For user-friendly data protection

On May 25 the latest EU "Cookie" Directive came into effect. The directive has been hotly debated by the new media industry over the past few months. It governs, for example, targeting specialists and adservers access to users' desktop cookies. According to the directive, Internet users should be able to give their express consent in future and the EU wants to make this process as user-friendly as possible, e.g. by using data protection settings in browsers.

This is something that we, as an industry, will have to discuss with users and find out how they want to manage whatever traces they leave on the Internet. Websites such as www.meine-cookies.org and www.youronlinechoices.eu provide key information about this.

The "i" symbol is a promising method towards increasing the transparency of industry pages, and behavioural targeting service providers like Nugg.ad and AudienceScience rely on this tool. The "i" symbol gives users information about saved data and stored cookies. We support our technical partners in this initiative and, like them, offer a supplementary opt-out option. The IAB Europe's self-regulatory Framework makes privacy options more transparent this is something we strongly agree with and both ADTECH and our parent group AOL, have signed up to and adopted. It is everyone's responsibility to implement this framework and transparency in a timely manner.

Erhard Neumann, CEO

Ad serving without cookies

As an ad serving technology provider, we know that cookies are an important tool for recording and tracking online advertisements. We do however believe in giving users the option of whether to accept or reject cookies. If users do opt out of cookies, our technology will still guarantee effective campaign management across the Web. However, excluding cookies will limit ad networks and publishers options for targeting and controlling online ads. For example, this affects the identification of the unique user, user frequency and the evaluation of postclick tracking tags.

So how do we deliver campaigns without dropping and tracking cookies if that's the decision? Well, the command "cookies=no" is added to the ad call in the website's source code. Websites that integrate this expanded banner command will no longer store any cookies on users' hard drives.

All privacy requests will be respected and prioritised over advertising interests. Our adservers will subsequently no longer store any cookies on their hard drives.

Suhela Gremmel, Global Head of CRM

Strict monitoring

ADTECH, like many other companies in the new media business, is a global company with servers and offices in many countries. People in almost every country in the world see the advertisements that we provide, which is why we have to observe a wide range of data protection laws. There are various authorities on data protection: from international trade associations like IAM and MRC who certify our adservers on an annual basis and, in doing so, review the way in which we handle data to the data protection officers commissioned by us. As part of the stock market evaluation of our parent company AOL, we undertake Sarbanes Oxley (SOX) audits which review data protection and security across all of the company's subsidiaries.

ADTECH UK Ltd. • Shropshire House • 11-20 Capper Street • London, WC1E 6JA • United Kingdom
Phone: +44 20 7492-1400 • Fax: +44 20 7492-1450 • info@adtech.com • www.adtech.com

Residence of the company: Dreieich, Germany | Registration office Offenbach HRB 34657
Chairman of the board: Erhard Neumann | Chairman of the supervisory board: Ned Brody

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