13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedOnline Advertising and Data –The road to anonymisa...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedLet’s discuss…..• Trends in online advertising and...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedAdvertising market share by media – AUSource: PWC ...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedData, data and more data…..• Data has become the c...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedVideohttp://www.youtube.com/watch?v=Y9Y4Efyxmk4&fe...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty Limited Sydney Consumer Trend Seminar |“The phenomenon of...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedDATADIVINITYTicketmaster: Recommendedgigs based on...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty Limited Sydney Consumer Trend Seminar |“Not for everyone,...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedIAB UK: Over half prefer to see ads thatare releva...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedPrivacyAct (Cth)• New definition of personal infor...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedOBA/ analytics• Data is typically anonymous or de-...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedPseudonymous data• Offered as a ‘third way’ in res...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedOpportunity for industry self regulation• Consumer...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedI. Personal Information and Third Party OBAo Third...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty Limited
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedInternational trends – ‘do not track’• Browser bas...
13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedQuestions Answers
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Media and privacy law: online advertising and data June 2013

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Identifying trends in data collection within digital advertising, focussing specifically on online behavioural advertising and where this data sits on the regulatory spectrum.

Published in: Education, Technology, Business
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  • TV breakdown:FTA 26%Pay 3.3%
  • Government is very supportive of industry self regulation around privacyNew Privacy Bill includes specific provisions around how industry codes can be developed and blessed by the Privacy CommissionerRISK that if industry does not self regulate in a manner which is seen to be responsible and accountable, they may decide to regulate for us.Big part of my role at IAB is to not only promote but also initiate self regulation in the online advertising space
  • Transcript of "Media and privacy law: online advertising and data June 2013"

    1. 1. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedOnline Advertising and Data –The road to anonymisation,privacy and self-regulationSamantha Yorke Acting CEO & Director of Regulatory Affairs
    2. 2. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedLet’s discuss…..• Trends in online advertising and use of data• Online behavioural or interest based data• The Australian Privacy Act• Gap between the Privacy Act and broaderpublic expectations around data protection• International trends – ‘do not track’ andePrivacy Directive• IAB regulatory agenda and key deliverables
    3. 3. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedAdvertising market share by media – AUSource: PWC Online AdvertisingExpenditure Report March 2013March 2013 Quarter$AU 910.8 Million(+15% y-o-y)March 2013 Quarter$AU 36.6 Million(+182% y-o-y)TV29%Digital25%Newspapers21%Radio8%Directories7%Magazines &specialist publ5%Outdoor4%Cinema1%Media Advertising Expenditure 2012source: CEASA
    4. 4. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedData, data and more data…..• Data has become the currency of the Internet• Free content and services are made availablethrough advertising• Advertisers want to reach consumers who areinterested in their products• 74% of marketers will spend 2013 honing theirability to better target and segment consumers(Responsys 2012 Digital Marketing Big Australia Report)• Resulting in a hyper-targeted personalised onlineexperience
    5. 5. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedVideohttp://www.youtube.com/watch?v=Y9Y4Efyxmk4&feature=player_embedded
    6. 6. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty Limited Sydney Consumer Trend Seminar |“The phenomenon ofcollecting, analyzing andinterpreting consumers’ personalinformation, and using it to givetailored recommendations thathelp consumers make betterdecisions.”DATADIVINITY
    7. 7. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedDATADIVINITYTicketmaster: Recommendedgigs based on Spotify listeninghabits Sydney Consumer Trend Seminar |
    8. 8. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty Limited Sydney Consumer Trend Seminar |“Not for everyone, but shows justhow tailored the future will be...”DATADIVINITY
    9. 9. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedIAB UK: Over half prefer to see ads thatare relevant to their interests31%29%29%20%11%7%39%39%31%35%35%34%30%33%40%45%55%59%Seen increasing amount of relevent advertisingWould like to know more about how online advertising is made morerelevantI accept that for free services companies need access to my onlinebehaviour infoAdvertising on sites I visit is usually completely randomRather see advertising online that is relevant to my interestsId rather see a low number of relevant ads online than a highnumber of less relevant adsDisagree Neither AgreeThinking about online advertising, to what extent do you agree or disagree with the following statements?Base: All adult internet users in the last month (2001)Most internet users would rather see a low number of relevantads online than a high number of less relevant ones
    10. 10. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedPrivacyAct (Cth)• New definition of personal information:o information or an opinion about an identified individual, or anindividual who is reasonably identifiable:o (a) whether the information or opinion is true or not; ando (b) whether the information or opinion is recorded in amaterial form or not.
    11. 11. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedOBA/ analytics• Data is typically anonymous or de-identified:click data, search keywords, pages visited;generally de-coupled from any registrationdata• Does not generally include contextualadvertising or re-targeting→ sits outside of scope of Privacy Act
    12. 12. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedPseudonymous data• Offered as a ‘third way’ in response to binary concepts ofpersonal and anonymous data• Means data which has been altered or otherwise processedso that it cannot be attributed to an individual without theuse of additional data• Would not identify an individual, but could be unique to adevice
    13. 13. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedOpportunity for industry self regulation• Consumers understand the need for an ad-fundedinternet, they also want greater transparency andcontrol over data and how it is used• Tremendous opportunity for industry to proactivelystep in and fill the gap;oEducate consumersoIncrease transparency around data collectionpracticesoDemonstrate responsibilityoCreate accountability
    14. 14. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedI. Personal Information and Third Party OBAo Third Parties who want to combine OBA Data with PersonalInformation must treat the OBA Data as if it is PersonalInformation and in accordance with the Privacy ActII. Providing Clear Information to Userso Requirement to provide a clear notice to consumers aboutwhich data is collected, how it is collected and what it is usedfor.III. User choice over OBAo Consumers to be able to make a choice as to whether or notthey consent to the collection of data for OBA and given clearuser-friendly options to manage their Ad choices.IV. Keeping Data Secureo Companies must ensure data is stored securely and is onlykept as long as it fulfills a legitimate business need or asrequired by law.V. Careful Handling of Sensitive Segmentationo OBA categories uniquely designed to target children under 13will not be createdo Companies seeking to use OBA in relation to Sensitive MarketSegments must obtain explicit consentVI. Educating Userso Companies to provide easily accessible, user-friendlyinformation about OBA.o A consumer education website providing consumer friendlynon technical information on OBA has been developed byindustry.VII. Being Accountableo All businesses are accountable to uphold the principles in theguideline, develop easily accessible mechanisms forconsumers to lodge complaints directly to companies andcommit to an ongoing review of the Guideline and itsimplementation.7 Principles
    15. 15. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty Limited
    16. 16. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedInternational trends – ‘do not track’• Browser based controls, IE turned on by default,Mozilla blocking third party cookies• Use vs collection• Industry maintaining a need to collect for other non-OBA related purposes• Privacy advocates and governments arguing that anaffirmative expression of ‘do not track’ means do notcollect or use• W3C working to develop a standard, watch thisspace……
    17. 17. 13 June 2013Online Advertising and Data © 2013 IAB Australia Pty LimitedQuestions Answers

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