Data Protection and Privacy in the Social Web

SOCIAL MEDIA ADVERTISING PLATFORM
DATA PROTECTION AND PRIVACY IN THE SOCIAL WEB
Michael Altendorf
Version 1.1 // 10.7.2010

Inhalt
About ADTELLIGENCE
The ADTELLIGENCE Social Media Advertising Platform
Data protection at ADTELLIGENCE
Privacy and online advertising in Social Networks
Conclusion

AboutADTELLIGENCE
ADTELLIGENCE is a high-tech company in the metropolitan Rhein-Neckar region that offers the first Social Media Advertising Platform
The technology offered by ADTELLIGENCE creates a foundation for successful business models in Web 2.0 and mobile platforms, increasing the competitiveness of social media services over traditional media.
The ADTELLIGENCE solution combines ad-serving, targeting, business intelligence, and analytics in one platform that can be accessed on the Internet.
ADTELLIGENCE was founded in Mannheim (May 2009) by Michael Altendorf and Dr. Cyrille Waguet, together with venture capitalists.
The ADTELLIGENCE team includes experts from SAP, Google, and IBM

ADTELLIGENCE – Advertising in the Social Web
The ADTELLIGENCE Social Media Advertising Platform automates the delivery of ad campaigns. Campaigns are delivered only to users who correspond to a chosen target group. Attention time can be measured, and multiple groups simultaneously tested. For privacy reasons, onclusions about individuals are not available to the advertiser.

Impressionen
Business Intelligence
Targeting 2.0
Geo-Targeting
Socio-Psychographic Targeting
Interest Mixer
Self-Booking Platform
Analytics 2.0

Reporting, Recommendations & Analytics
Each campaign is evaluated in detail. Only aggregated data can be used, thus privacy protection is ensured at all times.
No personal data, such as the name or email of users, is stored by ADTELLIGENCE system. Identifying the user is not possible. Without an active opt-in, user information will not be passed to third parties. The personal data of the user is always safe.
Age
Gender
Language
How old are the people who are interested in your product?
Men or women? Who prefers your product?
What language are the people interested in your product speaking?
Country of Origin
In which land/city/region are the most people clicking on your campaign?
Interests
Music
What do members of your target group do in their free time?
Does your target group like music? We know what style!

Data Privacy at ADTELLIGENCE
This is our endeavor…. the employees of ADTELLIGENCE do not want their private data distributed in the Internet either.
ADTELLIGENCE has already directly developed a data protection report and has examined the legality.
Dr. Ulbricht from www.rechtzweinull.de has conducted an investigation and confirmed the legality of the report. The report can be downloaded at any time on the ADTELLIGENCE homepage: http://adtelligence.de/de/datenschutz
We use no personal data! We are not able to receive names, email addresses, or telephone numbers. Even when a Social Network like Facebook sends us a name, it cannot be processed by our interface.
Our main concern is transparency. All privacy and security regulations must be clearly communicated. This is the only way to generate acceptance.
The targeting engine from ADTELLIGENCE does not store cookies and does not save IP addresses.

Data Privacy in Social NetworksHandling data: The tension between legal and personal boundaries
User Concerns
Legal boundaries
Today, data protection laws provide that the user must explicitly agree to the use of personal data by third parties ("OPT-in")
There are serious consequences for the re-use or violation of the use of personal information
It is expected that in the future, these provisions will be tightened.
Data privacy is a critical success factor in networks
Users gladly and willingly give a lot of info for a price. But if they feel ignored in the distribution of their data, even with legal safety, they rebel.
In the case of semantic advertising in GMAIL, there is the question: “Is Google reading my emails?”
Re-Targeting – Who is surfing behind me???
8

The Use of Data in Practice
Today and Tomorrow
Clear and open communication that ensures there is no personal data being passed on is expected by users.
Social Networks must clearly communicate that data is evaluated for the purposes of advertising. Users will accept this if the data is not personal, and if they can avoid premium usage charges by doing so.
The current legal situation allows for the anonymous storage of data for advertising purposes.
Anonymizing services and providers of opt-out offers in compliance with all provisions are continuing to gain ground.
eCommerce providers such as Amazon personalize offers for their buyers. If an eCommerce provider stores data from a user of a social network, it is not without the explicit opt-in of the user. Purchase information cannot be mixed with information from social networks without the consent of the user.
For the delivery of ads on social networks, cookies are not necessary, as opposed to with behavioral targeting.

