IAB Transparency & Consent Framework

Transparency & Consent Framework, Interactive Advertising Bureau (IAB)


  • Accessing a device allow storing or accessing information on a user’s device.
  • Advertising personalisation allow processing of a user’s data to provide and inform personalised advertising (including delivery, measurement, and reporting) based on a user’s preferences or interests known or inferred from data collected across multiple sites, apps, or devices; and/or accessing or storing information on devices for that purpose
  • Analytics allow processing of a user’s data to deliver content or advertisements and measure the delivery of such content or advertisements, extract insights and generate reports to understand service usage; and/or accessing or storing information on devices for that purpose.
  • Content personalisation allow processing of a user’s data to provide and inform personalised content (including delivery, measurement, and reporting) based on a user’s preferences or interests known or inferred from data collected across multiple sites, apps, or devices; and/or accessing or storing information on devices for that purpose.


  • Matching data to offline sources combining data from offline sources that were initially collected in other contexts.
  • Linking devices allow processing of a user’s data to connect such user across multiple devices.
    Precise geographic location data allow processing of a user’s precisegeographic location data in support of a purpose for which that certain third party has consent.

Purpose versus Feature

  • Purpose is a data use that drives a specific business model and produces specific outcomes for consumers and businesses. Purposes must be itemised at the point of collection, either individually or combined.
  • Feature is a method of data use or data sourcing that overlaps across multiple purposes. Features must be disclosed at the point of collection, but can be itemised separately to cover multiple purposes.


Pre-Conference AdTech Summarization | Gubbins

; Things you should know about AdTech, today; In His Blog, centrally hosted on LinkedIn; 2017-08-30; regwalled (you have to login to linkedin).


Boosterism in front of the trade shows
  • Exchange Wire #ATSL17
  • Dmexco
  • Programmatic IO


  • There be consolidation in the DSP category.
  • There will be more DSPs not less fewer.
  • Owned & Operated (O&O)
  • preferential deals
  • private equity companies
  • party data & a GDPR compliant screen agnostic ID
  • no “point solutions.”
  • Doubleclick Bid Manager (DBM), Google
  • Lara O’Reilly; Some Article; In Business Insider (maybe); WHEN?
    tl;dr → something about how Google DSP DBM guarantee “fraud-free” traffic.
  • Ads.txtAuthorized Digital Sellers, IAB Tech Lab
  • Claimed:
    comScore publishers are starting to adopt Ads.txt

Buy Side

Deal Flow
  • Sizmek acquired Rocket Fuel, (unverified) $145M.
  • Tremor sells its DSP to Taptica for $50M.
  • Singtel acquired Turn for $310M.
No flow, yet
  • Adform
  • MediaMath
  • DataXu
  • AppNexus

Sell Side

  • Header Bidding (HB)
    • Replaces the SSP category
    • <quote>effectively migrated the sell sides narrative & value prop of being a yield management partner to that of a feet on the street publisher re-seller.</quote>
  • QBR (Quarterly Business Result?)
  • Prebid.js
  • With server bidding, too.
  • Supply Path Optimization (SPO)
    • Brian O’Kelley (AppNexus); Article; In His Blog; WHEN?
      Brian O’Kelley, CEO, AppNexus.
    • Article; ; In ExchangeWire; WHEN?
  • Exchange Bidding in Dynamic Allocation (EBDA), Google
The Rubicon Project
a header tag, compatible with most wrappers, no proprietary wrapper, only Prebid.js
Index Exchange
a header tag, compatible with most wrappers, a proprietary wrapper
a header tag that, compatible with many (not ‘most’) wrappers, a proprietary wrapper
a header, compatible with many (not ‘most’) wrappers, a proprietary wrapper (that is better than OpenX’s which is not enterprise grade)
a header tag, compatible with many (not ‘most)’ wrappers, a proprietary wrapper.
  • TrustX
    • with
      • Digital Content Next
      • IPONWEB
      • ANA
    • Something about a transparent marketplace.
  • Something about another supply network
    • German
    • trade press in Digiday
  • No header bidding, yet.
  • Mobile equals Adware (“in app”)
    • but Apps don’t have “browsers.”
    • but App browsers don’t have “pages” with “headers.”
    • though Apps have SDKs (libraries).
  • RTL acquires SpotX
  • <quote>One could argue video is the perfect storm for header bidding, limited quality supply & maximum demand, the ideal conditions for a unified auction…</quote>
Talking Points
  • The industry is currently debating the pros & cons of running header bidding either client or server side (A lot boils down to latency V audience match rates)
  • Google offer their own version of header bidding, this is referred to as EBDA (Exchange Bidding in Dynamic Allocation) and is available to DFP customers.
  • Facebook recently entered header bidding by launching a header tag that enables publishers to capture FAN demand via header bidding on their mobile traffic.
  • Criteo entered header bidding by offering publishers their header tag (AKA Direct Bidder) that effectively delivers Criteos unique demand into the publisher’s header auction, at a 1st rather than cleared 2nd price.
  • Amazon have launched a server to server header bidding offering for publishers that delivers unique demand and the ability to manage other S2S demand partners for the publisher.
Extra Credit
  • <quote>senior AdTech big wigs</quote>
  • programmatic auction process
  • 1st v 2nd price
  • 2nd price was for waterfall
  • 1st price will be for unified (header bidding)

