Scott meyer

2011 Evidon, Inc. All Rights Reserved. 2011 Evidon, Inc. All Rights Reserved.

The Open Data Partnership Opens a Window Into Online Transparency

OMMA Social Media Insider Summit

2011 Evidon, Inc. All Rights Reserved.

67% of consumers believe they’ve lost control of their personal

information

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2011 Evidon, Inc. All Rights Reserved. 3

“…a legislative solution will surely be needed if industry does not step up to the plate.”- FTC Chair, Jon Leibowitz

Now is the Time


How We Got Here

FTC publishes Self-Regulatory Principles for OBA

2009

Cross-industry coalition defines Self-Regulatory Program

Report:

67% consumers feel they’ve lost control of their info

63% favor law to delete data used for OBA

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

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How We Got Here

Ponemon privacy study:

$600M in lost OBA spending

$39B in lost sales

Digital Advertising Alliance launches; Better Advertising (now Evidon) is first endorsed

Compliance reporting and enforcement begin

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR

2010 2011

Evidon launches Open Data Partnership (ODP)

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DMA/BBB Enforcement Scheduled to Start Q1

What you need to do:

• License icon from DAA

• Networks, et al. – get listed on DAA opt-out page

• Get icon on every OBA ad/page

• Deliver notice and choice through icon

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Think “Nutritional Label for Ads and Sites”…

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What it means:

OBA Compliant Trust Mark Build Brand

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Empowering Consumers

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76% want to see all companies involved in targeting an ad to them

57% feel more positive towards transparent brands

67% feel more positive towards brands that give them control, including opt out

36% more likely to buy from transparent brands

Source: Better Advertising study with Dynamic Logic, “Consumer Interactions with In-Ad Notice,” November 3, 2010. Study surveyed 1,600 respondents who experienced Better Advertising ad notice through one of four brands representing different sectors.

Icon click-rates average 0.003%; opt-out rates average 0.0001%


Protect Data across Your Sites

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Site NoticeClicking the icon reveals an overlay with information about each company collecting data on that page.

Users can learn more about those companies, adjust their preferences, opt out and more.

Site NoticeClicking the icon reveals an overlay with information about each company collecting data on that page.

Users can learn more about those companies, adjust their preferences, opt out and more.

Ad Choices

Powered by Evidon™


One Place to Manage Targeting Profiles

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The Open Data Partnership (ODP)


ODP—Collaborate for the Consumer!

• Unprecedented transparency and control

• Solutions providers integrate their data into the Evidon notice experience

• Consumers interact directly with each provider’s segmentation information in one easy-to-use portal

• Live now!

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Lotame’s Opt-Out Manager

• At Lotame, we pride ourselves on consumer transparency and choice.

• We don’t use personally identifiable information (name, address, phone number or social security number)

• We do collect demographic data and information regarding interests and online browsing behaviors from our network of publishing partners.

• These partner Web sites rely on Lotame technology to help create better advertising experiences for their visitors and continue to provide you with free or subsidized content and services.

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Lotame’s Opt-Out Manager

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Opt-Out Integration with Evidon

Lotame’s Opt-Out tool is already integrated with industry opt-out pages such as Evidon.

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Advertiser Tools

• Lotame enables advertisers to support consumer choice via In-Ad notices embedded in campaigns

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Publisher Programs and Tools

Lotame helps publishing partners to provide consumer choice by:

•Offering publishers a white-labeled version of our Preference Manager

•A pending Evidon integration which will enable publishers building audience segments with Lotame data to automatically supply enhanced notice for those audiences

•A partnership with Evidon through which publishers can adopt on-site enhanced notice using Evidon's solution

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Thank You.

http://opendatapartnership.com/

Scott [email protected]

Eric [email protected]

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Scott meyer