A Morning of Mobile Privacy - Presenter Slides
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Transcript of A Morning of Mobile Privacy - Presenter Slides
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WELCOMETO
A MORNING OF MOBILE PRIVACY
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PRESENTED BY:
Jules Polonetsky
Executive Director & Co-Chair
The Future of Privacy Forum
Restoring the Faith
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Houston…we have a problem
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Not Just the Media –
It’s Become a National Joke
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We Don’t Learn From Our Mistakes
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How Has Industry Responded?
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Regulators Respond
Sen. Rockefeller legislation to set mandatory
Do Not Track Rules
New FTC COPPA rules
EU Cookie Directive
And states get into the privacy game…
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Platforms/Browsers Respond
Cookie Blocking
iOS 7 MAC address changes
Do Not Track settings
Remember IE tracking Protection Lists?
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Ecosystem Reactions
Pop up problem
50% click through rate so must be working!
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Over thirty years, consumers have consistently fit into 3 groups:
17% privacy fundamentalists
56% pragmatic majority
27% marginally concerned
- Westin Surveys
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Consumers Are Complicated
“We’ve found that individuals assign
radically different values to their
personal information depending on
whether they’re focusing on protecting
data from exposure or selling away
data that would be otherwise
protected.”Acquisti, L. John, and G. Loewenstein,
“What is Privacy Worth?,” tech. report,
Heinz College, Carnegie Mellon University,
2009.
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We are OK with sharing when what
is being done is for me, not to me
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Icons that mean something
smart data @
work for you
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Native Advertising…
…Native Permissions?
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It’s only going to get more interesting
and challenging…
Smart phones
Smart cars
Smart stores
Smart grid
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• www.futureofprivacy.org
• Facebook.com/futureofprivacy
• @julespolonetsky
Jules Polonetsky, Executive
Director
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IT’S THE END OF THE WORLD AS
WE KNOW IT…AND I FEEL FINE!PRESENTED BY:
Jaka Jancar
Chief Technology Officer
Celtra
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Celtra & privacy
• We’re RM company, new to privacy
• It’s hard to know what’s OK and what’s not
• Why don’t offline businesses have as many privacy concerns?
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What is different online?
• Unknowingly generated data online is much greater in number and level of detail(e.g. web activity, app usage, geo, …)
• Evilness levels are identical, just capabilities larger
• Yet, expectations of privacy are the same
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People: a healthy dose of ignorance
• Normal people don’t proactively think about privacy
• “Being informed”, “having options” …meh
• They just don’t want to be negatively surprised
• And that’s fine!
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Ad tech: “cover your ass” strategy
• Constant obsession
• Putting up a show– Non-PII, probabilistic identifiers
– Not storing data
– Transparency: disclaimers
– Control: opt-outs
– Self-regulation
• Good for staving off media and regulators, but that’s all
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Thought: it’s not Ad Tech’s role
• We have our goal: to improve efficiency
• It might conflict with users’ privacy
• We might not be the best to represent users
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Who, then?
• For most egregious of cases, and for a framework, governments are probably fine
• For “good taste” — who has the most to lose?– Not ad tech companies (what are those?)
– Platform vendors (OS, browser)
– Publishers (at risk)
• They are who users entrust with their digital lives, and who they will resent if betrayed.
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Rash platform changes don’t help
• Disabling 3rd party cookies
• Removing UDID
• Enabling DNT by default on IE10
All-or-nothing, not legitimate (user will)
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Good example: IDFA
• Under user control(resettable, configurable privacy level, platform-wide, even cross-device)
• Not all-or-nothing(never fully removes identifier and always allows basic uses)
• Limits uses, not collection(more data available in the future?)
• Allowed uses very clear + legitimate(no philosophical questions, no excuse to ignore or bypass)
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Recap
• Privacy push will come fromusers → platforms -> publishers → ad tech → advertisers
It will not be magically born in the middle
• Parties near the user will be the “good taste”. There is a big opportunity for differentiation.
• Permissions will move from “cover your asses” complete opt-out, to more granular ones
• We will lose freedom, but gain simplicity and accuracy in exchange
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What will we do at Celtra?
• Focus on empowering users
• Very specifically:
– Always collect <identifier, permissions>
– In absence of permissions, assume very little is OK by default
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CREATING DIGITAL AUDIENCES IN
A WORLD WITHOUT COOKIESPRESENTED BY:
Alan Chapell
President
Chapell & Associates
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To Access These Slides
Contact Alan Chapell
President
Chapell & Associates