The “Your Choices” Program• Provides transparency about OBA data collection
and usage across the EU organized by the IAB UK.• It is based on a framework published by European
Advertising Standard Associations (EASE) and supported by the European IAB. • Implemented in 22 European countries, including
Western Europe & The Baltics • Rocket Fuel is a registered member of the Your
Choices program and is compliant with data transparency and collection rules
European Union Privacy Directive Background
European Union E-Privacy Directive 2002/58/EC • Passed July 2002, amended December 2009• Requires user consent to be obtained for information stored or
accessed on user’s terminal equipment• Prior to obtaining consent, users must be provided with clear
information about the purpose of the storage or access• Member states initially given implementation deadline of May 2011• European Commission recently updated implementation deadline to
June 2012
EU Privacy Directive Requirements• Requires user consent, suggests users must Opt In to cookie storage• Applies directly to first parties (publishers), suggests some responsibility
for third parties• Doesn’t apply to “strictly necessary'” cookies ( Ecommerce , enhanced
experience)
EU Member States That Have Acted
Member State
Legislative Status
Details Opt In / Opt Out
Implementation Options
Enforcement
UK Cookie Law passed 5/25/2011, parties have 1 year to comply
1st/3rd party cookie provider must prove user consent
Opt In • Site Notification• Site Header/Pop-
Up
Enforcement Begins 5/26/2012
Germany Legislation drafted but is farthest from implementation
Explicit consent required, implementation requirements being debated
Opt In • Site Notification• Site Header/Pop-
Up
Unknown
Netherlands Upper house of Dutch Senate yet to ratify
1st/3rd party cookie provider must prove user consent
Opt In • Site Notification• Site Header/Pop-
Up
7/1/2012 if ratified
Denmark Awaiting implementation of draft bills
Consent via browser settings
Opt In • No Action Taken Unknown
Finland Finnish parliament implemented in 2011
Consent via browser settings
Opt In • No Action Taken N/A
Rocket Fuel’s Approach
We are careful and conscious of how we transfer data across bordersWe ensure that direct publishers and exchanges we obtain inventory from are 100% compliantWe provide all users with a second opportunity to opt out when third party cookies are being servedWe work with the third party OBA vendor Evidon to ensure OBA icon is serving correctly, in line with all regulationsWe maintain the ability to work with any third party ePrivacy vendor that any client requires
Conservative and Responsible on Behalf of Our AdvertisersRocket Fuel applies the following to every campaign
Interpretations of Business ConsequencesRocket Fuel’s estimate of impact based on strategy chosen
The E-Privacy Directive is ambiguous on how and when user consent is to be collected. Possible interpretations include:
Option Opt In/Opt Out? Technology Cookie Loss
No Action Taken Opt Out Web Browser 0%
Ad/Your Choices Notification
Opt Out NAI/DAA/Evidon/Rocket Fuel
2%
Website Notification
Opt Out Site Message 10%
Site Header/Pop-Up
Opt In Accordion Header/Pop-Up
50%
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