Damian Scragg, Evidon - Making Privacy Sexy

See, understand and
control data online.

Confidential | DraftDraft for Discussion Purposes Only
Confidential | for Discussion Purposes Only
 20122012 Evidon, All Rights Reserved.
 Evidon, Inc. Inc. All Rights Reserved.

Evidon empowers
consumers and businesses
to see, understand and
control data online.

Confidential | Draft for Discussion Purposes Only
 2012 Evidon, Inc. All Rights Reserved.

Making privacy sexy…


Protect consumers’ privacy

consumers


• 6+ million downloads
• 1.6+ million active weekly panel members
• Only comprehensive tracking code library


Protect consumers’ privacy


Protect your business

businesses


Know your site

• Who are they?
What do they do?

• How often do they appear?

• How do they affect my
site performance?

• Does their opt-out work?

• Is my site “cleaner” than
my peers?


Everywhere
AdChoices


Everywhere


EU ePrivacy Directive

A LAW requiring:
• Notice when collecting/using a
European consumers’data
• The means to control how
their data is used
• For all forms of tracking, not just
cookies and/or online behavioural
advertising (OBA)
• Consent

 2012 Evidon, Inc. All Rights Reserved. 11

Where The Law Stands

• EU law ratified Iceland

Sweden Finland

• Each member state
required to pass Norway
Estonia

similar law Denmark
Latvia

Lithuania
United
Ireland Kingdom

• May 25 UK deadline! Nether
lands Poland

Belgium
Germany
Czech
Lux. Republic Slovakia
Moldova
Austria

Law passed (blue) France
Switzer
land
Slovenia
Hungary

Croatia
Romania

Bosnia Serbia
Bulgaria
Italy Montenegro
Macedonia
Portugal

Albania
Spain

Greece

Cyprus

Law proposed (yellow)

Consumer CONSENT Required
But may be interpreted differently per territory

Implied Explicit
Could be satisfied by user simply Could include proactive browser setting,
leaving default privacy settings as collection of opt-in cookie before data
they are. collection/use, etc.
Currently: Currently:
• Bulgaria • Italy • Cyprus
• Czech Republic • Luxembourg • France*
• Denmark • Malta • Greece
• Estonia • Slovakia • Latvia
• Finland • Slovenia • The Netherlands*
• Germany* • Spain* • Poland
• Hungary • Sweden • Portugal
• Ireland • United Kingdom* • Romania
• Lithuania

Currently unclear: Austria, Belgium, Iceland, Liechtenstein, Norway

Source: Field Fisher Waterhouse Cookie Consent Tracking Table, February 2012,
http://www.ffw.com/pdf/cookie-consent-tracking-table.pdf, Evidon analysis.

* Discussions between industry and regulators still ongoing


May 25th is the
beginning and not the END!
…..so what does it mean for all of you?


Site owners:
the law applies to you

…storing of information, or the
gaining of access to information
already stored, in the terminal equipment of a subscriber or user
is only allowed on condition that
As long as data is
the subscriber or user concerned
collected, used,
has given his or her consent, having same compliance
been provided with clear and comprehensive information, in
accordance with Directive 95/46/EC.... obligation

DIRECTIVE 2009/136/EC OF THE
EUROPEAN PARLIAMENT AND OF THE COUNCIL
of 25 November 2009


Take action now!

1. Audit and continually monitor tracking across sites
2. Review your privacy policy & consider a cookie policy
3. Deploy consent solutions


The Audit

• First step requested by ICO and CNIL
• The Audit is the responsibility of the site owner
• Not just cookies – all forms of tracking!
• Should not be a one off process
• Continual monitoring should be best practice


Drops 8 cookies

Has no opt-out

Takes 86ms to load

Uses flash cookies


Gaining Consent

• Empower consumers; get their
consent to be tracked
• 1st & 3rd party tracking
• Only a limited field of strictly necessary cookies/tracking
• Comply with privacy regulations
• Grow your business


Disclose + get consent


Garden and Grow
http:/ / www.gardenandgrow.com Google

Cookie Consent

About Cookies on this site: Remove message
Our site uses cookies and other technologies so that we and our partners can remember you,
make the content you see more relevant and generally improve your browsing experience. Read
more about cookies here. Through our Cookie Consent Wizard, available on every page on our
site, you can see a complete list of these cookies and technologies and set your preferences.


Explicit Consent Option
Garden and Grow

We need your consent to proceed!

Our site uses cookies and other technologies so that we and our partners can remember
you, make the content you see more relevant and generally improve your browsing
experience.

To see a complete list of these cookies and
technologies and to set your cookie preferences, Cookie Consent Wizard
access our Cookie Consent Wizard:

When you proceed to access our site, we will use
such cookies and technologies as presented in the
Cookie Consent Wizard. Your consent, which you Agree and Access Site
can withdraw at any time, will be set with a cookie
from our privacy partner, Evidon.

For more details about how information is accessed and stored on this site see our
Privacy Policy.

Privacy Controls by Evidon Why am I seeing this notice?


Confirmation Message
Garden and Grow

We need your consent to proceed!

Our site uses cookies and other technologies so that we and our partners can remember
you, make the content you see more relevant and generally improve your browsing
experience.

To see a complete list of these cookies and
technologies and to set your cookie preferences, Cookie Consent Wizard
Thank you for providing your consent!
access our Cookie Consent Wizard:
Remember that you can withdraw your consent at any time with
When you proceed toConsent Wizard, will use
our Cookie access our site, we available on
every page.
such cookies and technologies as presented in the
Cookie Consent Wizard. Your consent, which youAgree and Access Site
can withdraw at any time, will be set with a cookie
Cookie Consent Wizard
from our privacy partner, Evidon.

For more details about how information is accessed and stored on this site see our
Privacy Policy.

Privacy Controls by Evidon Why am I seeing this notice?


Evidon + TagMan
= simple workflow and tag control for site

“Data Aggregator
has collected info
about you!”

1 Person clicks on
a car ad and
lands on a
3 Tag Manager tells
Evidon about that tag…

car website. …so Evidon can notify
the person that the Data
Aggregator has collected
info about them.

2 4
Tag Manager loads If the person takes some
a relevant tracker tag action, e.g., opts out,
(e.g., a Data Aggregator, Evidon tells Tag Manager
which adds this person so, the next time it sees
to its “auto intender” that user, it doesn't’t load
segment). that Data Aggregator.

• Simplicity: site notice auto-populates
• Consumer preference more assured—
their choices communicated to both
tracker and site/tag manager

Site Owner Obligations – managing
stakeholders
• Site Owners control only some of the tracking that appears on their
websites
• Ensure that your tech, agency and network partners are disclosing
all of the tracking that they are carrying out
• Request that companies serving ads directly to your site – networks,
tech providers are displaying the AdChoices icon within their ads
• Where you are trafficking your own campaigns – be sure to traffic
the AdChoices icon
• Ensure your AdChoices disclosure gives “clear and comprehensive
information” and that you have a consent mechanism in place


In Summary

1. Audit and continually monitor tracking across sites
2. Review your privacy policy & consider a cookie policy
3. Deploy consent solutions


Thank You.

Damian Scragg
Managing Director, UK
dscragg@evidon.com


Damian Scragg, Evidon - Making Privacy Sexy

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