Privacy vs. Digital Marketing · Marketing Digital Marketing 101—Crossing the Channels 12...
Transcript of Privacy vs. Digital Marketing · Marketing Digital Marketing 101—Crossing the Channels 12...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lynsey Sayers | Legal Counsel, Adobe
Vinay Goel | Product Privacy Manager, Adobe
Privacy vs. Digital Marketing Bridging the Gap May be Easier Than You Think!
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
“Part of what confuses people in times of
upheaval is that you're getting so many
different points of view and directions and so
and so, how to do this and do that. And a lot
of it is written in a language that honestly
most people cannot understand.”
Alice Walker
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“Peace cannot be kept by force. It can only
be achieved by understanding.”
Albert Einstein
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What We'll Cover
4
Digital Marketing 101
Targeting
Retargeting
How it all Works
Privacy Considerations for Digital Marketing
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Digital Marketing 101—Who am I? Who are the Parties?
5
First Party
Vendor • E.g. Data Aggregator
or Advertising Partner
001011100100101
00101010101 Audience
Data
Service
Provider • E.g. Analytics
Third-Party
Audience Data
First
Party
Third Party
0010111001001010
0101010101
Advertiser
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Consume
r
Pixel
Tag
Digital Marketing 101—Ad Delivery Basics
6
www.headlines-news-website....
HTML Tag
“Include an Ad in
this location on
the Web page”
Ad Creative
Pixel Tag
Generated by the Ad Server; provides instructions to collect
information such as ad views, or the
consumer's browser, operating
system, date/time, etc. for Ad
Reporting purposes
HTML Tag
Pixel
Tag Web Server Ad Server
Ad Delivery
0010111001
001
0100101010
101
Service Provider Ad Reporting
00101110010
01
01001010101
01
00101110010
01
01001010101
01
Headlines
News Website
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Digital Marketing 101—Who is Who in Online Advertising?
7
Demand-Side
Platform (DSP)
Supply-Side
Platform (SSP)
Real-Time Bidding
(RTB)
Real-Time Bidding
(RTB)
Data
Managemen
t Platform
(DMP)
Third-Party
Data Provider
Ad Network
Ad Exchange
Publisher Advertiser
Real-Time Bidding
(RTB)
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
AdChoices Example
9
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www.geometrixx.com
Targeting and Retargeting—Examples
10
Demographic
Targeting Offer based on
demographics /
location
Behavioral
Targeting Items to consider
based on
previous
searches the
consumer
conducted Contextual
Targeting Product
suggestions related
to the items or
keywords on the
page (shorts)
Geometrixx
Customer
Relationship
Managemen
t (CRM) 0010111001
0010100101
010101
Data
Onboarding
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Targeting and Retargeting—Examples
11
Consumer
Did not purchase the item
(shorts) on the Geometrixx
website
www.headlines-news-website....
Retargeting Geometrixx ad for
shorts on another
website
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Multi-
Channel
Marketing
Digital Marketing 101—Crossing the Channels
12
Omni-Channel
Marketing
Geometrixx
Marketing Campaign
Website (site,
ads, and
social)
Mobile (web, apps,
ads and social)
Retail
Consumer purchases item
at local store after
researching item online
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Privacy Considerations for Digital Marketing
13
Notice
Choice
Self-Regulatory Guidelines
Digital Advertising Alliance (DAA)
Network Advertising Initiative (NAI)
Do Not Track (DNT)
1st Party vs 3rd Party
Cookies
Requirements for Advertising Partners / Third Parties
Protecting my data
Use of third party data
Require Partners provide notice & choice
Cross-Device / Cross-Channel Stitching
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conclusion: Speak the Same Language & Bridge the Gap
14
Almost all websites collect data—If you don’t know what you collect, find
out
Advertising ecosystem is ever-evolving: Don’t be afraid to ask what terms
mean
Significant push from marketers to connect data across devices and
channels
Resources:
Glossaries
http://www.iab.net/wiki/index.php/Category:Glossary
http://www.iab.net/media/file/GlossaryofInteractivAdvertisingTerms.pdf
http://www.liesdamnedlies.com/2008/06/online-advertis.html
http://www.networkadvertising.org/understanding-online-advertising/glossary
Self-Regulatory Frameworks
http://www.dmaresponsibility.org/Guidelines/
http://www.aboutads.info/participants
http://www.lumapartners.com/resource-center/lumascapes-2/
http://www.iab.net/guidelines/508676/tscs3
http://www.futureofprivacy.org/resources/best-practices/
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