Download - #MITXData 2015 - Digital Privacy
2015 MITX DATA SUMMIT:“THE ART & SCIENCE OF PRIVACY”
Alan ChapellChapell & AssociatesJune 23rd, 2015
Key Privacy ConceptsCross Device AdvertisingThe EU’s opt-in dystopia
Working with privacy & legalRethinking data use rules
Agenda
Data Types
Anonymous Data
Pseudonymous Data
Personal Data (“PII”)
Sensitive Personal Data (SS#, credit card)
Low to mid-level standard
Mid-to-high enforcement
Sectoral Approach
Harm based approach - until recently
United States
High standard
Low level enforcement
Comprehensive Approach
Privacy as a fundamental right
European Union
Spectrum of Data Use
Fraud Prevention
Product Development, First party ad targeting and customization
Market Research
Third Party Ad Targeting
Security
First PartyRelationship with consumerData Controller
Who ‘owns’ / controls the data
Service ProviderWorks under 1st PartyInvisible to consumerData ProcessorNo independent use
Third PartyWorks with 1st PartiesInvisible to consumerController / ProcessorSeparate use of data
Different Browsers, Different Policies
21
9%, 15% 21%, 16% 37%, 25% 30%, 40%
Cookie Policy:✓ Allows existing cookies to be read from any context
✗ Blocks all 3rd party cookies from being written
Impact of Policy:Allows first parties acting as 3rd parties to read cookies
Cookie Policy:✓ Allows cookies to be read and written to, so long as they already exist)
✗ might block new 3rd party cookies from being written
Impact of Policy:Allows 1st parties who are also 3rd parties.
Cookie Policy:✓ Allows 3rd party cookies to be read and written, regardless of context
Impact of Policy:Supports cookie-based targeting, data-retention, and opt-out
Cookie Policy:✓ Allows 3rd party cookies to be read and written, regardless of context
Impact of Policy:Supports cookie-based targeting, data-retention, and opt-out
Source: gs.statcounter.com
Global, US Global, US Global, US Global, US
• All data is YOUR data• YOUR data, YOUR responsibility• Good Faith Description• Who is working on your behalf?• Understand agencies / vendor practices
Notice / Transparency Considerations
Günther OettingerEU Commiss ioner:digital economy & society
“The Americans are in the lead, they’ve got the data, the business models and so the power.”
• Privacy FAIL: – Creates incentives to collect MORE data
• Competition FAIL–Who is in the best position to obtain consent?
Affirmative Consent
• The Mindset of a privacy professional• Learning curve – even at tech companies• Culture of “NO”• Rarely do they (or you) want to be “first”• Bring outside help to translate from “tech”
to “marketing” to “privacy” speak
Privacy & Legal
• 2001 – Wild West• 2009 – Publisher and Advertiser “Own” • 2015 – Sliding Scale of data ownership– Community Pool• Ad Serving Optimization• Device Graph Data• Limited data Co-op (maybe)
Data Use Timeline