General Data Protection Regulation’ (GDPR)

  • 2018-05
  • Consent must be collected.
  • Will make 2nd party data marketplaces economical.
  • The salubrious effect.
  • Publishers have a Direct Relationship with consumers.
    this is argued as being “better.”
  • Industry choices
    • collect holistic consent
      <quote>one unified [process] of consumer [outreach] rather than one for every vendor</quote>
    • individual vendor consent
      <quote>for every cookie or device ID that flows through the OpenRTB pipes we have spent the last 10 years laying.</quote>

Viewability & Brand Safety

  • IAB
  • MRC

Talking Points

  • Moat was sold to Oracle for reported number of $800M.
  • PE Firm Providence Equity bought a % of Double Verify giving them a reported value of $300M.
  • Integral Ad Science remains independent, for now


  • Telcos have what everybody in AdTech wants:
    • accurate data
    • privacy compliant data
    • scaled data
    • 1st party data.
  • Telcos want what AdTech & publishing companies have:
    • programmatic sell and buy side tools
    • content creation functions
    • distribution at scale.
    • diversification of revenues

Talking Points

  • Verizon buys AOL & Yahoo to form Oath, a publisher, a DSP, a DMP.
  • Telenor buys TapAd, a cross-device DMP-type-thing
  • Altice buys Teads, a streaming video vendor)
  • Singtel buys Turn, a DSP
  • AT&T needs a line in this list; might want to buy Time Warner which is a movie studio, media holding copmany, a cable operator, an old owner of AOL.
Raised $18.75M, Series A. Why?
Raised $20M, through Series B, Why?

Data Management Platform (DMP)

  • Not a pure-play business.
    • A division, not a business.
    • An interface, not a division.
  • Everyone wants to own one.
  • Should DMP’s also be in the media buying business?
  • What are DMP’s doing to stay relevant for a world without cookies?
  • Do DMP’s plan to build or buy device graph features / functions?
  • For platforms that process & model a lot of 1st, 2nd & 3rd party data, how will they be affected by the pending GDPR?
Talking Points
  • Adobe bought Tube Mogul, a video DSP, for $540M (based on information &amp belief).
  • Oracle bought Moat, a verification feature, for $800M
  • Oracle bought Crosswise, a cross-device database, for <unstated/>
  • Salesforce bought Krux, a DMP, FOR $700M

Lotame remains independent, for now

ID Consortium’s & Cross-Device Players

Probabilistic “won’t work”
<quote>The GDPR may make it very difficult for a number of probabilistic methods to be applied to digital ID management.</quote>
Walled Garden
They … <quote>are using their own proprietary cross-screen deterministic token / people based ID that in many cases only works within their O&O environments.</quote>
Universal ID
Is desired. <quote>CMO’s & agencies in the future will not be requesting a cleaner supply chain, but a universal ID (or ID clearing house) that will enable them to manage reach, frequency & attribution across all of the partners they buy from.</quote>
The DigiTrust
<quote>This technology solution creates an anonymous user token, which is propagated by and between its members in lieu of billions of proprietary pixels and trackers on Web pages.</quote>
Claim: “Many” leading AdTech companies are already working with the DigiTrust team. [Which?]
AppNexus ID Consortium
  • Scheme: people-based ID.
  • Launch: 2017-05
  • Trade Name: TBD
    • Index Exchange
    • LiveRamp
    • OpenX
    • Live Intent
    • Rocket Fuel
  • Adbrain
  • Screen6
  • Drawbridge



  • Blockchain is slow, too slow, way too slow
    Blockchain can handle 10 tps.
  • Does not work in OpenRGB
    • New York City
  • Some Q&A; In AdExchanger
    tl;dr → interview of Dr Boris WHO?, IPONWEB; self-styled “the smartest man in AdTech and he concurs”

Artificial Intelligence

  • Is bullshit.
  • c.f.(names dropped)
    • Deepmind
    • Boston Dynamics


  • DOOH
  • Audio
  • Programmatic TV
  • Over The Top (OTT)
  • MarTech != AdTech

Previously filled.

