The document provides an overview of a presentation on online advertising and compliance with regulations regarding online behavioral advertising (OBA). It discusses the Digital Advertising Alliance program and tools that various companies like Truste, DoubleVerify, and Evidon provide to help advertisers and websites comply with OBA guidelines through notices, consumer choice options, and data monitoring. Consumer survey results show many are unaware of OBA but feel more favorable towards advertisers when they provide transparency and control over how browsing data is used.

3. Regulatory Update Linda Woolley EVP Washington Operations Direct Marketing Association - DMA

5. Sal Tripi Sr. Director of Operations and Compliance Publishers Clearing House

7. Digital Advertising Alliance

9. Publisher Advertiser

16. Privacy Is Important To 94% Of Consumers BASE: Total Qualified Respondents (n=1004) Q800 Privacy can have a different level of importance to different people. For you, personally, how important is the issue of online privacy?

17. Consumers Think Multiple Parties Are Responsible For Protecting Privacy Individuals themselves Social networks (e.g. Facebook, Twitter) Website owners and publishers (e.g., CNN.com, NYTimes.com, etc.) 31% Search Engines (e.g. Yahoo, Bing, Google) Online advertisers Internet Service Providers (ISPs) (e.g. Comcast, ATT) Manufacturers of browsers and other online software (e.g. Internet Explorer, Safari, Firefox, Chrome) Online advertising networks Government through legislation or regulation Independent privacy certification organizations/self regulatory organizations Wholly Responsible A Lot Responsible Responsibility of Different Groups in Protecting an Individuals Privacy BASE: Total Qualified Respondents (n=1004) Q836 When thinking about protecting an individual's online privacy, how responsible should each of the following groups be? 45% 36% 34% 44% 33% 44% 31% 40% 31% 36% 30% 40% 29% 40% 28% 31% 27% 38% 39% 31%

18. Yet, At The End Of The Day, They Trust Themselves The Most BASE: Total Qualified Respondents (n=1004) Q840 Which one would you most trust to protect your privacy?

19. Few Would Willingly Share Indentifying or Sensitive Information With Advertisers BASE: Total Qualified Respondents (n=1004) Q741 How likely are you to consent to share each of the following types of information with advertisers? Demographic information (not PII) Online browsing behavior Hobbies/Interests Current location Name Profession Contact information (email, phone, physical address) Health related information Financial information Definitely Would Not Consent Probably Would Not Consent Types of information consumers would not consent to sharing with advertisers 27% 15% 34% 21% 46% 20% 45% 19% 32% 19% 49% 22% 52% 18% 26% 14% 66% 14%

20. Little Interest In “Tracking Browser Behavior” For Any Purpose Except Security Likelihood to consent to tracking of online browsing behavior under specific circumstances BASE: Total Qualified Respondents (n=1004) Q731 For each of the following situations below, please indicate how likely you would be to consent to tracking of your online browsing behavior? 10% 32% 4% 18% 2% 13% Definitely Would Consent Probably Would Consent

21. Most Consumers Are Aware Of OBA BASE: Total Qualified Respondents (n=1004) 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 Behavioral Advertising.

22. Over Half Do Not Like Behavioral Advertising Mobile OBA Favorability 1 OBA Favorability 1. Source: “Mobile Privacy: A User’s Perspective”, TRUSTe & Harris Interactive. Spring 2011. BASE: Total Qualified Smartphone Users (n=1000) Q1045 How do you feel about being tracked by advertisers on your mobile phone? BASE: Total Qualified Respondents (n=1004) Q715 How do you feel about Online Behavioral Advertising as described above? 1%

23. 52% Believe That OBA Uses Personally Identifiable Information (PII) BASE: Total Qualified Respondents (n=1004) Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?

24. However, Favorability Increases 100% When They Are Assured PII Is Not Used BASE: Total Qualified Respondents (n=522) Q715 How do you feel about Online Behavioral Advertising as described above? Q725 If the browsing information advertisers track with Online Behavioral Advertising was not linked to your personal information (such as your name or email address, etc.), then how would you feel about Online Behavioral Advertising? 11% 22% OBA Favorability If They Believe PII Is Attached OBA Favorability If Assured PII Not Attached

25. Consumers Are Favorable To Enhanced Choice – It Improves Engagement Levels BASE: Total Qualified Respondents (n=1004) Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.

26. Consumer Awareness of the Icon is 5% Awareness Source Of Awareness BASE: Total Qualified Respondents (n=1004) Q910 Have you seen either of the following icons or symbols online? BASE: Have Seen Forward I Icon (n=32) Q915 Where did you see this icon?

27. The DAA Program Enhances Consumer Favorability Toward Advertisers 43% Favorability Toward Advertisers After Being Shown DAA Notice/Choice Experience BASE: Total Qualified Respondents Q935/Q950 And, how does having this information available make you feel about the advertiser?

28. Most Consumers Are Aware Of Mobile Tracking -The Vast Majority Want The Ability To Opt-Out 1 Feelings About Advertiser Tracking 1. Source: “Mobile Privacy: A User’s Perspective”, TRUSTe & Harris Interactive. Spring 2011. BASE: Total Qualified Smartphone Users (n=1000) Q1040 Are you aware that advertisers are tracking your mobile activities and delivering ads targeted to you based on your behavior? Q1045 How do you feel about being tracked by advertisers on your mobile phone? Q1050 Are you interested in being able to opt in or out of targeted mobile ads?

30. TRUSTed Ads A TRUSTe ad tag inserts the Advertising Option Icon. 1. The icon launches TRUSTe-served privacy notice 2. Consumers can navigate from the privacy notice to TRUSTe ’s Opt-Out Preference Manager 3.

31. TRUSTed Ads – Behind the Scenes Two Integration Points Consumer Experience Platform Tools Allstate Insurance cares about your privacy. Advertising.com delivered this personalized ad for Allstate based on your interests. Trafficking Console Compliance Reporting Operational Reporting OBA Database Ad Tag HTML Notice Presentation Icon Serving Preference Management

36. The Digital Advertising Environment Visibility is Limited 31% Non-Compliance

43. While Circle Grows… So does the opportunity…

44. … And so do the tools and consumer confidence

47. Purpose-Built for Compliance Self-Regulatory Regulatory Contractual Advertentievoorkeuren Deze advertentie werd voor u geselecteerd door Canon op basis van uw eerdere zoekopdrachten en surfgedrag. Canon werkt samen met internetbedrijven om u advertenties te tonen die zo goed mogelijk aansluiten bij uw interesses, bepaald op basis van uw recente surfgedrag. Voor meer informatie klikt u op de link “ Meer informatie & privacy-opties ”

48. Purpose-Built for Compliance Advertentievoorkeuren 65+ billion notices ( will update) 100+ brands 40+ networks, DSPs, etc Auto-translation into French, Dutch, German, Italian, and Spanish (to start) 4+ million downloads 300k member opt-in panel 800+ companies, 8M domains Deze advertentie werd voor u geselecteerd door Canon op basis van uw eerdere zoekopdrachten en surfgedrag. Canon werkt samen met internetbedrijven om u advertenties te tonen die zo goed mogelijk aansluiten bij uw interesses, bepaald op basis van uw recente surfgedrag. Voor meer informatie klikt u op de link “ Meer informatie & privacy-opties ”

50. — Tracking the Trackers

54. Walmart: Navigating Complexity Effectively OBA on unaffiliated sites Robust disclosure and controls 3 rd party ads on Walmart.com … that use 1 st party data… … and 3 rd party data

55. The Icon—It’s Not Just for OBA Anymore… = Think: Nutritional label for ads