1. Conversational Marketing Summit New York, NY June 6, 2011

2. How Privacy Drives Marketing: OBA Compliance to Build Your Brand June 6, 2011 The Conversational Marketing Summit

3. Can Privacy Pay? I believe there is an opportunity for companies that address the issue head-on with customers to differentiate themselves in a manner that reinforces a position of customer-centricity and openness. Call it customer service if you will… Mike Bloxham, Trendline Interactive “Transparency Is The New Green” Mediapost Online Media Daily, 5/16/11 3

4. OBA is broad, covering many strategies What is it? Retargeting Remarketing Network & Exchange Buying DSP’s BlueKai/Exelate Data Collection … 4

5. Self-Regulatory Program for OBA to Date Feb ’09Principles set by FTC July ’09Program definedby coalition ( ) Oct ’10Program launchedby coalition, now theDigital Advertising Alliance (DAA); Better Advertising (Evidon) endorsed Jan ’11Enforcement begins; by 5

7. Networks, et al. – get listed on DAA opt-out page

8. Get icon on every OBA ad/page

9. Deliver notice and choice through icon6 FTC is taking action against companies now Compliance status letters being sent by the CBBB and the DMA

10. FTC: From grumbles to threats… 7 “Industry needs to do a better job of meaningful, rigorous self-regulation… Put simply, this could be the last clear chance to show that self-regulation can – and will – effectively protect consumers’ privacy in a dynamic online marketplace.” - Jon Lebowitz, FTC Chairman

11. FTC: …to nailing companies, big and small 8 Both companies now have a 20-year reporting requirement to the FTC

12. Policing ourselves: The Digital Advertising Alliance 9 = What it means: OBA CompliantTrust MarkBuild Brand

13. Best-Practices Ad Notice 10 STEP 2 STEP 1

14. 11 Best-Practices Ad Notice STEP 3 Easy opt-out from each; reporting proves that the request has been sent All vendors contributing targeting to ad …the following companies helped target this ad to you... Rich detail on each vendor available Consumer profile management via ODP Global opt-out to hundreds of vendors Click here to opt out of more companies

15. 12 Best-Practices Ad Notice Open Data Partnership (ODP)—fine tune targeting profiles …the following companies helped target this ad to you... Click here to opt out of more companies

16. Best-Practices Website Notice 13 Easy opt-out from each; reporting proves that the request has been sent Rich detail on each collector available

17. You Have Options, And Obligations 14 On Advertiser’s site In Ads Use approved providerManage yourself Buy only through DAA-compliant businesses70 networks, DSPs, publishers Build your own solution ADVERTISER needs to provide simple opt-outIf 3rd party OBA tags are present

18. People Prefer Transparent Brands 15 67% 76% want to see all companies involved in targeting an ad to them feel more positive towards brands that give them control, including opt out 57% 36% feel more positive towards transparent brands more likely to buy from transparent brands Source: Better Advertising study with Millward Brown’s Dynamic Logic, “Consumer Interactions with In-Ad Notice,” November 3, 2010. Study surveyed 1,600 respondents who experienced Better Advertising ad notice through one of four brands representing different sectors. Opt-out rates average 0.0001%

19. Scott Meyer CEO scott@evidon.com