The only truly open, neutral, independent, non-profit, industry ID consortium.

Transcription

1 The only truly open, neutral, independent, non-profit, industry ID consortium.

2 Average Web Page (desktop/tablet/mobile) Today 88 third-party requests 6.1 seconds to load User recognized only 50% of the time The Impact User slow experience Publisher lower CPM Marketer reduced scale Platform higher costs and reduced fees

3 The Same Page, with a Standardized ID The Opportunity <20 third-party requests <2.5 seconds to load User recognized >95% of the time The Impact User faster experience Publisher higher CPM Marketer better scale Platform lower costs and increased fees

4 DigiTrust Objectives 100% audience recognition Improved scale for advertisers Increased revenue yield for publishers Level the playing field with walled gardens 75% fewer third-party requests on pages Eliminate need for ID syncs on your pages Reduce data leakage concerns for publishers Pages load faster for consumers Reduced regulatory risk and effort Proof of consent within Europe

5 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

6 Two Membership Tiers General for proprietary ad tech platforms Monthly API fee for access to ID, decryption, etc. Must be member in self-regulatory program Supporting for licensees of ad tech platforms No fees or costs Designed for all brands with content & audience relationships Must join as General Member to decrypt ID and use within a nonlicensed, proprietary data store

7 Current Status of Operations Organized as 501(c)(6) Approximately 35 members Platforms and brands Current focus: Deployments globally GDPR/ePR consent management solution Safari / ios 11 ID persistence Cross-device (planning) Critical mass of ID coverage reached in August 2017!

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

9 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

10 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

11 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

12 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

13 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.

14 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 that accesses your pages uses that opportunity to share ID information with their partners, spawning many third-party requests. ID syncs comprise 75% of all the third-party requests 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

15 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

16 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+%.

17 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.

18 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

19 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.

20 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 for EU) Stored in a 1 st party cookie, accessible in a 3 rd party context Non-profit consortium Equal benefit to all members

21 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 platform s mapping tables, plus proof of consent (where required). DMP Data Exchange DMP ID 123 ID 123 ID 123

22 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).

23 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

24 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

25 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

26 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

27 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

28 Privacy by Design DigiTrust does not engage in advertising or data DigiTrust stores NO user-level tracking data Members access NO incremental tracking data Integrates within existing user consent (EU) establishes proof of consent effectuate and streamline revocation of consent Privacy policy updates DAA self-regulatory program reliance Platform members must be active/compliant DigiTrust integration with the DAA choice tool

29 Our Ask Join and deploy DigiTrust All details at Ask your platform vendors to do the same Set a date with other premium publishers No more ID syncs on our pages!!

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

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