Big Data - Ethical Data Use

Kimberlin Cranford

Ethical Use in the Era of Big Data Landscape has Changed Attitudes about Big Data PII, Anonymous, De-identified Sensitive Data Evolving Governance of Big Data Privacy by Design (Privacy Engineering)

Attitudes About Big Data20 Years of Consumer Attitudes

60% Pragmatist

30% Fundamentalist

10% Unconcerned

Examples of Big Data individuals can understand… Search is Big Data for consumers.

Digital Advertising is Big Data for consumers.

Big Data BenefitsCorporate uses

Fulfill a transaction Improve operational efficiency Develop new products/services Market and advertise products/services Satisfy a legal obligation

Societal uses ResearchFree Speech

Risks of Big DataTraditional Harms• Financial • Physical

New Harms• Emotional• Intrusion • Reputation

Big Data Types

Device Identifiable Information

Anonymous

Choice

XDe-Identified Information

XPersonally Identifiable

InformationAggregate Information

Pseudo - anonymous

/ /

Personal Pseudo-anonymous

PII DIIAGIDe-ID

SANI

ANIPII SANI

Covered Information

Ease of Technical Re-identification100% 0%

Sensitive Data EvolvingHistorically Sensitive Commercial Data Identification Financial Medical ChildrenNew Categories of Sensitive Commercial Data Precise geo-location At-risk populations (children & elderly)

Teens - raise the age for COPPA from under 13 to 18 Elderly over 60

Social network information (public & non-public) Biometrics & Facial recognition Modeled Data

Finances Identification Medical

Social Networks

Biometrics

At Risk Populations

Facial Recognition

Location

Governance for Big Data Federal Laws and Regulations General (FTC Title V)Sector Specific (GLBA, FCRA, HIPAA) Use Specific (CAN SPAM, TCPA, DNC)Data Specific (DPPA, COPPA, CPNI)

State Laws and Regulations Consumer Protection LawsDo-Not-Call LawsData Breach and Security LawsWebsite Disclosure Laws

Industry Groups and Self-Regulatory Groups w/ Codes of Conduct International Association of Privacy Professionals (IAPP — a worldwide organization) Direct Marketing Association Digital Advertising Alliance Interactive Advertising Bureau Network Advertisers Initiative Email Sender and Provider Coalition Coalition for Sensible Public Record Access Policy and Economic Research Council National Business Coalition for Ecommerce & Privacy US Chamber of Commerce State Chambers of Commerce Conference of Western Attorneys General Mobile Marketing Association Information Accountability Foundation

Privacy By Design / Privacy Engineering Should be part of organizational strategy Privacy and data protection: should be embedded throughout the

enterprise and the life cycle of products and services Google’s Red Team Yahoo’s Paranoid Team Apple’s App Review Team MIT program, Harvard program (computer) Code is Conduct

“All of Acxiom’s products and services have been created based upon these key principles.”

Information Governance = Accountability & Measurement

Line of business accountability Leadership required to be accountable for the operational compliance of their products, solutions, services

Client Credentialing: Legitimate entity, legitimate use on-site inspection possible

Vendor Screening and Accountability Program You are your vendor’s keeper

Privacy by Design/Privacy Impact Assessment Understanding and applying the rules to business processes is complex – yet critical Computer Code is the Conduct

Individual employee accountability & training Achieve excellence - each employee accountable for applying rules, issue spot, report problems

Assurance Reviews Internal audits on data products Functional Area/Line of Business Audits

11

First ever Consumer Access Portal – launched 9/4/13 Clear and public articulation of Acxiom’s ethical data use position Internationalization: country by country approach to globalize ATD

In the works: Adding more core data to the portal Increase value for those participating

AboutTheData

AboutTheData

• Launched 9/4/13 # of visitors: 630K % returning users: 17% % opt out: 2% % creating accounts: 37% % editing:11%

Big Data and Ethical Promise

Media Policy Makers/ Regulators

Consumers

TRUSTExperti

se

and Leaders

hipCom

pliance

and Leadership

Hyper-Transparency

Clients

Thank you!