1. Online Privacy & Video Advertising
What you need to know!
OMMA Global
September 26, 2011
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2. Introductions
Jalal Nasir, Director of Product Management
TRUSTe
jalal@truste.com
twitter handle: jalalnasir
Jason Shulman, VP of Sales
Adap.tv
jshulman@adap.tv
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3. Who We Are
 Founded in 1997
 ~4,000 Customers Globally
 Leading DAA-Approved OBA Compliance Provider
Offering privacy solutions for:
Advertising Mobile Cloud Websites
 Founded in 2006
 End-to end video platform for video buyers and
sellers
 Industry’s largest video ad Marketplace
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4. Topics
 Growth of Online Video Advertising
 Growth of Behavioral Targeted Data Usage in Online Video Market
 Consumer Perceptions of Behavioral Advertising and Privacy
 How to Build Trust with Consumers Through DAA Self Regulation
 Video advertising and OBA
 Q&A
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5. Online Video Advertising
& Behavioral Targeting
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6. The Adap.tv Marketplace
The following slides are snapshots of key data trends
for in-stream video advertising between January and June 2011.
4,500+ 1.8B 61M ~4,400
premium Impressions monthly monthly
sites sold visitors campaigns
*
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7. The Opportunity to Scale
+109%
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8. 8

9. Video as a branding strategy
0% 25% 50% 75% 100%
Entertainment
Q1 2010
CPG/Food & Beverage
Auto
Q2 2010
Finance/Business
Wireless
Q3 2010 Technology
Retail
Travel
Q4 2010
Electronics
Public Service/Advocacy
Q1 2011
Pharmaceutical
Q2 2011
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10. Top brand performers
CPG
Auto 25%
45% above
above
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11. Growth in Behavioral Targeting
Percent of Total Impressions Being Served with
16% Behavioral Targeting
14% 72%
12%
10%
8%
6%
4%
2%
0%
Jan Feb Mar Apr May Jun Jul
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12. How Do Consumers Feel About
Behavioral Advertising?
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13. Research study & results
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14. Audience Poll:
• Audience Composition
• How many of you know what this icon is?
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15. Research Methodology
 Partnered with Harris Interactive and polled more than 1,000
consumers
 Interviews conducted May 26 – June 2, 2011
 Respondents were qualified as:
– US residents
– Age 18 and over
– Not employed in advertising, marketing research, PR
 Weighted to match the US adult population of computer users
 Asking about their privacy beliefs and opinions regarding
behavioral advertising.
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16. Are Online Ads More Relevant now than before?
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17. Consumers feel ads have become increasingly
relevant over time – suggesting OBA works
Percentage Of Online Ads That Are Relevant
32%
16%
12%
BASE: Total Qualified Respondents (n=1004)
Q755 What percentage of ads that you see while browsing online are relevant to your wants and needs?. 17

18. How we talk about “behavioral advertising” affects
consumer favorability toward it
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19. Consumer reactions
 Terms that used “tracking”•or “targeting”•drew the most ire from
consumers.
 59% of consumers have “strongly negative” feelings toward the term
“online tracking
 only 11% of consumers had similarly negative feelings toward the term
“interest-based advertising”
 Even though these terms are often used to describe the same set of
activities
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20. Over half of consumers don’t like OBA
Favorability Towards OBA Concept
E F
D
D D
BASE: Total Qualified Respondents (n=1004)
Q715 How do you feel about Online Behavioral Advertising as described above? 20

21. In the absence of education, consumers assume the
worst
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22. More than half of consumers incorrectly believe
their personal information is tied to OBA
Believe PII Is Attached To Tracking Activity
F
D D
BASE: Total Qualified Respondents (n=1004)
Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? 22

23. F
D D
BASE: Total Qualified Respondents (n=1004)
Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? 23

24. Consumer favorability towards OBA
F
D D
Increases to 100% when assured PII not involved
BASE: Total Qualified Respondents (n=1004)
Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? 24

25. Consumers want privacy controls;
The very availability of control is what instills
confidence
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26. More than half of consumers are more likely to
click and buy if they can control OBA
Agreement With Statements Related To Online Advertising
55%
BASE: Total Qualified Respondents (n=1004)
Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising. 26

27. Increasing Consumer Trust & Brand
Favorability
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28. OBA Privacy Concerns Lead to Formation of DAA
July, 2009: “Self-Regulatory Principles for Online Behavioral Advertising”
Seven Broad Principles: Two Key Requirements:
Education Notice
Transparency Choice
Consumer control
Data security
Material change
Sensitive data
Accountability
October, 2010: DAA launches formal self regulatory program including the
“icon” and designates enforcement bodies:
Enforcement Bodies
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29. What does DAA self-regulation require?
DAA Compliance Requirements:
Icon should be given “meaningful and prominent notice”
Consumers provided with a “choice mechanism”
DAA Options – Can be Customized for Your Needs
Look and feel of notice
Content and copy
How and what opt-out list to provide
Links to external content
Operational requirements
Learn more at www.aboutads.info
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30. How a DAA Compliance Solution Works
TRUSTed Ads Solution: Display Ad Consumer Experience
1. A simple ad tag 2. If clicked the icon 3. Consumers have option to
inserts the DAA icon launches privacy click to Preference Manager
notice inside the ad and opt out of selected
tracking networks
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31. A Comprehensive DAA Solution
Forbes.com Site Notice TRUSTed Ads on FMX and Forbes Creatives
AdChoices icon and link on
all pages
Forbes.com Privacy Policy Customized Opt-Out Manger
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32. TRUSTe’s DAA Compliance Solution
TRUSTed Ads
In-ad Page-based
Two
Integration
Points
Ad Tag
HTML
Icon Notice Preference
Serving Presentation Management
Consumer
Experience
Trafficking Operational Compliance OBA
Console Reporting Reporting Database
Platform
Tools
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33. TRUSTed Ads DAA-Compliance Solution:
Pre-Roll Video
Click here
to see a
Video paused when
icon is clicked
live demo
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34. TRUSTed Ads: Consumer Preference Manager
Consumer Education Browser Protection Plug-in
Watchdog
Consumer Education
Opt-out organized by entity type (sortable)
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35. TRUSTed Ads Video Compliance Solution
Video
AdChoices
Icon
Icon Notice Preference
Serving Presentation Management
Consumer
Experience
Trafficking Operational Compliance OBA
Console Reporting Reporting Database
Platform
Tools
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36. Integration is simple and easy
1. Enable direct inclusion of ad privacy notices in both rich media and in-
stream video ads (e.g., pre-rolls).
2. Video Player
3. VAST and VPAID Compliant Environments
4. TRUSTe and adap.tv have integrated TRUSTed Ads across their global
footprint to enable seamless OBA compliance in video advertising
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37. Summary
1. Online Video Behavioral Advertising is scalable and effective
2. 70% of consumers are aware of OBA, but more than half do not like it
3. Notice and Choice via the DAA self-regulation program significantly
increases consumer favorability toward brands
4. TRUSTe is extending its patented OBA Compliance technology to
emerging mediums, specially video.
5. TRUSTe and adap.tv have integrated TRUSTed Ads across their global
footprint to enable seamless OBA compliance in video advertising
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38. Over 4,000 satisfied clients
Ad Providers / Agencies Media / Entertainment Consumer Products
Technology / Telecom Financial / Insurance Health / Medical
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39. Introductions
Thank you – time for Q&A!
Jalal Nasir, Director of Product Management
TRUSTe
jalal@truste.com
twitter handle: jalalnasir
Jason Shulman, VP of Sales
Adap.tv
jshulman@adap.tv
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