Continued Compendium on Ad Blocking in Advertising Age through 2015-09-15

Continued from the Compendium through 2015-12-xxx

In Advertising Age circa 2015-09-14


Compendium on Ad Blocking in Advertising Age through 2015-09-05


Why Ad-Blocking Is Good News for Almost Everyone; (Havas); 2015-09-15.
Teaser: Apple’s Move to Block Mobile Ads Will Force Advertisers to Rethink Mobile

Tom Goodwin,
senior VP-strategy and innovation, Havas Media, New York.
ex-founder, director, Tomorrow Group, London.


  • a contrarian view
  • Apple
  • iO 9
  • <quote>The surprisingly, rarely challenged, assumption in advertising has always been that there should be a relatively close correlation between time spent in a channel and the advertising spend within it. So as we spend more of our lives staring into our smartphones, the need for marketers to spend more money on mobile grows by the day.</quote>


as a listicle

  1. Premium mobile advertising
    e.g. Superbowl ads, Vogue (magazine) ads
  2. insidious advertising
    native ads, advertorials branded content
  3. Branded utility
    apps; e.g. Michelin guide

So Which Ad-Blocking Parasite Are You Going to Go After?; ; 2015-09-14.
Teaser: Convince Consumers or Sue the Ad-Blocking Companies; You Have to Do Something
Ken Wheaton, editor, Advertising Age

tl;dr → equates ad blocking with theft.


  • very shrill [very very shrill], very angry
  • <quote>But it’s a bad idea to believe that consumers care much about the plight of marketers or publishers.</quote>
  • <quote>The worst possible response, however, is paying an ad-blocking company or an anti-ad-blocking company money to get ads past filters and in front of the viewer. </quote>
  • <quote>I can’t quite believe I’m saying this, but how about suing the ad blockers out of existence?</quote>
  • <quote>But as WPP Digital President and Xaxis Chairman David Moore, who also serves as chairman of the board of directors for the IAB Tech Lab, points out, the ad blockers “are interfering with websites’ ability to display all the pixels that are part of that website; arguably there’s some sort of law that prohibits that.</quote>
  • <quote>But theft is still theft, even if it’s dressed up as some sort of digital Robin Hood act. You’re not just interfering with pixels, you’re interfering with business.</quote>

Memes, Argot

  • the consumer is in control
  • ad skipping
  • hyper-targeted, data-fueled ad environment
  • banner blindness
  • extortion

Yes, There Is a War on Advertising. Now What?; , ; 2015-09-14.
Teaser: Ads Are Being Cast as the Enemy as Consumers Find More and More Ways to Block Them


  • Apple
  • iOS 9
  • Numerics towards the prevalence of ad blocking are recited.
    • Brian Wieser, staff, Pivotal Research Group.
    • ComScore’s U.S. Mobile App Report.
    • eMarketer
  • AdBlock Mobile
  • Eyeo
  • Adblock Plus
  • Howard Stern
    promoted Ad ad blocking, as a concept, on his show.
  • Responses
    • Hulu → block consumers who block ads
    • Washington Post → some trials, push consumers to subscribe, to whitelist the site & its ads
  • Countermeasures
    • PageFair
    • Secret Media
    • Sourcepoint
    • Yavli
  • TrueX
    • Acquired by Fox Networks Group, 2014-12.
    • Joe Marchese, founder
  • Fox Networks Group
    • branded content
    • show: “MasterChef Junior”
      sponsored by: California Milk Advisory Board.


credulously, as authoritative



for color, background & verisimilitude

  • Dan Jaffe, lobbyist, Association of National Advertisers (ANA)
  • Scott Cunningham, senior VP, Interactive Advertising Bureau (IAB); general manager, Tech Lab, Interactive Advertising Bureau (IAB).
  • David Moore, President, WPP Digital; Chairman, Xaxis; Chairman of the Board of Directors, Tech Lab, Interactive Advertising Bureau (IAB).
  • Joe Marchese, president-advanced ad products, Fox Networks Group.
  • Brian Wieser, staff, Pivotal Research Group.

