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W3C DNT Presentation for AdMonsters

W3C DNT Presentation for AdMonsters



Presentation given by Aleecia McDonald, co-chair for the W3C Tracking Protection Working Group, at AdMonsters' DNT Meetup, May 3, 2012

Presentation given by Aleecia McDonald, co-chair for the W3C Tracking Protection Working Group, at AdMonsters' DNT Meetup, May 3, 2012



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    W3C DNT Presentation for AdMonsters W3C DNT Presentation for AdMonsters Presentation Transcript

    • Tracking Protection Working Group Aleecia M. McDonald 3 May, 2012 1Friday, May 4, 12
    • Introduction of the W3C ✤ World Wide Web Consortium creates international standards for the Internet ✤ Sir Tim Berners-Lee ✤ Created the World Wide Web, 1989 ✤ Created the W3C, 1994 ✤ Successful track record with standards for HTML, XML, CSS, etc. ✤ Hundreds of billions of dollars of commerce runs on W3C standards 2Friday, May 4, 12
    • Introduction of co-chairs ✤ Aleecia M. McDonald ✤ Matthias Schunter ✤ Half-time Mozilla Senior ✤ IBM Research in Switzerland Privacy Researcher ✤ Focus on cloud computing, ✤ Half-time Stanford security, and privacy Resident Fellow ✤ P3P standards experience ✤ Prior: PhD privacy; software start ups 3Friday, May 4, 12
    • Approach for Do Not Track ✤ User agent expresses a preference not to be tracked HTTP header of DNT:1 ✤ Shipping today; standards work answers “what does tracking mean?” ✤ Websites / applications choose to honor DNT, confirm with response ✤ Adoption is entirely voluntary; W3C cannot compel members to act 4Friday, May 4, 12
    • Diverse TPWG Membership ✤ 70+ group participants, plus observers ✤ Browser companies: Apple, Google, Opera, Microsoft, Mozilla ✤ Wide membership range including Alcatel-Lucent; Adobe; AdTruth; Article 29 Working Party; AT&T; CDD; CDT; Chapell & Associates; Deutsche Telekom; EFF; ESOMAR; Facebook; IAB Europe; Nielsen; Nokia; Online Publishers Association; TRUSTe; Yahoo!; The Walt Disney Company 5Friday, May 4, 12
    • Writing Standards Documents 1. Definitions & Compliance 2. Tracking Preference Expression ✤ Chair: Aleecia M. McDonald ✤ Chair: Matthias Schunter (IBM) (Mozilla) ✤ Editors: Roy Fielding (Adobe), ✤ Editors: Justin Brookman & Erica David Singer (Apple) Newland (CDT); Sean Harvey & Heather West (Google) 3. Tracking Selection Lists ✤ Chair: Matthias Schunter ✤ Editors: Karl Dubost (Opera); Andy Zeigler (Microsoft) 6Friday, May 4, 12
    • Three Types of Parties 1. First party 2. Service provider ✤ Not directly liable for others’ ✤ Agents of first parties, actions contractual relationship ✤ Very few restrictions ✤ Cannot share data across multiple first parties or use ✤ Cannot share data with for their own purposes others, or else must act as a third party ✤ Debating exceptions ✤ Can be multiple 1st; depends 3. Third parties with strong upon meaningful interaction restrictions, plus exceptions 7Friday, May 4, 12
    • Uniform Signals, Different Results Eleven Point One Onze Comma Un Punt Elf Elf Komma Eins 8Friday, May 4, 12
    • Tri-part DNT Signal ✤ Three options DNT: 1 - enable DNT, user saying “do not track me” DNT: 0 - do not enable DNT Nothing - users have not made a selection ✤ US, Nothing: ✤ EU, Nothing: ✤ Users did not choose to ✤ Users did not consent to enable DNT tracking ✤ Similar to DNT: 0 ✤ Similar to DNT: 1 9Friday, May 4, 12
    • Site-specific Exemptions ✤ Many countries can have a ✤ Some countries may not allow a global DNT: 1 value global DNT: 1 ✤ Companies want to ask to ✤ Consent may be site-by-site track anyway ✤ Use same technical mechanism in both cases ✤ Exception specific to advertiser on that particular first party, not global for the advertiser across the whole Internet and/or ✤ Exception global for a specific third party, Internet wide 10Friday, May 4, 12
    • Current Big Unresolved Issues 1. Edges of a party 2. Permitted uses for third parties, perhaps with retention limits, ✤ User expectations and e.g. branding ✤ Frequency capping ✤ “Discoverable” based on corporate ownership ✤ Billing and financial logging ✤ 3rd party auditing ✤ Security and fraud prevention 11Friday, May 4, 12
    • Opportunities ✤ For feedback: ✤ For media: ✤ Speaking with WG on call ✤ Internet week, May 17th ✤ Joining the WG ✤ Mozilla blog ✤ Community Group ✤ Jonathan’s list of DNT implementations ✤ Individual comments on Last Call draft 12Friday, May 4, 12
    • Interested in Learning Thoughts... ✤ Response mechanism ✤ Hard to get user consent when brand unknown ✤ HTTP header ✤ Does 3rd party acting as 3rd ✤ Well-known URL party help? ✤ How do you propagate opt-out ✤ Auditing, billing status now? ✤ Silo data ✤ Consent for specific sites ✤ Biggest technical challenge to ✤ EU consent issues implement? 13Friday, May 4, 12
    • Tracking Protection Working Group Aleecia M. McDonald 3 February, 2012 14Friday, May 4, 12
    • Photo credits ✤ Tim: http://i.telegraph.co.uk/multimedia/archive/00682/ bernerslee-404_682192c.jpg ✤ Elephant: http://www.flickr.com/photos/paperpariah/2446224424/ sizes/o/in/photostream/ ✤ Adam Foster | Codefor ✤ “! danger elephants at Knowsley Safari Park?” ✤ Cash register: http://www.flickr.com/photos/teflon/4995681266/ ✤ Martin Deutsch 15Friday, May 4, 12