Standardized user ID for the Web, with proof of consent, benefitting consumers and the entire digital ecosystem.

Transcription

1 Standardized user ID for the Web, with proof of consent, benefitting consumers and the entire digital ecosystem.

2 A Basic Web Page (mobile/tablet/desktop) Logo Content Widgets Navigation Ad Ad There s the content we SEE: Most provided by the publisher Some provided by third parties (ads, sharing widgets, content recommendations, etc. And lots more we DON T see: JavaScript, beacons, pixels and other tech for tracking, measuring, analytics, etc. Most of it served by third parties Third-party requests from this page slow it down and present potential data leakage.

3 Before DigiTrust (NOW) Logo Navigation Content Widgets Ad Ad Page is read by 1,000,000 people Only 50% of users recognized by advertisers Reduced advertiser scale Reduced publisher CPM GOOG/FB recognize nearly 100%, which tilts playing field in their favor 88 third-party requests on each page Publisher controls 10 of them 6.1 seconds page load time

4 After DigiTrust (by Q3 2017) Logo Navigation Content Widgets Ad Ad Page is read by 1,000,000 people Nearly 100% of users recognized by advertisers Full advertiser scale Full publisher CPM Level playing field with GOOG/FB 20 third-party requests on each page Publisher controls 10 of them 2.5 seconds page load time

5 DigiTrust Improves the Industry and Your Business Nearly 100% audience recognition Improved scale for advertisers Increased revenue yield for publisher Levels the playing field with walled gardens 75% fewer trackers on pages Eliminates need for ID syncs on your pages Reduced data leakage concerns for publishers Pages load faster for consumers Reduced regulatory risk and effort Proof of consent within Europe

6 Consumer Publisher Background: IAB Working Group Working group: Future of the Cookie Whitepaper: Privacy and Tracking in a Post-Cookie World Guiding Principle Server Solution Device Solution Client Solution Network Solution Cloud Solution Single privacy dashboard Universal privacy view Comprehensive privacy controls Persistent, universal consumer preferences Possibility of detecting non-compliant actors Free online service Single privacy dashboard Comprehensive privacy controls Significantly fewer 3 rd party pixels DigiTrust modeled on the winning cloud solution. Improved user tracking/targeting Reduced cost for privacy compliance

7 DigiTrust Formed as an Industry Consortium 501c(6) non-profit industry trade association Founded by 20 leading ad tech platforms Initial goal to research and develop solution No shareholders nor profit incentive Primarily volunteer effort to date + word of mouth V1.0 minimum viable product is ready Standardized ID for 3 rd parties Record and proof of consent for digital supply chain

8 Publisher Call to Action Join DigiTrust by February 3 rd Engage in working group process Full due diligence (legal, business, technical) With platforms and other publishers Discuss joint deployment date(s) More info at

9 Deeper Dive What led to the current reality, and how does DigiTrust fix it?

10 Audience Drives Ad Spend For the Web (mobile, tablet and desktop), cookies are audience. Sellers / Supply All possible revenue from their supply Buyers / Demand All possible volume for their desired audience

11 Cookie-based IDs Drive Audience Recognition Jay User IDs are stored in cookies which can only be read by the domain that sets them, not by anyone else. Jay Jay It s like wearing a name tag for each attendee you meet at an event! Jay

12 The Programmatic Supply Chain ID 123 ID abc ID 567 ID dfg ID t89 Consumer Publisher SSP DSP Advertiser (Ad Server) (Ad Server) Every party uses a different cookiebased user ID to recognize audiences. DMP Data Exchange DMP ID 7g7 ID rr8 ID 44a

13 Problem #1: Cookie Loss 25-50% of your impressions don t support 3 rd party cookies. (they only support 1 st party cookies) NO third-party cookies means: Audience not recognized No retargeting $ No audience targeting $ Poor mobile web $ ¼ to ½ the CPM YES to third-party cookies: Audience is recognized Retargeting $ Custom audience $ More mobile web $ 2-4x the CPM

14 Problem #2: User IDs must be Synced 3 rd party 3 rd party 3 rd party 3 rd party 3 rd party 3 rd party Website.com 3 rd party 3 rd party 3 rd party There are hundreds of 3 rd parties in the digital supply chain, each using a different cookie-based user token. ALL of them pixel sync to enable programmatic buying/selling. Result is 100s of billions of pixels per day, slowing publisher pages.

15 What is an ID sync pixel? Every Page request Every 3 rd party tag/script (ads, content, etc.) Website.com here is my ID for this user; please send me yours too! Every 3 rd party with access to a Web page uses that opportunity to share ID information with their partners, spawning many requests on that page. ID syncs comprise 75% of all the trackers slowing your pages today. 3 rd party 3 rd party 3 rd party 3 rd party 3 rd party 3 rd party 3 rd party 3 rd party 3 rd party 3 rd party

16 Critical for Real-Time Bidding ID sync ID sync Consumer Publisher SSP DSP Advertiser Ad Server Ad Server ID syncs are required for audiences to be recognized, and data to be associated to users/impressions because there is no standardized ID. Data Exchange ID sync DMP

17 Problem #1 + Problem #2 = DATA LOSS ID sync ID sync ID sync Audience Segment Publisher + their DMP SSP DSP Advertiser or Agency 100% turns into 65% turns into 42% turns into 27% <27 out of any given 100 audience members survive, greatly limiting buyer scale and seller revenue!! 25-50% of audience data is lost due to third-party cookies. For the audience that remains, each ID sync reduces audience volume by another 30+%.

