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Q715 How do you feel about Online Behavioural Advertising as described above? Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? 18 Consumer OBA Perceptions Awareness of Online Behavioural Advertising Favourability Toward OBA CONFIDENTIAL 18 Believe PII Is Attached To Tracking Activity UK Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1027) Q710 Are you aware that some advertisers and websites track your browsing activities and show you ads deemed relevant based on your browsing history? This is commonly referred to as Online Behavioural Advertising. 17 Business Impact I Avoid Doing Business with Companies who I do not Believe Protect my Privacy Online CONFIDENTIAL 17 91% AgreeSource: 2013 Q1 GB Consumer Confidence Index
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16 Consumer Privacy Perceptions How Often Do You Worry About Your Privacy Online? CONFIDENTIAL 16 Source: 2013 Q1 GB Consumer Confidence Index 88% Worry
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15 Consumer Privacy Research CONFIDENTIAL 15 14 TRUSTed Ads: A Snapshot Online Behaviourally Targeted Ad (OBA) Consumer In-ad Notice Presentation Icon Serving Preference Management CONFIDENTIAL 14 Consumer Experience Platform Tools Trafficking Console Compliance Reporting Operational Reporting OBA Database Or TRUSTe has served over half a trillion AdChoices impressions worldwide 13 TRUSTed AdsApproved Icon Provider of the EDAA 2009 IAB UKs Good Practice Principles for OBA released April 2011 IAB Europe introduced Self- Regulatory framework for OBA based on IAB UK Principles October 2012 EDAA officially launches July 2013 TRUSTe applies to be an EDAA Certification Provider CONFIDENTIAL 13 June 2013 EDAA names TRUSTe as an officially approved icon provider July 2012 EDAA names TRUSTe as a provisionally approved icon provider TRUSTe is now an officially Approved Icon Provider of the European Interactive Digital Advertising Alliance (EDAA) 12 TRUSTe EU Privacy Management Platform EU Self Regulatory Solutions TRUSTed Ads EU TODAYS TOPIC CONFIDENTIAL 12 EU Privacy Directive Solutions EU Cookie Audit TRUSTed Websites Consent Manager Directive 2009/136/EC 11 Global Leader in Privacy Management Solutions 15 years of privacy experience #1 privacy brand & trustmark Robust technology infrastructure Comprehensive Solution Suite TRUSTe Overview CONFIDENTIAL 11 All online channels Leading global AdChoices provider (Serving Billions of Daily Impressions) Technology + Services + Certifications Large / Loyal Customer Base Over 5,000 clients Over 90% renewal rate Cross industry solutions 9 Educational Campaign Winning concept of EACA student competition Starting in three markets in June: CONFIDENTIAL 9 Starting in three markets in June: UK, DE and IRL Donated inventory 7 Compliance & Enforcement Self-Certification (Third-Party certification (Approved Certification Providers) & Trust Seal EASA network (European Advertising CONFIDENTIAL 7 EASA network (European Advertising Standards Association) Licensing contracts (Icon & YOC) being currently signed with companies TRUSTe - Approved Provider Visual & functional improvements planned. Visual & functional improvements CONFIDENTIAL 6 YOC translated in 24 languages, 29 countries. 6 Current status 200 signatories 80 companies integrated on the Consumer Choice Platform at (YOC) YOC translated in 24 languages, 29 countries. 5 The Programme Consistent with the DAA, while taking into account European environment Two differences: Obligations of web site operators CONFIDENTIAL 5 Obligations of web site operators Third-party certification is required
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3 European Interactive Digital Advertising Alliance CONFIDENTIAL 3 Launched Oct. 2 European OBA Self Regulatory Programme An Overview CONFIDENTIAL 2 Ionel Naftanaila, PhD 1 Online Behavioral Advertising in EU CONFIDENTIAL 1 Online Behavioral Advertising in EU Improving Your Campaign Effectiveness Through Compliance Presented by: Ionel Naftanaila Rick Armstrong Project & Technical Manager, EDAA Product Marketing, TRUSTe July 2, 2013