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Effective online marketing without compromising
personal privacy
- Anonymous profiling - a successful
means of maintaining consumer privacy.
- Engage's unique Anonymous Profiling
System
- Engage Knowledge's Non-PII (Non-Personally
Identifiable Information) for online profiling
- Personalized marketing without
personal identity
- Implementing guidelines and restrictions
to ensure consumer privacy
- Engage - leader and active participant
in establishing online privacy standards
- Engage's technology - considered
by some privacy advocates as the "high water"
mark for online profiling
- Engage- welcoming heightened scrutiny
of online privacy
- Engage Knowledge - containing
over 84 million Non-PII interest profiles
- Anonymous profiling - a successful
means of maintaining consumer privacy
Since its inception in 1995, Engage has promoted
the concept of anonymous profiling as a way to maintain
consumers' online privacy while providing marketers
with the targeting tools they need to more effectively
use the Internet. When executed properly, profiling
benefits all parties. More importantly, anonymous
profiling provides marketers with tools for targeting
and messaging and ad-supported sites with more effective
advertising to offer marketers. It also benefits
the consumers in several ways, such as perpetuation
of an enormous amount of FREE content for consumers
through online advertising. If profiling can make
advertising more effective, it will continue to
support this free content. Also, profiling helps
consumers receive more relevant promotions and offers,
which, in turn, makes the consumers want to spend
more time online and purchase more products and
services.
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- Engage's unique Anonymous Profiling
System
Engage's system is unique in the market because
it is designed to ensure anonymity. It was designed
as the optimal way to balance a marketer's desire
to target messages and a consumer's desire to safeguard
their personal and sensitive data. Engage has held
fast to this business philosophy. The recent initiatives
of less thoughtful competitors have highlighted
the value of a responsible and balanced approach.
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- Engage Knowledge's Non-PII (Non-Personally
Identifiable Information) for online profiling
Engage Knowledge does not store ANY personally
identifiable information or even combinations of
data that can be potentially personally identifiable,
such as date of birth and zip code. It does not
store controversial or sensitive data, such as medical
information or adult content interests. Nor does
it retain IP addresses or record specific pages
that have been visited. Indeed, an Engage profile is made up of a
series of interest scores across a broad array of categories.
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- Personalized marketing without
personal identity
Engage believes that the Internet is a medium
where very targeted, personalized marketing can
occur without ever having to know a person's identity.
For example, if we know a browser has traveled through
several skiing sites, we can infer that the person
browsing is interested in skiing, then show him/her
skiing ads and offers without ever needing to know
the person's identity.
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- Implementing guidelines and restrictions
to ensure consumer privacy
Engage believes companies within the industry
are in the best position to self-regulate online
profiling practices. We have built our business
on the fundamental belief that consumers will feel
comfortable with a technology specifically designed
to protect their privacy. Consumer comfort and security
is just as critical to our business customers. Advertisers
and Web site publishers wanting to protect their
brand and retain loyal customers cannot afford to
do business with companies who ignore consumer privacy
concerns; we must not ostracize them. And, of necessity,
they will ultimately embrace only those technologies,
service, and practices that can provide tailored
and effective online advertising without compromising
consumer privacy. This is a powerful marketplace
force where the growing industry support of our
technology is proof that the business model is working.
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- Engage - leader and active participant
in establishing online privacy standards
Engage considers the protection of individual
privacy to be required for ethical commerce/interaction
on the Internet. We are long-time members of TRUSTe,
the Online Privacy Alliance, the World Wide Web Consortium
(W3C), the Internet Engineering Task Force (IETF),
and, most recently, the Network Advertising Initiative
(NAI). We fully embrace the NAI principles as standards
for our industry. As a company, however, we have
chosen to go far beyond them.
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- Engage's technology - considered
by some privacy advocates as the "high water"
mark for online profiling
Engage's patent-pending "dual blind" technology
ensures the privacy of any individual, in addition
to the security of that data. It warrants that individual
Web sites never have access to the Engage Knowledge
identifier or the cross-reference information, thereby
maintaining security.
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- Engage- welcoming heightened scrutiny
of online privacy
Engage believes that the increased awareness will
help better-educate consumers about their rights
and Engage's own data collection practices.
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- Engage Knowledge - containing
over 84 million Non-PII interest profiles
Engage's Non-PII profiles enable media buyers and
advertisers to tailor marketing programs based on
demographics, geographic location, and over 800 interest
categories. Engage Knowledge works by assigning
each browser an anonymous identifier, then building
an interest profile based on Web content viewed,
time spent viewing, and recency and frequency of
visits to a particular interest category or site.
The data used for these profiles is collected with
notice to consumers and the ability to opt-out of
the Engage Knowledge database at any time.
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