Confusion Reigns as Apple Puts the Spotlight on Mobile Ad Blocking; Maureen Morrison; In Ad Age; 2015-09-08.
Teaser: Mobile Ad Blocking Is Present and Effective Before Apple Updates a Thing

tl;dr → reprise, same material


Via: backfill.

Compendium on Ad Blocking in Advertising Age through 2015-09-05

IAB Explores Its Options to Fight Ad Blockers, Including Lawsuits; ; In Advertising Age; 2015-09-04.
Teaser: Trade Org Has Held Two Summits This Summer to Map a Course of Action


  • Interactive Advertising Bureau (IAB)
  • A Summit Meeting, New York City, 2015-07-09.
  • PageFair, Adobe
    tl;dr → that same report is endlessly recited unquestioningly
    The 2015 Ad Blocking Report: The Cost of Ad Blocking; PageFair with Adobe; 2015-08-09; 17 pages; landing, previously noted.
  • Causality
    • Flash is deprecated
    • HTML5 is promoted
    • Viewability metrics cause blocking be measured & managed.


  • make better ads
  • publishers ask consumers to pull shields down
  • lockout [publishers refuse to serve consumers who wear adblock]
  • litigation [c.f. an application of the DMCA]
  • countermeasures [technical means, via suppliers]
  • paywalls
  • native advertising



  • PageFair
  • Secret Media
  • Sourcepoint
  • Yavli


for color, background & verisimilitude

  • Scott Cunningham
    • senior VP, IAB
    • general manager, [IAB] Technology Lab.
  • David Moore
    • President, WPP Digital
    • Chairman, Xaxis

Via: backfill.

How Digital-Native Publishers Are Dealing With Ad Blocking, , 2015-09-03.
Teaser: Mic, Quartz, Vox Media Turn to Branded Content, Tech Platforms’ Apps


  • BuzzFeed
  • Mic
  • Quartz
  • Vox Media
  • Ad Block Plus
  • Countermeasures
    • advertorials
    • branded content
    • custom branded content
    • native advertising
    • promotional placements
    • sponsorships
  • Distribution [contra running The Portal]
    • Apple News
    • Facebook Instant Articles
    • Flipboard
  • Dean Murphy
  • Exemplar
    • a page at Mic with the story of the renaming of Mt McKinley to Denali
    • work performed by Ad Age staff
    • [very confusing, read carefully] <quote>When Ad Age checked out Mic’s aforementioned Denali article using an iPhone’s Safari browser, the ad-carrying page weighed in at 4.11 megabytes, which is 1.51 megabytes heavier than the ad-free desktop version but 14.59 megabytes lighter than the ad-full desktop page.</quote>.
    • Tabulation
      Safari iOS iPhone ad-carrying 4.11 MB
      Safari OS/X Mac (Laptop) ad-free 2.60 MB
      Safari OS/X Mac (Laptop) ad-full 18.70 MB


for color, background & verisimilitude

  • Chris Altchek, CEO, Mic
  • Jim Bankoff, CEO, Vox Media
  • Joy Robins, seinor VP-global revenue and strategy, Quartz

TV Networks Confront Ad Blockers Erasing Their Commercials Online, , 2015-08-31.
Teaser: CBS Blocks the Blockers While Fox Explores Friendlier Ad Models


  • ABC
    • ABC.com
  • Fox
    • Fox.com
  • Hulu
  • NBC
    • NBC.com
  • Universal
  • Ad Block
  • Chrome
  • streaming episodes of TV shows delivered off of web sites.
  • CBS Interactive
  • several “declined to comment”


for color, background & verisimilitude

  • Eric Franchi, co-founder, Undertone
  • Joe Marchese, president-advanced ad products, Fox Networks Group; ex-founder TrueX (acquired by Fox 2014-12).
  • David Morris, chief revenue officer, CBS Interactive

Ad Blocking Is a Growing Problem. What’s the Fix?, , , 2015-06-19.
Teaser: Publishers Including CBS Interactive, Forbes, DailyMail Weigh Their Options


