The Next $50 Billion Will Come From... Putting Users First January 26, 2016 Scott Meyer CEO and Co-Founder

1. The Next $50 Billion
Will Come From…
Putting Users First
January 26, 2016
Scott Meyer
CEO and Co-Founder

2. 2
Ghostery Plug-In: #1 Privacy Tool with
Over 50 Million Installs

3. 3
Ghostery Overview
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Proprietary Data
Library of 2,000+ Marke5ng
Technology Vendors globally.
Curated and regularly updated
Real user data from millions
of global opt-in contributors
Ghostery Proprietary
Database
Patented web analy5cs technology
and IP porHolio
Business Solu5ons
Compliance technology powering 3+
billion ads daily for 300+ clients in 40
languages. Opt-out lab powers
enforcement of Ad Choices program
4.8 billion tag loads analyzed
across 87 million pages weekly

4. 4
The Ongoing Struggle Against Ad Clutter Continues
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5. 5
Ad-Light Has Improved The User Experience
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6. 6
But Ad-Light Yet Tracker Heavy Isn’t The Answer
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7. Consumers Are Frustrated With Slow Speeds And High Costs
Source: The New York Times
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8. The Industry Needs To Improve Performance
The fast, scalable systems of targeting users with ever-heftier
advertisements have slowed down the public internet and drained
more than a few batteries. We were so clever and so good at it that
we over-engineered the capabilities of the plumbing laid down by,
well, ourselves. This steamrolled the users, depleted their devices,
and tried their patience.
— Scott Cunningham
SVP, Interactive Advertising Bureau
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9. 9
L.E.A.N Metrics Can Make A Difference
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10. 10
Some LEAN Metrics We See From Opt-In Ghostery Users
• Tag Speed, Page Speed
• Non-Secure Tags (http) firing on Secure Pages (https)
• Tag Failures
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11. 11
Privacy isn’t the main reason for blocking –
Only 17.45% of consumers cite privacy as the
main reason
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Source: Ghostery Extension Install Survey July/Aug 2015 19,194 responses

12. 12
Nearly 20% of Ghostery users believe
their page load time is impacted by
too many tags on a site
Source: Ghostery Extension Install Survey July/Aug 2015 19,194 responses
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13. 13
The World Record – 90+ Tags Fired From
One Creative Unit Crashes The Page
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Publisher
13

14. 14
Getting To The Root Cause – Unpacking The Tag Chain
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Step Crea9ve ID Tag Call Latency
0 390352db-5862-4d1b-9a21-17b6cbe83c2f Publisher Site 523
1 390352db-5862-4d1b-9a21-17b6cbe83c2f Tag Manager 1,264
2 390352db-5862-4d1b-9a21-17b6cbe83c2f Tag Manager 298
3 390352db-5862-4d1b-9a21-17b6cbe83c2f Publisher Ad Server 373
4 390352db-5862-4d1b-9a21-17b6cbe83c2f Publisher Ad Server 149
5 390352db-5862-4d1b-9a21-17b6cbe83c2f Ad Network Cookie Sync 1,770
6 390352db-5862-4d1b-9a21-17b6cbe83c2f Ad Network Cookie Sync 164
7 390352db-5862-4d1b-9a21-17b6cbe83c2f Ad Crea5ve 1,366
8 390352db-5862-4d1b-9a21-17b6cbe83c2f CDN 450
9 390352db-5862-4d1b-9a21-17b6cbe83c2f Ad Network 350
10 390352db-5862-4d1b-9a21-17b6cbe83c2f DMP Recording Data 4,862
14

15. 15
Reduction in Tags Directly Improves Page Load
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16. 16
50% Fewer Vendors + 10% Page Latency Improvement
= Better ROI
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17. 17
Half Of Ad Tech Tags Take More Than 500ms to Load!
0
50
100
150
200
250
300
350
400
0-199 200-299 300-399 400-499 500-599 600-699 700-799 800-899 900-999 1000+
Ghostery Tag Index August 2015; Average Latency Across Top 1646 Tags
AVERAGE LATENCY (ms)
TOTALTAGS
MEDIAN439ms
AVERAGE519ms
800 Tags Average More Than
500ms To Load
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 17

18. 18
41% of consumers are concerned about how
their security is impacted by Ad Tracking
Source: Ghostery Extension Install Survey July/Aug 2015 19,194 responses
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 18

19. 19
1/3 Of Tags Still Fire Non-Secure On Secure Pages
0
100
200
300
400
500
600
700
800
0% 0.01-1% 2-9% 10-24% 25-49% 50-74% 75-99% 100%
Source: Ghostery Tag Index August 2015
Percent of Non-Secure Tag Loads on Secure Pages by Company
AVERAGE % OF OCCURANCES TAG IS SECURE
TOTALTAGS
350+ Tags Fire Non-Secure More
Than 10% Of The Time
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19

20. 20
Fortunately, Tags only fail to load
2.21% of the time
But, that’s not anywhere close to
99.999% in your SLA’s
Sources: * Ghostery Tag Index August 2015
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21. 21
Publishers Need To Know Tags Actually Load
0
200
400
600
800
1000
1200
1400
50%+ 10-49% 5-9.99% 1-4.99% 0.01-0.99% 0%
Source: Ghostery Tag Index August 2015
Percentage Of Tag Load Failures
AVERAGE % OF TIME THE TAG FAILS
TOTALTAGS
MEDIAN0.19%
AVERAGE2.21%
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22. 22
Where Do We Go From Here?
Communicate Transparently With Consumers
Sources: * Ghostery Tag Index August 2015
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23. 23
The Forbes Ad-Lite Experiment
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24. 24
The Forbes Ad-Lite Experiment
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25. 25
The Forbes Ad-Lite Experiment
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26. 26
Consumers Want More Control
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27. 27
Join Us In Developing Consumer Messaging
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28. 28
Join Us In Developing Consumer Messaging
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29. AT&T
June 2015
THANKS!
SCOTT@GHOSTERY.COM