Getting ePrivacy Ready Webinar featuring Forrester

Private & Confidential Copyright TagMan 2012

Getting ePrivacy ready with Tag ManagementWebinar: March 2012

Introduction by:Nancy Marzouk CRO TagMan

Presented by:Anthony Mullen Senior Analyst Forrester Research Angus Glover Wilson Chief Privacy Officer TagMan

Tweet questions to:@tagman & cc: #privacy #dntrack if possible


Why Privacy Matters to Our Clients

Third party marketing tags ultimately control cookies and tracking for all of your marketing campaigns

Control of these tags is fundamental to compliance

TagMan gives clients

complete ‘Tag Control’

This client was unclear on

the tags served on their site

Cookie Audit


Today’s Agenda

The Issue: the Legal Imperative

Mindset Change is Needed

Top tips to get ePrivacy Ready

Why Tag Management is Part of the Solution

Q&A

#privacy #dntrack


The Issue: the Legal Imperative

Mindset Change is Needed

Top tips to get ePrivacy Ready

Presented by:Anthony Mullen Senior Analyst Forrester Research

#privacy #dntrack

© 2012 Forrester Research, Inc. Reproduction Prohibited6 © 2009 Forrester Research, Inc. Reproduction Prohibited

Reframing the Privacy Debate into Data Ownership and Transparency Initiatives Anthony Mullen, Senior Analyst

March, 2012

#tagman #forrester


Too much information?


Privacy - The Legal Imperative


Privacy is making headlines for the wrong reasons


pre 2009

2009 -2011

2012 - 2014 2015+

Covert

Advertising –

no real public

awareness

Maturing

Public

Awareness

Legislation &

Privacy 2.0

Greater

Automation &

Transparency

Eras of the Privacy Debate

Focus of this presentation


2011 and 2012 are pivotal years for Privacy legislation

2009 -2011

2012 - 2014


There are two privacy changes running in the EU

The Slow Train

Data Protection Directive (Revised)

The Fast Train

The EU ePrivacy Directive

May 2012

2014


The EU Privacy Directive

• Applies to

• EU website operators

• Companies with a website domain registered

in the EU that target EU users.

• Only a few coun tries have offi cially enacted their

trans po si tions.

• The meaning of consent is being heavily debated

• It’s a directive and must be interpreted by member

states. This creates a complex compliance

environment for organisations operating across

Europe

Fin land• Con sent is required prior to cook ies being set,

but con sent can be expressed through browser settings

• Pri vacy poli cies should include details on how cook ies are used, the pur poses for which cookie infor ma tion is used, how and to whom the data will be shared, and whether the infor ma tion will be com bined with log-in information

• Pri vacy pol icy should include infor ma tion on how to man age cookies

• Pri vacy pol icy should be promi nently placed and be eas ily acces si ble and intel li gi ble to users

Esto nia• Express con sent is not required for the

use of cook ies; opt-out is sufficient • Notice must be pro vided prior to cook ies

being set. It is unclear how this require ment will be applied in practice.

• Pri vacy poli cies should include details on how cook ies are used, the pur poses for which cookie infor ma tion is used, how and to whom the data will be shared, and whether the infor ma tion will be com bined with log-in information

United King dom• Con sent is required, but there is no require

ment that con sent be prior to the set ting of the cookie. Browser set tings may be used to obtain con sent, but not in the cur rent form where cook ies are accepted by default.

• The ICO has issued guid ance that con sent may be obtained through var i ous means, includ ing terms of ser vice, pop-ups, and header/footer language.

May 26

2012


The Data Protection Directive – two of many clauses

2014


What’s happening in the US?

This week the Federal Trade Commission

released their final report on consumer privacy

The recommendations fall into three broad

categories

1. Privacy by Design

2. Simplified Choice for Businesses and Consumers

3. Greater Transparency


Consumers have differing views based on geography and the type of data


The four main types of personal data


Consumers Concerns

about Data Sharing varies depending on

the type of data


And trust levels vary depending on Geography


Trust in offline Advertising is Higher


Where are companies with this?


Awareness and Ownership of the problem needs to be improved

IT is mostly left

holding the hot

potato (cookie!)

Many marketing

organisations have accrued a

mixed bag of cookies and are

unaware of what they are for

or how they are using the

data.

Regulated industries

are moving first –

others are just

beginning to move now.


What tools are customers using to block advertising?


There is already a broad set of tools to enable users to protect their privacy


…but some of the Advertising Industry tools leave a lot to be desired.

