targeting in practise: solutions with data protection

TARGETING IN PRACTISE:
SOLUTIONS WITH DATA
PROTECTION CERTIFICATION
Stephan Noller – CEO nugg.ad &
Chairman Policy Committee IAB Europe
Copenhagen, September 5th 2012
THE WAKE UP
CALL FOR THE
DIGITAL AD
INDUSTRY.
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A NIGH
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OF PR
THE PAST
THE FUTURE
HOW WE SHOULD ACT
AS A RESPONSIBLE INDUSTRY
Don’t sit and wait:
Show to the regulator and the
public, that we are treating the
problem seriously and come
with good solutions for better
transparency and control.
– NOTICE
– CHOICE
– ACCESS
FOR USERS
OBA FRAMEWORK – LIVE DEMO:
http://test.nugg.ad/customers/adchoices/www.ekstrabladet.dk/
Each member
state must set up
a supervisory
authority
All data is considered
to be personal data
THE NEW DRAFT:
WHAT THE EU PROPOSES
Right to
be forgotten
Explicit
consent
Change in
lawfulness of
processing data
OUTLOOK: A LONG WAY TO GO FOR A
PAN EUROPEAN IMPLEMENTATION
DRAFT OF
THE EU
COMMISION
JANUARY 2012
2012
FIRST READING
PARLIAMENT &
COUNCIL
...
SECOND
READING
PARLIAMENT &
COUNCIL
APPLICATION
OF THE
REGULATION
2016 (?)
JUST KEEP IN MIND:
THE TIMELINE TO 2016 STARTS TODAY
ALSO A BIG OPPORTUNITY:
GLOBAL STANDARDS, HARMONIZATION,
SIMPLIFICATION, MORE TRANSPARENCY
nugg.ad &
OUR PRIVACY POLICY
ABOUT nugg.ad
– Stephan Noller, CEO nugg.ad
developed the AGOF for TNS Infratest
– Founded in 2006
– Since 2010 a company of Deutsche Post DHL
– Headquarter in Berlin and also located in
Copenhagen and other European countries
– nugg.ad developed the first real-time
Predictive Behavioral Targeting solution
SOME OF OUR PARTNERS IN DENMARK
nugg.ad Nordics
Cross publisher PBT networks in Northern Europe:
PBT Network
PBT Plus Network
AdQ (Fonecta)
PBT Network
Implementing
right now:
Jubii PBT Network
Klikki PBT Network
ABC Startsiden
PBT Network
DATA PROTECTION IS PART
OF OUR CORPORATE CULTURE.
– No IP addresses or directly traceable personal data
– Right now we are the only targeting provider, whose
product has a valid EuroPriSe certification
OUR EUROPRISE CERTIFICATION:
– Signed by Thilo Weichert
(Supporter of WP29)
– Standards above
the OBA-Framework
– Compliance also for
Data Solutions WE WANT TO SUPPORT TRANSPARENCY AND
THE SOCIAL CONVERSATION ON PRIVACY:
OUR PRIVACY VISION.
A CONFIDENCE
IN DATA FOR USERS
WHAT WE WANT TO PROTECT
FOR ADVERTISING COMPANIES:
CERTIFIED SOLUTIONS
PREDICTIVE BEHAVIORAL
TARGETING & DIGITAL BRANDING
•  Reach your target groups
accurately with PBT
•  Maximisation of brand
awareness & purchase
intention with easy
measurement
•  Contact class optimisation
and campaign insights
THIS IS HOW PREDICTIVE
BEHAVIORAL TARGETING WORKS
CASE STUDY
GOAL:
Increase brand
awareness for
Philips Saeco
THE CASE STUDY SETUP:
TARGET GROUP:
Adults, 30-59 years with children
and net income > 2.500 EUR
PRODUCT:
nugg.ad Predictive Behavioral
Targeting on the Open Targeting
PlatformTM
CAMPAIGN:
3 month with
21 mio. display
ad impressions
THE EVALUATION
MEASUREMENT:
More than 2.500 short
questionnaires
– Do you know Philips Saeco?
– Do you like Philips Saeco?
– Would you consider buying
Philips Saeco?
THE RESULT
nugg.ad’s targeting
boosted awareness
of the Philips Saeco
brand by 59%
IS IT POSSIBLE TO QUANTIFY
THE PRECISION OF PREDICTIVE
BEHAVIORAL TARGETING?
CASE STUDY: TARGET GROUP SHARE
PBT VS. CHANNEL ROTATION
Campaign:
Online Video Ads, 9 Mio. AIs
Target Group:
Men, aged 20-29
Product:
nugg.ad Predictive Behavioral Targeting
Evaluation:
Online-Panel by nurago (GfK)
Result:
nugg.ad increases target group share
compared to channel rotation among
all four publishers: 47% to 168%
more target group share with nugg.ad
Optimedia
ZenithOptimedia
ANY QUESTIONS?
THANK YOU!
FOLLOW US:
EUROPE‘S
AUDIENCE
EXPERTS.
1.1 Bn.
active profiles
twitter.com/stephannoller
twitter.com/nuggad
facebook.com/nuggad
15.000
profile updates per
second (peak)
40 Bn.
www.nugg.ad
predictions per month