User profiles store different demographic and psychographic information
User Input
Legal Boundaries
Personal data
Demographic data: age, occupation, income, etc.
Interests such as music, movies, books, sports, and quotations
Geographic data like residential or study locations and destinations
Friends and social graph
Group activities
Wall posts and comments
Photos
Specials such as blogs or video podcasts
What was unimaginable a few years ago is now commonplace
People freely write about themselves, their interests, and their desires on the Internet
This information is no longer kept secret; it is seen as a means of communication with others.
User-generated content is thus voluntarily generated in Social Networks.

A complete user profile can be very large
An example from MySpace
This is the MySpace profile of MySpace co-founder Tom Anderson
Tom is automatically the “the first” friend/contact after registration in the social network MySpace
Like almost all other users of a social network, he describes his interests, his taste in music, what movies he loves, how old he is, where he lives, and much more.
The adjacent profile is not unique in its detail.
The younger the user, the more data the so-called “digital natives” maintain.

Not all data in a social network should be used. Data use from a data protection point of view:
Possible uses of data from user profiles
1. Personal Data
2. Demographic data: Age, profession, income etc.
3. Interests like music, movies, books, sports, and quotes.
4. Geographic data like residential or study locations and
destinations
5. Friends and social graph
6. Group activities
7. Wall posts and comments
8. Photos
9. Specials such as blogs or video podcasts
NO GO
OK
OK
OK
Only with the consent of the user
Photos are a very critical point
Message content ok?  see Gmail
Further use of voluntary information from a user profile can only take place in accordance with data protection laws
User concerns are taken into account in addition to data protection laws.

Single Sign-on and Facebook Connect
New opportunities for online advertising vs. a new challenge for data protection
Services like Facebook Connect, the new graph API, and OpenSocial allow the personalization of offers from outside communities.
2 principle distinctions:
With user opt-in:
With opt-in, the user is asked by an eCommerce shop, for example, whether he (and his Facebook data) want to log in. If the user agrees, his data is read from Facebook (via the Connect interface).
Without user opt-in
Without opt-in, the user’s personalized data may not be shared. It is possible to use pseudonymous data temporarily, for example gender and age can be used to tailor the online shop to men or women.
Example: The new Facebook Graph API allows the processing of gender or age (no name or email). This only works if the user is logged into Facebook.
 Sites use user data for stastical or promotional purposes, but here the respect of the privacy policy is especially important.

Conclusion – Transparency is the key to resolving the debate about data privacy in Social Networks
New opportunities for online advertising in social networks offer many benefits, both for platform operators and for users. Amazon and Apple, for example, make much use of them. This is precisely why open communication is of particular importance when dealing with user data. Transparency leads to lasting acceptance.
Facebook and Google are dealing primarily with negative headlines in the media because they don‘t tell their users what they are doing. Three scenarios are described:
Anonymization
Pseudomization
With consent/ opt-in of users
User actively agrees to transfer their data – everything must be used.
Example: Facebook Connect
No name or email may be shared
Advertising to groups, not to individuals
Only aggregated data
No opt-in for advertising possible
Only temporary storage
No personal data
Example: eCommerce Shop personalized like the new Levis Shop

Questions? Write us an email at:
Datenschutz@adtelligence.de
Web: www.adtelligence.de
Become a fan: www.facebook.com/adtelligence
Publications: www.slideshare.net/michaelaltendorf
Contact: michaelaltendorf@adtelligence.de
Twitter: www.twitter.com/Michael1980

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Data Protection and Privacy in the Social Web

by ADTELLIGENCE GmbH on Jul 22, 2010

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Data Protection and Privacy in the Social Web — Presentation Transcript