  • Eyeo
  • factoids are recited
  • UC browser
    • built-in ad blocking
    • 500M consumers
    • Regional popularity
      • India
      • China,
  • Maxthon Browser
    • built-in ad blocking
    • partnership with Ad Block Plus
    • 120M consumers
  • “I love my audience, but fuck you, ad blockers — 20% of my revenue is gone.” attributed to Mike Germano, Vice
  • Interactive Advertising Bureau (IAB)
  • Interested in solutions
    • CBS Interactive
    • Daily Mail
    • Forbes
    • Vice
  • Have paid off Ad Block (Eyeo)
    • Amazon
    • Google
    • Microsoft
  • Native advertisers
    • BuzzFeed
    • Outbrain
  • Fremium, paywall, subscriptions
    and more so: behind the paywall they still have ads

    • The New York Times (NYT)
    • Pandora
    • Spotify
    • The Wall Street Journal (WSJ)
    • YouTube


  1. Pay the Ad Blockers
  2. Go Native
  3. Ask Consumers for Sympathy
  4. Block Content From Consumers Who Use Ad Blockers [The Nuclear Option]
  5. Fremium Model


for color, background & verisimilitude

  • Ben Barokas, founder, Sourcepoint
  • Sean Blanchfield, CEO, PageFair
  • Scott Cunningham, IAB
  • Mike Germano, Chief Digital Officer, Vice [Media]
  • Dax Hamman, senior VP-business development and product, Rubicon Project.
  • Jason Kint, CEO, Digital Content Next (a trade booster)
  • David Morris
    • chief revenue officer, CBS Interactive
    • chairman, Interactive Advertising Bureau (IAB)
  • Jon Steinberg, CEO, DailyMail
  • Ben Williams, director, communications & operations, Eyeo

Publishers Watch Closely as Adoption of Ad Blocking Tech Grows, , 2015-02-15.
Teaser: IAB Says It Is a Growing Problem


  • Ad Block Plus
  • ClarityRay,
  • bought by Yahoo
  • IAB Annual Leadership Meeting
  • Claimed to have paid off Ad Block Plus (Eyeo)
    • Amazon
    • Google
    • Microsoft


for color, background & verisimilitude

  • Mark Addison, press relations, Ad Block Plus
  • Eric Franchi
    • co-founder, Undertone
    • board member, IAB
  • Mark Howard, chief revenue officer, Forbes.
  • Serge Matta, CEO, comScore
  • David Morris, Chairman, IAB
  • Mike Zaneis, exec VP-public policy and general counsel, IAB


Some impressions on Internet advertiser security | Citizen Lab (U. Toronto)

Andrew Hilts (Citizen Lab); Some impressions on Internet advertiser security; In Their Blog; 2015-03-30.
Andrew Hilts, Executive Director of Open Effect and Research Fellow, Citizen Lab.

Promotional Cross-Posts


<quote>We found a significant disparity between the level of HTTPS support in the ad industry referred to on the IAB’s blog and what we measured with our tests. We furthermore found that more than half of the ad trackers found on popular news websites that use cookie-based tracking mechanisms have no security measures in place to stop bad actors from collecting and correlating these unique identifiers with other browsing data. An important area of future work will be to repeat these tests in six months, and again in a year’s time to determine the relative success of the IAB’s call to security.</quote>


  • Cookie-based tracking
  • NSA uses Google cookies to pinpoint targest for hacking ; Ashkan Soltani, Andrea Peterson, Barton Gellman; In The Washington Post; 2013-12-10.

    • Google’s cookie PREFID
  • How Advertisers Use Internet Cookies To Track You; Christina Tsuei; In Wall Street Journal Video; a tutorial; 2010-07-30; 7:04.
  • Brendan Riordan-Butterworth (IAB); Adopting Encryption: The Need for HTTPS. In Their Blog; 2015-03-25.

  • TrackerSSL
  • Disconnect
  • HTTPS Everywhere
  • Surveys
    • Alexa 100 News Sites
      • <quote>Overall the results show that news websites are slightly beyond the midway point of getting their third party dependencies secured before they themselves can reliably implement HTTPS.</quote>
    • Digital Advertising Alliance (DAA)
      • <quote> 38% of the 123 advertisers in the Digital Advertising Alliance’s own database support HTTPS, less than half of the 80% figure referred to by [the IAB]</quote>
    • Disconnect Tracker Inventory
      • <quote>[Under] 11% of ad trackers in this list supported HTTPS in practice <snip/> Another 3.8% did support HTTPS but used server configurations to actively redirect users away from a secure to an insecure connection. The remaining 85.7% of advertising trackers did not support HTTPS at all</quote>


Alexa 100 News using HTTPS
DAA Ad Choices, use of SSL
Disconnect Census of Trackers' use of HTTPS

Via: backfill

Online Ads Roll the Dice declares the Federal Trade Commission (FTC)

Latanya Sweeney (FTC); Online Ads Roll the Dice; In Their Blog; 2014-09-25.
Latanya Sweeney is Chief Technologist at the Federal Trade Commission (FTC)
Teaser: Online ads, exclusive online communities, and the potential for adverse impacts from big data analytics

tl;dr => content targeting is bad, audience targeting is insidious.

