VP of Marketing | TRUSTe
I recently attended the ANA Masters of Marketing Conference in Phoenix Arizona this month – TRUSTe was excited to sponsor and attend this great event which brought together a phenomenal list of speakers and attendees from the best brands in the world. Aside from great presenters like Facebook’s Sheryl Sandberg and author/NY Times columnist Thomas Friedman, one of my favorite moments came during ANA President Bob Liodice’s opening remarks when he reviewed the ten principles outlined in the ANA Marketers’ Constitution. The first principle is “Marketing must become increasingly targeted, focused and personal.” Bob went on to share how marketing professionals must proactively address consumer privacy concerns in order deliver increasingly targeted, focused, and personal marketing programs. He pointed out how the DAA Online Behavioral Advertising (OBA) self-regulatory program enables marketers to take advantage of targeted advertising while addressing consumer and regulatory concerns. Read more “TRUSTe Powers Trusted Marketing – ANA Masters of Marketing Conference”
Director of Product Management | TRUSTe
Last week I had the pleasure of speaking at the OMMA Global Event held in NYC with Jason Shulman, VP of Ad Sales at Adap.tv. Almost 150 people attended the session, with representatives from all sides of the ad ecosystem, including agencies, publishers and intermediaries.
The focus of our discussion was two-fold:
1) AdChoices/self-regulation evolution
2) AdChoices experience extension to other mediums, specifically video advertising.
It was an extremely engaged audience, and below I’ve included some highlights of our discussion:
1. Self-Regulatory/AdChoices evolution
In the past couple of months various pundits have claimed that this self-regulatory initiative won’t work or that its adoption rate will be too slow, relegating it to a “lipstick on the privacy pig” effort. Others called it a great first step toward addressing the consumer privacy equation and pointed to its growth as a success metric (3% on all display ads back in May versus 11% last month). Read more “Self-Regulation Meets Video Advertising at OMMA Global”
VP Business Development | TRUSTe
This week our TRUSTe team spread out across New York City for Advertising Week 2011 festivities. One of the highlights for me personally was AdMonsters OPS 2011, where I had the pleasure of participating in a panel discussion about ad privacy. The panel was moderated by Rob Beeler (VP of Content at AdMonsters), and included Ashkan Soltani (Independent consultant and principal researcher for the WSJ’s “What they Know” series), and Stephen Kline (Senior Counsel at Omnicom Media Group).
Three important themes emerged during our panel conversation:
1) Re-Defining Privacy: First, the panelists seemed to all agree that while it is important for the ad ecosystem to participate in the DAA’s self-regulatory program, an ‘icon regime’ is only a first step in addressing ad privacy issues. Privacy issues are a sub-set of a company’s data practices and data management program (how data is collected, used, and distributed). Therefore, beyond providing consumer privacy notification, it is increasingly critical for brands and platforms to address their broader data practices and privacy risk in their technology. This is something we are starting to call “Data Privacy” (vs. “consumer privacy”).
2) Data Privacy As A Competitive Advantage: Proactively addressing consumer privacy issues through enhanced notices, icons, and opt-outs will help keep a brand or ad platform out of hot water and reduce risk. However, as Stephen pointed out, demonstrating good data privacy can also help win new clients and actually help build a business. For example, if a platform (e.g., ad server, DSP, exchange, etc.) can demonstrate in detail that its platform is safely collecting and using data, it is more likely for the brand, agency, or trading desk to use that platform’s technology over competitors and to build a deeper relationship (e.g., moving valuable, proprietary first-party data on to the platform). Read more “AdMonsters OPS Conference Goes Under the Hood”