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Protect  Your  Users’  Online  Privacy    

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Today’s  Presenters    

Mark  Prince  Senior  Business  Consultant,  

Privacy  &  Mobile  Ensighten  

 

Craig  Spiezle  Execu've  Director  

Online  Trust  Alliance  (OTA)  

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Agenda  

!   WHY  PRIVACY  MATTERS  

!   LEGISLATION  

!   ENHANCING  TRUST  AND  DATA  

OWNERSHIP  

!   Q&A  

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Global  Leader  in  Omni-­‐Channel  Data  and  Tag  Management  

The  Company:  Founded:    2009,  Chicago  

Loca?ons:    San  Jose,  CA  (HQ),  London  

Funding:    03/14:  $40M  Series  B,                                        Insight  Venture  Partners  

                                   09/12:  $15.5M  Series  A,                                        Voli'on  Capital,  Eastern  Advisors  

Growth:    03/14:  Acquires  TagMan    

Number  of  Employees:  185  

 

 

                         

   

 

 

   

By  the  Numbers:  525%    ROI  according  to  Forrester  

1:1  omni-­‐channel  marke'ng  

100%  of  devices  and  channels  supported  

1  line  of  code  implementa'on  

40%  website  page  load  accelera'on  

$1.9  trillion  in  commerce  (total  revenue  of  Ensighten’s  Fortune  500  customers)  

150+  countries  we  do  business  in  

300  enterprise  customers  

90%+  customer  reten'on  rates  

 

 

   

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Ensighten  Manage  –  Ensighten  TMS    

!   Fully  integrated  Tag  Management  System  (TMS)    

!   Deploy,  condi'onally  load  and  enrich  any  tag    

!   Mul'-­‐channel  and  mul'-­‐device  !   Increases  client  performance  and  

responsiveness  

“Ensighten  Manage  gives  marketers  525%  ROI”  

“Ensighten  Manage  gave  us  eight  digit  ROI."    

"We  were  able  to  run  hundreds  of  tests  more  effecHvely  and  opHmize  for  

performance  and  cost."    

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Ensighten  Privacy  Overview  

Real-­‐'me  monitoring  of  data  collec'on  ! Tracks  all  3rd-­‐party  website  tags  ! Covers  ALL  tags  on  your  site,  both  inside  and  outside  

the  TMS  ! Checks  compliance  with  your  privacy  policy  

 

Supports  any  privacy  prac'ces  ! Do  Not  Track  (DNT),  UK  Cookie  Law,  Site  TOU,  

Privacy  preferences,  etc.    

Detects  new  tags  automa'cally    

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! Global  consumer  electronics  manufacturer  •  Top  2K  Alexa  website  •  Ensighten  Manage  customer    

! Problem:  2011  Twiier  API  Malware  Outbreak    •  Hacker  found  way  to  pass  a  URL  redirect.  •  Small  %  of  visitors  were  redirected  a  password  phishing  site.  

 

! Solu'on:  Listen  for  the  Twiier  response,  &  block  malware  only.    ! Awarded  Fast-­‐Track  Patent  #8,261,362,  Oct.  2012      

Use  Case:  Malware  Spawned  Ensighten  Privacy  

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Why  Does  Privacy  Maier?  

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Overload  of  Devices  and  Marke'ng  Technologies  

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Digital  Marketers    

ROI  vs.  Data  Stewardship?  

Data  Stewardship  vs  

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!   Your  company  collects  data  and  does  not  share  it.  How  comfortable  are  you  with  your  data  stewardship?  

!   Your  company  collects  data  and  passes  it  to  one  technology  partner.  How  comfortable  are  you  with  your  data  stewardship?  

!   Your  company  collects  data  and  passes  it  to  five  partners.  How  comfortable  are  you  with  your  data  stewardship?  

Data  Stewardship  Ques'ons  to  Ponder  About  

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Data  Stewardship  effect  on  Brand  Equity  

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Onset  of  Privacy  Regula'on  for  Site  Visitors  

Privacy  regula'on  in  Europe  is  through  the  EU  ePrivacy  Direc've    May  26,  2011  The  EEC  adopted  E-­‐Privacy  Direc've  (Direc've  2009/136/EC)  ar'cle  5(3).      

Based  on  US  FIPS  principles,  the  main  parts  of  ar'cle  5(3)  of  the  ePrivacy  regula'on  are:  !   Disclosure    !   Consent  !   Enforcement    

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Disclosure  

Company  

Country  1’s  Privacy  

Laws  

Privacy  Policies  

Country  2’s  Privacy  

Laws  

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What  Cons'tutes  Consent?  

Implicit   Explicit  

All  Tracking  Allowed  

Visitor  Offered  Opt  Out    

Strictly  Necessary  Tracking  Allowed  

Visitor  Offered  Opt  In  

Your Web Page Ribbon Text

Overlay Content

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Enforcement  

Unpixeling  

Condi'onal  Logic  

Interface  Only  

if  (consent)  then  {  fire  tracking  };  

-­‐-­‐Opt  Out  Request-­‐-­‐-­‐>  <-­‐-­‐-­‐3rd  Party  Opt  Out-­‐-­‐    

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May  25,  2011  

Estonia  Denmark  Germany  Switzerland  

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May  26,  2012  

Austria  Bulgaria  Cyprus  Czech  Republic  Denmark  France  Greece  Hungary  Ireland  Latvia  Lituania  Luxembourg  Romania  Slovakia  Spain  Sweden  United  Kingdom  

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May  6,  2013  

Belgium  Italy  Netherlands  Poland  Portugal  Slovenia  

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Todays  Privacy  Enforcement    

Australia  China  India  Japan  Malaysia  Mexico  New  Zealand  Norway  Republic  of  Korea  Singapore  

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US  Privacy  Policy  is  Through  Self-­‐regula'on  and  Technology  

DO  NOT  

TRACK  

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How  has  the  US  Policy  Fared?  