Original Sources

Big Data: A Tool for Inclusion or Exclusion?; workshop; Federal Trade Commission (FTC); 2014-09-15;

  • Proceedings & Media
  • Commentariat
  • Speakers
    • Kristin Amerling, Chief Investigative Counsel and Director of Oversight, U.S. Senate Committee on Commerce, Science and Transportation
    • Alessandro Acquisti, Associate Professor of Information Systems and Public Policy, Heinz College, Carnegie Mellon University and Co-director of the CMU Center for Behavioral Decision Research
    • Katherine Armstrong, Senior Attorney, Division of Privacy and Identity Protection, FTC
    • Solon Barocas, Postdoctoral Research Associate, Princeton University Center for Information Technology Policy
    • danah boyd, Principal Researcher, Microsoft Research, Research Assistant Professor, New York University
    • Julie Brill, Commissioner, Federal Trade Commission
    • Christopher Calabrese, Legislative Counsel, American Civil Liberties Union
    • Leonard Chanin, Partner, Morrison Foerster
    • Daniel Castro, Senior Analyst, Information Technology and Innovation Foundation
    • Pamela Dixon, Founder and Executive Director, World Privacy Forum,
    • Cynthia Dwork, Distinguished Scientist, Microsoft Research
    • Mallory Duncan, Senior Vice President and General Counsel, National Retail Federation
    • Patrick Eagan-Van Meter, Program Specialist, Division of Financial Practices, FTC
    • Jeanette Fitzgerald, General Counsel and Chief Privacy Officer, Epsilon
    • Tiffany George, Senior Attorney, Division of Privacy & Identity Protection, FTC
    • Jeremy Gillula, Staff Technologist, Electronic Frontier Foundation
    • Gene Gsell, Senior Vice President, U.S. Retail & CPG, SAS
    • Mark MacCarthy, Vice President for Public Policy, Software Information Industry Association
    • Carol Miaskoff, Assistant Legal Counsel, Office of Legal Counsel, Equal Employment Opportunity Commission
    • Montserrat Miller, Partner, Arnall Golden Gregory LLP,
    • Christopher Olsen, Assistant Director, Division of Privacy and Identity Protection, FTC
    • C. Lee Peeler, President and CEO of the Advertising Self-Regulatory Council and, Executive Vice President, National Advertising Self-Regulation, Council of Better Business Bureaus
    • Stuart Pratt, President and CEO, Consumer Data Industry Association
    • Edith Ramirez, Chairwoman, Federal Trade Commission
    • Jessica Rich, Director, Bureau of Consumer Protection, Federal Trade Commission
    • David Robinson, Principal, Robinson + Yu
    • Michael Spadea, Director, Promontory Financial Group
    • Latanya Sweeney, Chief Technologist, Federal Trade Commission
    • Peter Swire, Professor of Law and Ethics, Scheller College of Business, Georgia Institute of Technology
    • Nicol Turner-Lee, Vice President and Chief Research & Policy Officer, Minority Media and Telecommunications Council
    • Joseph Turow, Professor, Annenberg School for Communication, University of Pennsylvania
    • Christopher Wolf, Senior Partner, Hogan Lovells, Founder and Chair, Future of Privacy Forum, Chair, National Civil Rights Committee, Anti-Defamation League
    • Katherine Worthman, Senior Attorney, Division of Financial Practices, FTC
    • Jinyan Zang, Research Fellow in Technology and Data Governance, Federal Trade Commission

Big Data, a Tool for Inclusion or Exclusion?; Edith Ramirez (FTC), Solon Baracas (Princeton); Workshop Slides; 36 slides.