FAIL


Tools are also popping up on smartphones too


What to do about it - ONSITE


There is a business imperative to unlock consumer data

Legilsation focus

• EU Privacy Directive

• Data Protection Directive


Re-engineer Privacy and T&C’s with the Customer Experience team

poor policies make a difference to trust and conversion


In 2012 it’s essential to do a Cookie and Tag AuditMUST DO

1. Audit all cookies and tags on site.

2. Categorise cookies and tags

3. Look at what role each tag/cookie is playing

4. Work out how you will communicate to users

5. Fulfill 27 member state requirements for consent

6. Document everything you are doing to build your case

7. Listening to the press and consumers for crisis avoidance

GOOD TO START

8. Aggregate the data you have about a customer into one user interface

9. Push for logged-in approaches to overcome cookie limitations


Testing, Navigation & Performance of the redesigned Privacy dialogue and Cookie Use

Undertake A/B comparisons of your

revised On Site approach

Be clear and controlled in your

addition of new Marketing services

Performance


Design for Privacy and Transparency

Display complex implications graphically

Use progressive disclosure

Don’t use popups as band-aids

Educate


Three different approaches to obtaining cookie acceptance

Source: BBC News, Debenhams, eBay


Countering the Dropoff

Work on SEO

Consider use of analytics for dynamic navigation

Link building

Content Marketing

Make a compelling case for logged in approaches


What to do about it - offsite


Start speaking with your Ad Network about more than ROI and CTR

Check their membership of bodies (DAA/NAI/eTrust)

Ask how they differentiate from competitors with privacy?

Do they provide click through information to privacy and opt out

embedded on ads?

Do they merge PII and non PII for online behavioural targeting?

Consider what ad network sourced ads you are happy to run on

your property.


eBay explain why they believe targeted ads benefit users


Yahoo! provide users with details about the ads they’re seeing


Facebook and Twitter Apps – some Privacy highlights

You will not directly or indirectly transfer any data

you receive from us with any ad network, ad

exchange, data broker, or other advertising or

monetization related toolset, even if a user consents

to such transfer or use

A user's friends' data/list can only be used in the

context of the user's experience on your application.

Ad creative may not contain user data received or

derived from Facebook, even if a user consents to

such use.

Ad text may not assert or imply, directly or indirectly,

within the ad content or by targeting, a user's

personal characteristics within the following

categories:

• Clearly disclose when you are adding location

information to a user's Tweets, whether as a

geotag or annotations data.

• Don't edit or revise user-generated content

delivered through the API (except due to

technical limitations)

• Should not use business names and/or logos in a

manner that can mislead, confuse, or deceive

users.

• Don’t add hashtags, annotations data, or other

content to a user's Tweet.

• Your advertisements cannot resemble or

reasonably be confused by users as a Tweet (no

use of ReTweet, Favorite, and Reply.)


Marketers and Product Owners must spearhead the maturity of online

dialogue.

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Anthony Mullen+44 (0) 20 7323 7733

[email protected]

www.forrester.com

@ant_mull


Why Tag Management is Part of the Solution

Presented by:Angus Glover Wilson Chief Privacy Officer TagMan

#privacy #dntrack


Tag Management & ePrivacy

Control of your tags is crucial to comply with privacy laws, guidelines and regulations worldwide

#privacy #dntrack


4 Key Areas TagMan supports

Tag/Cookie Audit

Opt-out and Do-Not-Track

Complete Tag Control

Expertise and Relationships

#privacy #dntrack


Tag/Cookie Audit

Involve the right teams – legal, tech, business

Understand what tags you’re running and why

Know what cookies they drop, how they work, what data they capture, what happens to that data, and why

Decide how ‘intrusive’ each is

Be prepared to act – understand the technical, business and privacy impact of removing any of the tags

#privacy #dntrack


Opt-out and Do-Not-Track

Various options to embed the TagMan opt-out

All Do-Not-Track visitors automatically opted out

You decide how to apply the opt-out to your tag/cookie activities

#privacy #dntrack


Complete Tag Control

You need control over ALL cookies

Only a full suite, enterprise TMS has the power to manage ALL tags

Only a full suite, enterprise TMS has the workflow controls to allow for compliant tag management

#privacy #dntrack


Expertise and Relationships

Global uncertainty prevails

Many stakeholders: gov’t, industry assocs, tech vendors, law firms, client marketing, client legal, client tech

TagMan is neutral, central partner

#privacy #dntrack


Q&A



Thank you!

Connect with us:[email protected]@TagMan / @TagManPrivacy

Forrester@forrester / @ant_mull


Getting ePrivacy Ready Webinar featuring Forrester

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Transcript of Getting ePrivacy Ready Webinar featuring Forrester