Congress  must  "make  sure  standards  and  rules  exist  to  ensure  consumers  do  not  have  to  be  more  tech  savvy  than  cyber  criminals  to  stay  safe  online.”  –  Sen.  John  McCain  

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So,  What’s  the  Outlook  in  the  US?  

 “Privacy  protec'on  cannot  be  achieved  by  technical  measures  alone”  

The  US  Government’s  Posi'on  on  Privacy  Regula'on  “fundamentally  places  the  burden  of  privacy  protec'on  on  the  individual”  

 “Rules  and  regula'ons  provide  both  deterrence  of  harmful  ac'ons  and  incen'ves  to  deploy  privacy-­‐protec'ng  technologies”    

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40%  of  the  Largest  Data  Breaches  Happened  in  2013    

 Tech    

 Government  &  Educa'on  

Finance  &  Health    

Bricks  &  Mortar    

Breaches  

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Why  are  we  working  with  OTA?  

 Today  we  have  already  spoken  about:  •  The  Complexity  of  a  Corpora'on’s  Web  Presence  •  Data  Stewardship  •  Effects  on  your  Brand  •  Website  Visitor  Privacy  Regula'on  Worldwide  •  Current  Events  •  Data  Breaches    We  have  covered  a  lot  today…    …the  OTA  does  much  more!    

OTA Overview Enhancing Trust & Data

Stewardship

Craig Spiezle Executive Director & President, OTA

https://otalliance.org

Who Is OTA? Mission - To enhance online trust and empowering users, while promoting innovation and the vitality of the internet. •  Goal to help educate businesses, policy makers and stakeholders

while developing and advancing best practices and tools to enhance the protection of users' security, privacy and identity.

•  OTA supports collaborative public-private partnerships, benchmark reporting, meaningful self-regulation and data stewardship.

•  IRS approved 501c3 tax-exempt charitable organization ▫  Supported by over 100 leading brands, advertisers, marketers,

technology leaders, non-profits and government agencies.

Online Trust Audit & Honor Roll

Objectives: •  Move from a “compliance” mindset to “stewardship” •  Recognize leadership brands, sites & apps that implement

security and privacy practices protecting users’ data

•  Incentivize businesses and developers to enhance their security, data protection and privacy practices

•  Make security & privacy part of a brand’s value proposition •  Increase awareness and preference for best practices

© 2014 All rights reserved. Online Trust Alliance (OTA) Slide 28

Brand Protection

Privacy Security

Honor Roll Overview •  Analysis of ~800 web sites ▫  FDIC Banking 100 ▫  Internet Retailer 500 ▫  Top 50 Social ▫  Top 50 News ▫  Top 50 Gov’t ▫  OTA Members

•  Up to 100 points @ in category

•  Bonus Points •  Negative Scoring ▫  Data loss incident ▫  Fines or settlement ▫  Other

© 2014 All rights reserved. Online Trust Alliance (OTA) Slide 5

2014 Highlights

Internet Retailer Top 10

Trends

Lowlights

Privacy

•  Privacy Policy •  Do Not Track Status •  Ad / Third Party Tag Mgt •  Layered Privacy Policies •  Bi-lingual Policies •  Public Who Is (vs Private) •  Data Breach Incidents •  FTC / State Settlements

Brand Protection

Privacy Security

© 2014. All rights reserved. Online Trust Alliance (OTA) Slide 26

Privacy Highlights

•  Online Trust Honor Roll https://otalliance.org/HonorRoll •  Mobile Best Practices

https://otalliance.org/resources/mobile.html

•  2014 Data Protection & Breach Readiness Guide https://otalliance.org/Breach.html

•  Advertising & Content Integrity https://otalliance.org/3Pintegrity.html

•  Email Security https://otalliance.org/auth.html

•  Always On SSL https://otalliance.org/AOSSL.html

•  SSL Best Practices https://otalliance.org/ssl.html

•  SSL Labs https://ssllabs.com

•  Privacy Score http://privacyscore.com/

Craig Spiezle craigs@otalliance.org+1 425-455-7400

Tools & Resources

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Q&A  

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Download  the  New  Forrester  White  Paper  

Forrester:  Big  Data’s  Big  Meaning  For  Marke?ng  Using  Big  Data  to  Deliver  Context  and  Personaliza'on  at  Scale    You’ll  be  redirected  to  download  the  white  paper  awer  this  webinar.    

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Thank  You  &  Meet  Ensighten  

www.ensighten.com    

         @ensighten            company/ensighten              /ensighten      

         www.linkedin.com/company/ensighten  Tag  Management  For  Digital  Marke'ng,  Web  Analy'cs  and  IT      

Web  

Social  

Discuss  

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Thank  You