1. Who is Bill Beckler?

2. • Part of Sabre and Travelocity
• Powerful and historic brand in the UK
• Synonymous with “e-commerce”
• Overall sales in the billions
• Top seller of West End shows
• Top 50 Google advertiser
• Dozens of sites and brands
• Client of TagMan

4. “Remove advertising, disable a
person or firm from proclaiming
its wares and their merits, and
the whole of society and of the
economy is transformed. The
enemies of advertising are the
enemies of freedom.”

5. EU Privacy Directive =
There are no problems, only
opportunities to be creative

6. Use the EU Privacy Directive
to promote your brand!

7. “The consumer isn't a
moron; she is your wife.
You insult her intelligence
if you assume that a mere
slogan and a few vapid
adjectives will persuade
her to buy anything. She
wants all the information
you can give her.”

10. “The more informative
your advertising, the more
persuasive it will be.”

11. Audit EVERYTHING!
• CYA/Hire an auditor
• Use Ghostery etc.
• Look in Tagman

12. “There is no need for advertisements
to look like advertisements. If you
make them look like editorial
pages, you will attract about 50 per
cent more readers.”

13. “Every advertisement
must contribute to the
complex symbol, which
is the brand image.”

14. Notification options
• Footer version (notification, implied consent)
• Subtle header (notification, implied consent)
• Big header (notification, implied consent)
• Overlay version (notification, real opt-in)
Leading to

15. Education
Opportunity
• Interesting
• Fits the brand
• Actually educational
• Sells the brand
Leading to

16. Opt out!
Hooray TagMan!!!

17. “Never write an advertisement
which you wouldn't want your
family to read. You wouldn't tell
lies to your own wife. Don't tell
them to mine.”

18. Questions?