The document discusses the growing "Audience Recognition Crisis" in mobile marketing. It notes that cookies only last 4 days on average for 60% of desktop audiences, and do not work at all for 50% of internet traffic that is now on mobile phones and tablets. Additionally, 72% of smartphone users are more concerned about privacy on their phones than a year ago. The document proposes that device recognition technology provides a path forward by anonymously gathering data points to generate a probabilistic anonymous identifier for each device, while respecting privacy by design principles of collecting no personally identifiable information and giving users control over their data and ability to opt out. It argues device recognition should not be confused with device fingerprinting, which

1. Solving the Audience Recognition
Crisis in Mobile
James Lamberti, GM and VP of AdTruth
Ed Chater, VP of Media Operations Somo Ltd.

2. Audience Recognition Crisis
Today, Marketers are blind to
40% of their audience.
For the remaining 60%,
cookies last only
4 days on average.
Firefox is evaluating blocking
(30% of desktop traffic globally)
3rd party cookies.
Apple’s Safari does not support 3rd
party cookies.
On mobile phones and tablets, (50%
of today’s Internet traffic) cookies
don’t work.
Sources: comScore, Business Insider State of the Industry Report March 2013, AdTruth Research and Analysis
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3. Privacy Concerns are GrowingCncerns are Growing
72% of
Smartphone users
are more
concerned about
their privacy
on smartphones
than one year ago
Source: TRUSTe Privacy Index 2013 Consumer Confidence Edition
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4. There is a Path Forward
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5. How Device Recognition Technology Works
Anonymous Data
Points are Gathered
Recipe Engine
Client Side Collector
Server Side
Library
DeviceInsight ID
40 character SHA1 hash ID
6881A07F9903AACE1B5BA88162673FDC1DB0DA4E
OBA OPT-OUTS
DNT:0, DNT:1
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6. The Right Approach: Privacy by Design
No
Personally
Identifiable
Information
(PII)
NO Tags
Data Secure
Client
Controlled
NO Data
NO Residue
Probabilistic
Anonymous
Identifier
Privacy by
Design
On-Premise
Solution
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7. Probe Carefully! Recognition vs. Fingerprinting
Device Recognition NOT “Device Fingerprinting”
– Flexible Design
– Limited Access and Collection
– Non-Invasive, Passive Observation
– Recognize, NOT Permanently or Uniquely Identify
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