18 Problem #3: Tilted Playing Field Audience Segment Publisher + their DMP SSP DSP Advertiser or Agency 100% stays at 100% stays at 100% stays at 100% Unlike the open 3 rd party ecosystem, Walled Gardens benefit from: 1 st party relationship with consumer, with logins Single tech stack with no data loss (just one cookie space) Better user IDs, at scale Single privacy policy, single point of consent, control, etc.

19 Problem #4: Consumer Experience + Regulation #$%&!! Consumer impact: ID syncs slow down pages Create anxiety, lack of trust Causing today s vicious cycle More regulatory pressure/risk (GDPR) More 3 rd party cookie fragility (less revenue) More 3 rd party pixels (ID syncing) Increased use of ad blockers

20 The Cost of Doing NOTHING These issues will only increase in cost and scope Decreased third party cookie support Increased reliance on ID syncs, with more data loss Poorer consumer Web experience Increased regulatory pressure/risk adding friction to the ecosystem and further tilting the playing field, unless publishers and platforms come together.

21 DigiTrust A Standardized User ID 3 rd party 3 rd party 3 rd party Website.com 3 rd party 3 rd party 3 rd party DigiTrust cloud service offering: DigiTrust standardized ID DigiTrust Consent (notice, consent, and proof of consent) Stored in a 1 st party cookie, accessible in a 3 rd party context Non-profit consortium Equal benefit to all members

22 Bridges All Proprietary / Fragmented IDs and Data ID 123 ID 123 ID 123 ID 123 ID 123 Consumer Publisher SSP DSP Advertiser Ad Server Ad Server Same ID in every party s mapping tables, plus proof of consent (where required). DMP Data Exchange DMP ID 123 ID 123 ID 123

23 Improved Audience Recognition, Scale and Yield ID sync ID sync ID sync Audience Segment Publisher + their DMP SSP DSP Advertiser or Agency 100% stays at 100% stays at 100% stays at 100% No more data loss between platforms = more spend / more revenue. Publishers can request removal of excessive pixels (ID syncs).

24 Achieved Simultaneously Better consumer Web experience Eliminates need for pixel syncs Pages load faster for consumers Reduced regulatory risk and effort Consumer consent Proof of consent for digital supply chain Level playing field with walled gardens More efficient and trusted supply chain

25 More about the Technology and Go-To-Market Requirements The success of this effort hinges on: 1. Publisher deployment and support 2. Platform deployment and support

26 Starts with Publishers, Propagates From There Encrypted ID + Consent Timestamp Consumer Publisher SSP DSP Advertiser (Ad Server) (Ad Server) ID + Consent established. Passed on to publisher s partners or any member with JavaScript on page. DMP Data Exchange Encrypted ID + Consent Timestamp DMP

27 No Disruption to Consumer Experience Step 1: Publisher places DigiTrust script on page, either site-served or from CDN. Step 2: Consumer views Website from any browser (mobile, tablet, desktop, etc.). Step 3: JavaScript checks if token exists, and if necessary, integrates with existing cookie notice to record consent timestamp for all DigiTrust members. Step 4: Subsequent page navigation is redirected through DigiTru.st domain. Cookie (with the token and consent flag) is set in that domain and the publisher s domain before the user is sent to the desired page. Existing publisher cookie notice (Europe) ACCEPT

28 All Stored Client-Side (in a Cookie) Stored in each publisher cookie space + the DigiTrust cookie space: User s encrypted ID Privacy settings: Consent timestamp, or Self regulatory opt-out Client-side API access for DigiTrust members No servers or network requests from your pages Akamai CDN serves the JavaScript

29 Privacy by Design DigiTrust does not engage in advertising or data DigiTrust stores NO tracking data Members access NO incremental tracking data Integrates within existing user consent establishes proof of consent effectuate and streamline revocation of consent DigiTrust members must be active/compliant with existing self-regulatory programs Opt-out mechanism designed in consultation with selfregulatory programs

30 DigiTrust Operational Model Governed to serve its members, promoting trust over profit.

31 Two Membership Tiers General for proprietary ad tech platforms Membership fee to join Pays for access to DigiTrust ID and Consent Must be member in self-regulatory program Supporting for licensees of ad tech platforms Designed for premium publishers with content & audiences Free membership Free access to DigiTrust ID and Consent (must join as General Member to use ID within a non-licensed, proprietary data store)

32 Current Status and Timeline Platforms and publishers deploying together to make this happen.

33 Platforms Committing Resources NOW

34 Our Ask of Publishers Join DigiTrust by February 3 rd More info at Engage in working group process Full due diligence (legal, business, technical) With platforms and other publishers Discuss joint deployment date(s) Consider as part of broader GDPR solution (EU)

35 Let s Make THIS Happen! Nearly 100% audience recognition Improved scale for advertisers Increased revenue yield for publisher Levels the playing field with walled gardens 75% fewer trackers on pages Eliminates need for ID syncs Reduced data leakage concerns for publishers Pages load faster for consumers Reduced regulatory risk and effort Proof of consent within Europe

36 Thank you for your time! Any questions? Jordan Mitchell, CEO