AdChoices - Our Experience
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Presented by Tim Sleath, business manager global data & targeting for Exponential, at the IAB AdChoices Forum in May 2012
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AdChoices - Our Experience
- 1. ADCHOICES - OUR EXPERIENCE MAY 2012
- 2. ADCHOICES - OUR EXPERIENCE • Industry Awareness • What we implemented • Issues we’ve uncovered • Usage Rates • Suggestions WWW.TRIBALFUSION.COM PAGE 2
- 3. QUICK RECAP WWW.TRIBALFUSION.COM PAGE 3
- 4. WHAT IT IS • Self-regulatory • Same approach across Europe & US • Comes into full effect July 1st 2012 • Focused on advertising/targeting • A huge step forward! WHAT IT ISN’T • The Law – Disjointed across EU – Comes into effect 2011-2013 (25th May in UK) – Affects all cookies WWW.TRIBALFUSION.COM PAGE 4
- 5. INDUSTRY AWARENESS WWW.TRIBALFUSION.COM PAGE 5
- 6. DO YOU KNOW WHAT IS THIS? Percentage of respondents to question “Do you know what this image represents?”, n=47 WWW.TRIBALFUSION.COM PAGE 6
- 7. WHAT ARE YOUR PLANS TO ADDRESS UK EPRIVACY ISSUES? Percentage of respondents to question “How are you handling UK ePrivacy Issues?”, n=33 WWW.TRIBALFUSION.COM PAGE 7
- 8. HOW WILL YOU ENABLE THE ADCHOICES ICON? Percentage respondents to question “If you're using/going to use the AdChoices icon, how will you enable it?”, n=32 WWW.TRIBALFUSION.COM PAGE 8
- 9. OUR IMPLEMENTATION WWW.TRIBALFUSION.COM PAGE 9
- 10. WWW.TRIBALFUSION.COM PAGE 10
- 11. WWW.TRIBALFUSION.COM PAGE 11
- 12. WWW.TRIBALFUSION.COM PAGE 12
- 13. ISSUES WWW.TRIBALFUSION.COM PAGE 13
- 14. WWW.TRIBALFUSION.COM PAGE 14
- 15. Publisher page css conflicts with our AdChoices icon div. Publisher needs to remove float:left from the following classes…. WWW.TRIBALFUSION.COM PAGE 15
- 16. This script moves page content after the script in <noscript> tag so content is not displayed. The response header is “Content-Type text/html” so script does not run in IE browser - this needs to be set to ”Content- Type application/x-javascript” to fix IE issue. WWW.TRIBALFUSION.COM PAGE 16
- 17. USAGE RATES WWW.TRIBALFUSION.COM PAGE 17
- 18. • See Notes for ICON ACTIVITY & OPT-OUTS More Info! 0.009% (clicks/ impressions) Relative Volumes 0.003% (opt-outs/ cookied users) Average Daily Rate per Month WWW.TRIBALFUSION.COM PAGE 18
- 19. SUGGESTIONS WWW.TRIBALFUSION.COM PAGE 19
- 20. No description of company No grouping of companies WWW.TRIBALFUSION.COM PAGE 20
- 21. If you choose to turn off online behavioural advertising it does not mean you will no longer receive advertising on the internet WWW.TRIBALFUSION.COM PAGE 21
- 22. THE FUTURE? WWW.TRIBALFUSION.COM PAGE 22
- 23. IN SUMMARY nform mplement nteract WWW.TRIBALFUSION.COM PAGE 23
- 24. WWW.TRIBALFUSION.COM PAGE 24
Editor's Notes
- We did a poll of our agency contacts, asking them if they knew what the icon was (from a list of EU ePrivacy Certificate, IASH Accreditation symbol, DAA AdChoices icon, IAB GPP Watermark and EASA BPR Logo). Respondents were asked their role, and 90% of them were Ams, Media Planners or Associate Directors.
- Huge adoption (or planned adoption) of the icon. Some plans for cookie audits and advising user consent mechanisms, although few planned to use one on their site (to their knowledge).
- Interesting split between those who expect to do it themselves and those who expect the ad networks to do it. Also significant minority thinking the Creative should do the job.
- Our implementation is pretty much as per the IAB’s technical specification. The default is the top right, but this can be altered. We haven’t yet been requested to alter the location or colour of the icon, nor even to suppress it. The icon appears by default on all display ads we show in US and Europe, including the Firefly in-banner video. While currently the marker text is always “AdChoices”, the link does switch to the different country landing pages based on IP address. We are planning to switch the marker text as well.
- This is the landing page currently. We do not have a preferences manager, so there is no interstitial. I think this page could be a little more helpful for a consumer.
- Since implementation of the icon across Italy, France, Spain, Netherlands, Germany, UK and US in February, very few issues have appeared. I’m happy to share the couple of cases of detailed technical snags for those of you who relish such things.
- Depending on how the publisher has built their page, there may be a conflict.
- Browsers often do things differently, so need to be fully tested out.
- In this chart, these are volumes relative to the earliest month of data, i.e. How have clicks changed compared to February, and how have opt-outs changed compared to January. The two are not connected, i.e. Users can opt out by visiting youronlinechoices, NAI or our own privacy policy; they don’t have to have clicked on the icon. Equally users can click the icon, and not ultimately opt out. The numbers show that usage of the icon is ramping up while opt-outs are essentially flat, pointing to, it appears, users being satisfied that they have the information and control they desire, and not feeling the necessity to exercise it.
- Companies could be grouped like privacychoice have suggested, i.e. Retargeter, data trader, media buyer, network, ad delivery.
- That’s not a good sentence. And it’s stuck down at the bottom of the page.
- Will Do Not Track present a viable browser-based solution? Will the new Data Protection Regulation & Directive tidy things up? Or make things worse? Will AdChoices support the metadata approach?
- Inform – be aware of this! Make your people and clients aware Implement – get it done, or work with people who have got it done Interact – keep an eye on it to resolve any creative clash or other issues