CONFIDENTIAL 1

Consumer Data Privacy Technology: What’s next in 2012

Kevin TrilliVP Product

TRUSTe

CONFIDENTIAL 2

Welcome to TRUSTe's Breakfast

Just like coffee and donuts, what goes better with OBA than privacy?

CONFIDENTIAL 3

What’s new at TRUSTe?

Converted to private company in 2008; Recently closed Series C $15M

115+ employees: 40+ engineers and product

New San Francisco HQ and global organization

Websites Advertising Mobile apps Cloud

CONFIDENTIAL 4

From the year of the Icon to….

CONFIDENTIAL 5

DNT Moving Forward in W3C

http://www.w3.org/2000/09/dbwg/details?group=49311&public=1

CONFIDENTIAL 6

DNT for Dummies

CONFIDENTIAL 7

Under the Hood

CONFIDENTIAL 8

What can you do with the header?

TRUSTe Resource: DNT and Icon Integrationhttp://www.truste.com/developer/?p=91

CONFIDENTIAL 9

Mobile: Permission Required

CONFIDENTIAL 10

Usage by children increasing concerns

Feb 2012 FTC Report (http://www.ftc.gov/os/2012/02/120216mobile_apps_kids.pdf)

CONFIDENTIAL 11

Technical Landscape is Changing

CONFIDENTIAL 12

Platforms Play a key role

CONFIDENTIAL 13

• Cross-App Tracking Identifier supported by User Preferences

• Transparency (without reading glasses?)

Issues for Targeted Advertising

In-ad In-appOn first use(best practice)

CONFIDENTIAL 14

Apps require new form factor for privacy disclosure

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• Mobile Targeting: How it works and why it’s different– http://www.truste.com/developer/?=86

• Privacy Issues in Mobile – http://www.truste.com/developer/?=96

TRUSTe Mobile Resources

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<name> <address> <referring URL> < phone number> <page views> <email> <zip code> <birth date> <IP address> <income bracket> <race> <shopping cart activity> <gender> <clickstream data> <VIN numbers> <social security numbers> <call history> <email open rate> <credit card number> <birthplace> <criminal record> <employment history> <social connections> <job position> <city of residence> <debit car number> <bank account number> <message history> <credit score> <relationship history> <purchasing behavior> <purchasing history> <operating system> < browser version> <mobile OS> <GPS location>, <political affiliation> <donation record> <social networking accounts> <Facebook ID> marital status> <sexual preference> <offline purchasing history> <personal interests> <phone ID> <name> <address> <referring URL> < phone number> <page views> <email> <zip code> <referring URL> < phone number> <page views> <email>

The new Consent Model in the EU

If:You use cookies or other tracking technology to store or access information from EU citizens on their computers or devices

Then:You must comply and get permission before they are placed or used

CONFIDENTIAL 17

8 EU member countries have enacted the 2009 directive

Have enacted a law Covered by existing law

Denmark Germany

Estonia

Finland

UK

France

Malta

Ireland

Sweden

18 other EU member countries on the old model…

CONFIDENTIAL 18

Opt-in Solution

CONFIDENTIAL 19

Opt-in Solution

TRUSTe Resource:

http://www.truste.com/blog/2012/01/25/the-need-for-a-flexible-compliance-strategy-in-europe/

CONFIDENTIAL 20

• Technology Blog

– http://www.truste.com/developer/

• TRUSTe Blog

– http://www.truste.com/blog/

• W3C DNT Tracking Protection Group

– http://www.w3.org/2011/tracking-protection/

• EU Article 29 Working Party Opinion

– http://ec.europa.eu/justice/policies/privacy/docs/wpdocs/2010/wp171_en.pdf

• UK ICO

– http://www.ico.gov.uk/for_organisations/privacy_and_electronic_communications/the_guide/cookies.aspx

Privacy Technology Resources

Kevin TrilliVP Product

Kevin@truste.com

@squawkt22