  • A tutorial on “data mining,” i.e. what is it?
  • Claims:
    • Data mining is always & by definition a form of discrimination, by conferring upon individuals the traits of those similar to them [it is rational, statistically-based stereotyping] (slide 9)
    • Data mining can be wrong; can be skewed, can overcount, can undercount, can mis-label, can mis-classify; there be dragons here. (middle)
    • Data mining unintentionally exacerbates existing inequality; there is no ready answer (slide 25)

Latanya Sweeney, Jinyan Zang (FTC); Digging into the Data; presentation; 30 slides.

  • Subtitles (huge subtitles)
    • If the appropriateness of an advertisement for a publication depends on the nature and character of the publication, then
      how “appropriate” might big data analytics decisions be when placing ads?
    • If the appropriateness of an advertisement for a publication depends on the nature and character of the publication, then how “appropriate” might big data analytics decisions be when placing ads?
  • Contributors
    • Krysta Dummit, undergraduate, Princeton 2015.
    • Jim Graves, graduate student, Carnegie Mellon University (CMU)
    • Paul Lisker,  undergraduate, Harvard University 2016.
    • Jinyan Zang, Oliver Wyman (a consulting boutique), Harvard University 2013.
  • Mentions
  • Promise:
    • A forthcoming paper: contact Latanya Sweeny for a copy upon release




alt text for 3
alt text for 4
alt text for 5
alt text for 6
alt text for 7

Via: backfill

OpenRTB v2.2


  • Comprehensive support for private marketplace (aka private exchange or Deal ID)
  • Improved support for new types of video and mobile inventory
  • Support for signals from publishers to buyers to abide by COPPA regulations
  • Support for differentiating secure (https) and non-secure inventory
  • Support for buyers to send flags to sellers in real-time about suspected non-human traffic (aka bot traffic)



Participant (Founders)

  • Demand-Side Platforms (DSP):
    • DataXu,
    • MediaMath,
    • Turn
  • Supply-Side Platforms (SSP):
    • Google (AdMeld),
    • Pubmatic,
    • Pulsepoint (ContextWeb)
    • The Rubicon Project.

There are others (see the committers list; e.g. MediaMath)


Other Actualities

An Empirical Analysis of the Value of Information Sharing in the Market for Online Content | Beales, Eisenach

J. Howard Beales, Jeffrey A. Eisenach; An Empirical Analysis of the Value of Information Sharing in the Market for Online Content; Navigant Economics, commissioned by the Digital Advertising Alliance (DAA); 2014-01; 19 pages.


(from the Introduction)

This paper studies the importance of consumer-related information to the market for display advertising and, in turn, to the publishers who produce and distribute online content. Our study is based on two primary data sets. The first is a large, impression-level database of advertising placements during a one-week period in August 2013, provided by two anonymous companies that operate advertising exchanges with automated bidding. These data form the basis for an econometric analysis that allows us to measure the premium paid by advertisers for ads served to customers with cookies, and ultimately to assess the added economic value generated by information sharing in the online content market. The second data set, provided by Adomic, measures the relative prevalence of ads generated by different advertising models based on observations of display ad placements for the top 4000 publishers. This data set allows us to assess the relative significance of third party advertising technology models to the industry in general, and to smaller, “long-tail” web sites in particular.

The results of our econometric analysis corroborate and extend an emerging body of empirical work documenting the value of information sharing in online advertising. Our estimates indicate that advertisers place significantly greater value on users for whom more information is available, and our results are highly significant both in a statistical and economic sense: after controlling for other factors, the availability of cookies to capture user-specific information is found to increase the observed exchange transaction price by at least 60 percent relative to the average price (for users with “new” cookies), and by as much as 200 percent (for users with longer-lived cookies). In addition, the Adomic data reveal that even the largest publishers rely on third-party technology models to serve approximately half of their advertising impressions, while “long-tail” publishers rely upon third-party technology models for up to two thirds of their advertising volumes.



Source: Ad Week

Via: backfill

Economic Value of Online Advertising and Data

John Deighton, Peter A. Johnson; The Value of Data: Consequences for Insight, Innovation & Efficiency in the U.S. Economy; Direct Marketing Association (DMA); 2013-10-18; 103 pages; mentioned.



Ad-Supported Internet Responsible for 5.1 Million U.S. Jobs, Contributes $530 Billion to U.S. Economy in 2011 Alone, According to IAB Study; press release; 2012-10-01.
Teaser: New York, California, Washington, Massachusetts, and Illinois are the Top 5 States Where Companies Drive Digital Industry Jobs

Via: backfill, backfill

Ad blockers: A solution or a problem? | ComputerWorld

; Ad blockers: A solution or a problem?; In ComputerWorld; 2014-01-15.
Teaser: It’s a cause. It’s a curse. It’s just business. Ad blockers take a bite out of the $20 billion digital advertising pie.

