隐私友好型数字广告：超越第三方 Cookie 时代.pdf

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1、 PROTECTED 関係者外秘 PROTECTED 関係者外秘Privacy-friendly digital ads:Transitioning Beyond the Era of 3rd party cookies PROTECTED 関係者外秘WELCOME&INTRODUCTIONSTom De CordierPartnerCMS DeBackerGwendal Le GrandDeputy Head secretariatEDPB EuropeAlexandra JasparChief Legal and Compliance officerUtiqStephan JckelCEO

2、Emetriq PROTECTED 関係者外秘Identifying users in digital ad ecosystemFingerprinting(e.g.IP address,User Agent,OS version)Mobile IDsIDFAGAIDUser Accounts:Cookie IDs PROTECTED 関係者外秘Data providersprovides brief on target customer segment and(spend)budgetoptimizes ad inventory purchase plan via proprietary a

3、lgorithmsaggregates available ad space inventorysupports the sale of ad space for publishersowns the website where ad is displayedDemand-side PlatformsBrand/AgencySupply-side PlatformsPublisherAd Exchanges&NetworksConsumervisits website/apps to consume contentWalled GardensOpen InternetDigital Ident

4、ification ServiceData Provideroffers information in the context of ad impressions,e.g.,“interest in cars“connects value chain by activation&matching of data for personalizationOverview of adtech ecosystem PROTECTED 関係者外秘 Real,consented audiences but fully compliant Scalable thanks to telco reach Hig

5、h accuracy,no bot traffic Across mobile fixed-TV Typically e-mail based Accurate Limited login rates,hence lack of scale Consent and privacy concerns Based on cookies or finger-printing High risk of non-compliance No login,high reach Low accuracyUtiq Telco-powered IdentifierOther deterministic solut

6、ionsProbabilistic solutionsOverview of identifier and identity-based solutionsAuthentic Consent ServicePeoplePublishersBrands PROTECTED 関係者外秘3 markets live(FR,ES,DE)3 markets upcoming(UK,IT,AT)17 total live MNOs&MVNOs28 total live publishers(214 websites)3 total live brands(3 websites)4 partner adve