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EU & UK Consumer Views on         Privacy         February 2013                            1
TRUSTe OverviewGlobal Leader in Data Privacy Management Solutions• 15 years of privacy experience• #1 privacy brand & trus...
EU: High consumer awareness, concern andbusiness impact                                           3
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Consumers Believe Multiple Organizations are    Responsible for Safeguarding Their Privacy                       Responsib...
Consumers Trust Themselves Most to Protect     Their Privacy                            Who Would You Trust Most To Protec...
Consumers Want to See Ads from Brands They Trust                                                    “Somewhat or “Strongly...
79% are Aware of Behavioural Advertising                                    Awareness of Online Behavioural AdvertisingBAS...
Over Half Do Not Like Behavioural Advertising                                                             Favourability To...
42% Believe Personally Identifiable Info is Attached                                           Believe PII Is Attached To ...
OBA Favourability Almost Doubles when      Consumers are Assured Pii is Not Used                                   Favoura...
Targeted Advertising and Emerging Regulations                                Targeting can improve ad performance by 2x   ...
OBA Self Regulation April 2011: “EU OBA Framework published by IAB EU and EASA”                                           ...
How the AdChoices Solution Works     Advertisement Solution: In-Ad Consumer Experience1.   A simple ad tag        2.   If ...
Awareness of the AdChoices Icon Has Grown     Significantly in the Past Year in the US                                    ...
The DAA Program Increases Acceptance of      Behavioural Advertising and Brand FavourabilityBASE: Total Qualified Responde...
Brand Favourability Increases to 50% with                               “Powered By TRUSTe” DAA Solution                  ...
In Ad Solution                 20
In App Solution                  21
Challenges in communicating privacy in a mobiledevice                         • Space constraints                         ...
TRUSTe Mobile (Go Daddy example)                                   23
Mobile optimized privacy policies: Podster                                              24                                ...
Building trust through certification: NFL                                             25                                  ...
Questions?  Danilo Labovic –dlabovic@truste.com                      26
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EU & UK Consumer Views on Privacy

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Danilo Labovic, EU & UK Consumer Views on Privacy, TRUSTe

M-Days 2013
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

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EU & UK Consumer Views on Privacy

  1. 1. EU & UK Consumer Views on Privacy February 2013 1
  2. 2. TRUSTe OverviewGlobal Leader in Data Privacy Management Solutions• 15 years of privacy experience• #1 privacy brand & trustmark• Robust technology infrastructureComprehensive Solution Suite• All online channels• Global coverage• Technology + Services + CertificationsLarge / Loyal Customer Base• Over 5,000 clients• Over 90% renewal rate• Cross industry solutions 2
  3. 3. EU: High consumer awareness, concern andbusiness impact 3
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  7. 7. Consumers Believe Multiple Organizations are Responsible for Safeguarding Their Privacy Responsibility of Different Groups In Protecting Privacy 77 % 70 % 69 % Data from June 2011 US OBA Study Wholly Responsible A Lot ResponsibleBASE: Total Qualified Respondents (n=1004)Q836 When thinking about protecting an individuals online privacy, how responsible should each of the following groups be? 7
  8. 8. Consumers Trust Themselves Most to Protect Their Privacy Who Would You Trust Most To Protect Your Privacy?BASE: Total Qualified Respondents (n=1027)Q840 Which one would you most trust to protect your privacy? 8
  9. 9. Consumers Want to See Ads from Brands They Trust “Somewhat or “Strongly” Agree ”BASE: Total Qualified Respondents (n=1027)Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising. 9
  10. 10. 79% are Aware of Behavioural Advertising Awareness of Online Behavioural AdvertisingBASE: Total Qualified Respondents (n=1027)Q710 Are you aware that some advertisers and websites track your browsing activities and show you ads deemed relevant based on your browsing history? This is commonly referred to as Online Behavioural Advertising. 10
  11. 11. Over Half Do Not Like Behavioural Advertising Favourability Toward OBABASE: Total Qualified Respondents (n=1027)Q710 Are you aware that some advertisers and websites track your browsing activities and show you ads deemed relevant based on your browsing history? This is commonly referred to as Online Behavioural Advertising.Q715 How do you feel about Online Behavioural Advertising as described above? 11
  12. 12. 42% Believe Personally Identifiable Info is Attached Believe PII Is Attached To Tracking ActivityBASE: Total Qualified Respondents (n=1027)Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? 12
  13. 13. OBA Favourability Almost Doubles when Consumers are Assured Pii is Not Used Favourability Toward Behavioural AdvertisingBASE: Total Qualified Respondents (n=1027)Q710 Are you aware that some advertisers and websites track your browsing activities and show you ads deemed relevant based on your browsing history? This is commonly referred to as Online Behavioural Advertising.Q715 How do you feel about Online Behavioural Advertising as described above?Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?Q725 If the browsing information advertisers track with Online Behavioural Advertising was not linked to your personal information (such as your name or email address, etc.), then how would you feel about Online Behavioural Advertising? (n=892) 13
  14. 14. Targeted Advertising and Emerging Regulations Targeting can improve ad performance by 2x NAI Study showed a 2X+ increase in conversion rates for behaviorally targeted ads vs. run of network. But, Ad Targeting has Consumers and Regulators Concerned 1 53% of consumers do not like OBA and these concerns have lead to proposed regulations and are limiting spending on OBA by up to 98%2 This lead to the creation of the AdChoices OBA self-regulatory program The AdChoices program calls for companies to provide consumers with notice and choice around behavioural advertising.1: Source: TRUSTe/Harris Survey, 2012 2: Source: Ponemon Institue Reasearch Report, April 2010 14
  15. 15. OBA Self Regulation April 2011: “EU OBA Framework published by IAB EU and EASA” ” June 2011: “The EDAA is incorporated” EDAA Principles: Notice User choice over OBA Data security Sensitive segmentation Education Compliance and enforcement programs Review 15
  16. 16. How the AdChoices Solution Works Advertisement Solution: In-Ad Consumer Experience1. 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 16
  17. 17. Awareness of the AdChoices Icon Has Grown Significantly in the Past Year in the US Icon Awareness Among US ConsumersBASE: Total Qualified Respondents (n=1033)Q910 Have you seen either of the following icons or symbols online? 17
  18. 18. The DAA Program Increases Acceptance of Behavioural Advertising and Brand FavourabilityBASE: Total Qualified RespondentsQ935/Q950 And, how does having this information available make you feel about the advertiser? 18
  19. 19. Brand Favourability Increases to 50% with “Powered By TRUSTe” DAA Solution ” Impact on Feelings Towards the AdvertiserHarris Research, June 2011 19
  20. 20. In Ad Solution 20
  21. 21. In App Solution 21
  22. 22. Challenges in communicating privacy in a mobiledevice • Space constraints • Inaccessibility • Poor user experience 22
  23. 23. TRUSTe Mobile (Go Daddy example) 23
  24. 24. Mobile optimized privacy policies: Podster 24 24
  25. 25. Building trust through certification: NFL 25 25
  26. 26. Questions? Danilo Labovic –dlabovic@truste.com 26

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