; The business of ad blocking: A Q&A with Adblock Plus lead investor Tim Schumacher; In ComputerWorld; 2014-01-15.
Teaser: interview with Tim Schumacher



  • Adblock Plus
    • Till Faida, president
    • Acceptable Ads program
    • Tim Schumacher
      • the founder of domain marketplace Sedo
      • Adblock Plus’ biggest investor
    • Claims
      • Attributed to Tim Schumacher
      • 148 publishers participate in the Acceptable Ads program
      • 90% of participants in the program aren’t charged at all
      • Attributed to Ad Block Plus
        • rejected 50% of 777 whitelist applicants; because of [their] unacceptable ads,
        • the overall acceptance rate stands at just 9.5%.
        • <quote>Adblock Plus claims that about 6% of all Web surfers in the U.S. run its open-source software, mostly in the form of Google Chrome and Firefox browser add-ons and extensions.</quote>
    • Deals
      • Google
      • Some “Alexa top 100″ site, spoken for anonymously by an ex-employee.
  • AdBlock
    • Not Ad Block Plus, but something else
    • Michael Gundlach, founder, ex-Google
  • ClarityRay
    • Ido Yablonka, CEO
    • URL-swapping mechanism
    • Funding: around $0.5M
  • Destructoid
    • Niero Gonzalez
  • Disconnect
    • Casey Oppenheim, co-CEO
  • Evidon
  • Geekzone
    • Mauricio Freitas, publisher
  • Google
    • 2013-03 => removed Ad Block Plus from its Google Play store, 2013-03
    • 2013-06 => deal with Ad Block Plus

      • Media
        • search ads
        • sponsored search results
      • Venue
        • Google
        • AdSense partners
  • Interactive Advertising Bureau (IAB)
    • Mike Zaneis, senior vice president
  • PageFair
    • JavaScript countermeasure
    • Sean Blanchfield, CEO
    • Funding: around $0.5M
  • Reddit
    • Erik Martin, general manager
  • Some Site
    • Not named explicitly
    • “top-ranking in Alexa”
    • Spoken for by an ex-employee.
    • <quote>On the other hand, the former executive at the Alexa top-ranking site said an Adblock Plus representative told him he had to pay even though Adblock Plus agreed that the publisher’s ads were acceptable and should not be blocked. “If we didn’t pay they would continue to block us. To me it seems like extortion,” he says.</quote>

Quoted for color, breadth & verisimilitude


  • Only time will tell (the old saw)
  • <quote>Everything turns on what consumers do next. </quote>

Via: backfill
Via: Soulskill; Ask Slashdot: Are AdBlock’s Days Numbered?; In Slashdot; 2014-01-17.

Don’t Want Trackers Watching Your Web And Smartphone Activity? This Start-up’s For You. | Forbes

Kashmir Hill; Don’t Want Trackers Watching Your Web And Smartphone Activity? This Start-up’s For You.; In Forbes; 2013-07-24 (appears in print 2013-08-12).


  • A hagiography of Disconnect
  • Disconnect
    • Casey Oppenheim
      • Founder
      • Age 39
      • Consumer advocate lawyer
      • from Minnesota
    • Brian Kennish
      • Founder
      • Age 37
      • ex-Google (2003-)
    • Dan Kwon
      • mentioned
    • Patrick Jackson
      • engineer
      • ex-NSA
    • Located Palo Alto, CA
    • Funding
      • $600,000
      • two venture capital firms and six angel investors
        • Charles River Ventures
        • FirstMark Capital
    • 1x year incubating at Charles River Ventures
    • Claim: <quote>Jackson has come up with a way to manipulate Apple’s operating system into letting Disconnect block advertisers and analytics companies from getting the location, user ID or other info from a person’s phone.</quote>
  • Counterpoint
    • Mike Zaneis, general counsel for the Interactive Advertising Bureau (IAB)

Via backfill

Mobile and Money | IAB, InMobi, Viggle

Via: Mobile and Money: Consumer Awareness and Adoption of Smartphone-based Financial Applications; IAB, InMobi & Viggle; 2013-04-11; 11 slides.

See backfill