1 / 56

Privacy Debate: Urgent Issue or Industry Hype?

Privacy Debate: Urgent Issue or Industry Hype?. Alan Chapell. Getting Better all the time. Bridging the gap @Chapell68. Can’t get no worse. Traditional Privacy-speak…. Privacy is about trust. Traditional Privacy-speak…. Privacy is building brand equity. Traditional Privacy-speak….

hadley-emerson
Download Presentation

Privacy Debate: Urgent Issue or Industry Hype?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Privacy Debate: Urgent Issue or Industry Hype? Alan Chapell Getting Better all the time Bridging the gap @Chapell68 Can’t get no worse

  2. Traditional Privacy-speak… Privacy is about trust

  3. Traditional Privacy-speak… Privacy is building brand equity

  4. Traditional Privacy-speak… Privacy doing the right thing

  5. Privacy strategy is changing

  6. Privacy is about control

  7. Privacy is about market share

  8. Privacy is gerrymandering rules

  9. DNT = Control, Market share + privacy (maybe)

  10. Mozilla Video

  11. Satirical

  12. Consumer Education?

  13. Independent contest?

  14. The Problems with DNT

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

  16. First Parties are virtually immune from the DNT signal

  17. First party immunity to DNT is important

  18. Who does DNT negatively impact?

  19. Networks, platforms, exchangesMid and long-tail publishersAd AgenciesConsumers

  20. Networks, platforms, exchangesMid and long-tail publishersAd AgenciesConsumers

  21. Networks, platforms, exchangesMid and long-tail publishersAd agenciesConsumers

  22. Premium Publishers 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

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

  24. Networks, platforms, exchangesMid and long-tail publishersAd agenciesConsumers

  25. Do consumers understand the tradeoffs of DNT?

  26. Do consumers understand what DNT means?

  27. Usually, message clarity is paramount

  28. “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

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

  30. Let’s recap

  31. 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

  32. about do not track

  33. Regulators and privacy advocates are supposed to care about competition

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

  35. Why is that?

  36. 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?

  37. Cynical Explanation

  38. Fewer Marketplace participants means fewer companies to enforce

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

  40. Why should agencies care?

  41. Are you running a trading desk?

  42. Are you interested in ad metrics?

  43. Are you frequency capping?

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

More Related