AdTruth's James Lamberti on the challenges of privacy while tracking mobile users

really sort of stuff okay so who are you what are you up to I'm James Lamberti I'm the managing director and vice president of bad truth and we are helping all of digital media including our gamer gamer Mobile gaming friends uh identify audiences we're enabling technology that essentially allows them to identify audiences and you know provide a better marketing experience and do so in an anonymous privacy secure way for the consumer and hopefully that's a pretty important thing that's been in the news quite a lot with the udid stuff so what do you do there's quite a lot of kind of solutions yeah you know you do something a little bit different yeah it's very different and it's a great question when we're always trying to have an opportunity to explain and educate about it historically of course what we've done to identify people is put something on the device whether you know it was a cookie prior to mobile or in the app environment Android ID or udid or now IFA um the you know those identifiers the problem with them is they are a

many people believe they are a very hard identifier of the individual and cause problems for us on the Privacy side so we take a completely different approach what our technology does is it looks at a bunch of anonymous innocuous data from the device right things like your language your time zone your operating system Each of which in isolation is pretty innocent and certainly Anonymous but when you put them together with some math you get a statistic or a probability that says I'm 80 sure it's John right or maybe or 85 sure it's James and that frankly is good enough for marketing to be intelligent and smart and for us to have relevant experiences for consumers but not invade their privacy and then when they want to opt out which we which our technology allows them to do then we put an identifier on the device not us okay but so the idea is the industry gets out of this huge quandary we're in which is I use some sort of ID to track I also use some sort of ID to tell people I don't

want to be track and we're sort of chasing our tail right so we we it's called privacy by design a whole different lengthy conversation but that's what it is that's what it is and sometimes so you're making that kind of good for the kind of like appetizing side of the market so as a consumer maybe I don't like advertising so why is it good for me yeah with the consumer you'll you know when you know when Andrew's inside right so think of our technology as like an ingredient technology when ad truth is inside uh you'll know as a consumer that you're uh your identity and who you are is being uh blurred it's Anonymous it remains Anonymous so the idea is your experiences with advertising with content will be good right it'll be uh personalized in a general way but not in an invasive way so it's a really important Revolution and should put the industry in a position where um rather than being on the defensive about privacy right we're able to start to educate consumers and say look ask for adtruth when this technology is used

by you know king.com or open X or any you know many different types of sites and Publishers you'll know that they're they're you know they're trying to treat the consumer with respect and still provide a good experience so it's a really revolutionary technology so hopefully it won't be seeing the same advert every time I load up my game no you exactly you won't you won't see the same advert 60 times in a row and it does and that's important right it still provides the ability for the industry to serve ads understand generally how to what they call Reach and frequency right so you don't see the same ad 60 times so it makes the experience better for everybody advertisers get return on investment for them trying to distribute their gains but consumers are seeing new and different games and basically having a better experience with advertising I think the thing about advertising is uh for the history of advertising it's always been essentially a value exchange between the consumer and The Advertiser and I think more of late or recently a

lot of just a few bad eggs right one you know less than one percent of us in the industry aren't behaving with a lot of respect for the consumer whereas the other 99.9 percent um want to have that value exchange remain in Tech otherwise the industry falls apart so we're trying to provide that technology layer so 99 of us who want to keep that value exchange alive with the consumer can do so so that's the idea yeah thank you