WELCOMETO

A MORNING OF MOBILE PRIVACY

PRESENTED BY:

Jules Polonetsky

Executive Director & Co-Chair

The Future of Privacy Forum

Restoring the Faith

Houston…we have a problem

Not Just the Media –

It’s Become a National Joke

We Don’t Learn From Our Mistakes

How Has Industry Responded?

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…

Platforms/Browsers Respond

Cookie Blocking

iOS 7 MAC address changes

Do Not Track settings

Remember IE tracking Protection Lists?

Ecosystem Reactions

Pop up problem

50% click through rate so must be working!

Over thirty years, consumers have consistently fit into 3 groups:

17% privacy fundamentalists

56% pragmatic majority

27% marginally concerned

- Westin Surveys

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.

We are OK with sharing when what

is being done is for me, not to me

Icons that mean something

smart data @

work for you

Native Advertising…

…Native Permissions?

It’s only going to get more interesting

and challenging…

Smart phones

Smart cars

Smart stores

Smart grid

• www.futureofprivacy.org

• Facebook.com/futureofprivacy

• @julespolonetsky

Jules Polonetsky, Executive

Director

JulesPol@futureofprivacy.org

IT’S THE END OF THE WORLD AS

WE KNOW IT…AND I FEEL FINE!PRESENTED BY:

Jaka Jancar

Chief Technology Officer

Celtra

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?

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

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!

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

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

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.

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)

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)

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

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

CREATING DIGITAL AUDIENCES IN

A WORLD WITHOUT COOKIESPRESENTED BY:

Alan Chapell

President

Chapell & Associates

To Access These Slides

Contact Alan Chapell

President

Chapell & Associates

achapell@chapellassociates.com