Privacy & Big Data: "What Marketers Need to Know About Privacy"

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  • 1. @chapell68 Alan Chapell President Privacy & Big Data “What Marketers Need to Know About Privacy” Chapell & Associates
  • 2. Two part discussion Overview of Canada’s digital media privacy law and standards Looking beyond the cookie for attribution and measurement
  • 3. Some historical perspective…
  • 4. Personal Information Protection and Electronic Documents Act (PIPEDA) Canada’s Comprehensive (national level) Privacy Law Adequate from the perspective of the EU Addresses Digital Media Advertising?
  • 5. Dec 2011 guidance from Canada’s chief regulator Ad serving data IS governed by PIPEDA Notice & Opt-out Choice can be appropriate
  • 6. Sept 2013 Digital Advertising Alliance Canada Enhanced Notice (outside of the PP) Opt-out Choice Restrictions on data usage for OBA
  • 7. Sensitive Health Data HIV Heart Condition Mental Health Diabetes Smoker Dieter Cold and Flu Heartburn Sleep Apnea Vitamin User Wellness
  • 8. Sensitive Health Data HIV Heart Condition Mental Health Diabetes Smoker Dieter Cold and Flu Heartburn Sleep Apnea Vitamin User Wellness
  • 9. Canada’s new anti-SPAM Law Effective July 1, 2014 Commercial Email subject to opt-in consent Certain Existing Business Relationship Exceptions
  • 10. Part 2: The Future of Cookies and the Monetization of Addressibility a.k.a. why the use of non-cookie based technologies will skyrocket in 2014-15
  • 11. FOUR Digital media trends
  • 12. Digital Media Trend #1: shift from Audience Creation to Advertiser Enablement
  • 13. Ad network model circa 2005 Data
  • 14. From 2006 to 2014 Restrictions on data use (IAB t/cs) use limited to data exhaust Non-advertiser/publisher specific
  • 15. Ad network model circa 2005 Data
  • 16. Digital advertising model 2013 Advertiser DSP Audience / Customer / User Data DMP Data marketplace Data marketplace
  • 17. Brands Purchasing Power + Power to build their own digital audiences
  • 18. Digital Media Trend #2: shift from Browser Controlled Ad Spend to Platform Controlled Ad Spend
  • 19. 2005 – Browsers & Cookies
  • 20. Tracking Protection Cookie Blocking & Deletion Mobile
  • 21. Device & O/S Social Platforms Carriers / ISPs Meet the Platforms
  • 22. Platforms own the tracking technology (nobody really owns cookies)
  • 23. An Epic Battle…
  • 24. Digital Media Trend #3 Advertisers demand insight across platforms & devices
  • 25. Advertising across one SN Platform Advertiser SN Platform Audience / Customer / User Data Data
  • 26. Advertising across MULTIPLE Platforms Advertiser Audience / Customer / User
  • 27. Some reporting across platforms, but not much else…
  • 28. Back to digital media planning circa 1997?* * Btw, its not a great idea to have the same entity that is providing the media to rate the efficacy of the media.
  • 29. Advertisers vs. Platforms
  • 30. Digital Media Trend #4 The growth of the data synch ecosystem
  • 31. IDFA Email MSFT ID Outlook ID Advertising ID G+ ID Samsung ID FB ID Email Address Twitter Handle Twitter ID LinkedIn ID Email address Verizon ID Telephone # Telephone # Sub-ID
  • 32. Advertiser UID Platform1 Conf % Platform2 Conf % ADV-43654 IDFA-ZYXPL 83% Tt-12345 95% ADV-43655 IDFA-ZYXPQ 74% Tt-12346 73% ADV-43656 IDFA-ZAXPL 76% Tt-12347 74% ADV-43657 IDFA-PTUYD 66% Tt-12348 89% ADV-43658 IDFA-ZYXPL 78% Tt-12349 77% ADV-43659 IDFA-AFRED 78% Tt-12350 78% ADV-43660 IDFA-ZYXPL 83% Tt-12351 83% ADV-43661 IDFA-ERSHR 97% Tt-12352 76% ADV-43662 IDFA-ZYTPL 88% Tt-12353 75% ADV-43663 IDFA-ACDEF 85% Tt-12354 88%
  • 33. Data & data processing Companies Market research Firms Device recognition SM Advertising Platforms Mobile Analytics Data Mgt Platforms DSP / Exchanges Consumer facing with registration Compliance Vendors CROSS PLATFORM / DEVICE DATA SYNCH LUMAscape
  • 34. Data & data processing Companies Market research Firms Device recognition SM Advertising Platforms Mobile Analytics Data Mgt Platforms DSP / Exchanges Consumer facing with registration Compliance Vendors CROSS PLATFORM / DEVICE DATA SYNCH CHAPELLscape
  • 35. Audience Creation to Advertiser Enablement in Adtech Browser Controlled to Platform Controlled Digital Experiences Advertiser Demand for Customer Insight across screen and platform Growth of the Data Synch Ecosystem Digital Media Trends
  • 36. Current Privacy Framework doesn’t address ANY of this (Brands not used to being responsible for digital privacy rules)
  • 37. Keys to being privacy-safe in a post-cookie world
  • 38. Notice Transparency Choice Data Segment Retention
  • 39. Most privacy policies reference cookies and browser settings (including some app privacy policies)
  • 40. Enhanced Notice may be the answer
  • 41. “Third-parties use Advertising IDs….”
  • 42. Transparency: More important than ever
  • 43. Transparency A User SHOULD be able to determine that a StatID is being utilized for ad targeting
  • 44. • Browsers give users ability to see cookie – Aspire to provide similar level of transparency • Statistical ids are server based – Creates the impression of “secret” tracking • A User SHOULD be able to determine that a StatID is being utilized for ad targeting • Note: transparency implies accountability
  • 45. Choice: How do you record opt-outs?
  • 46. Reliability - Develop an opt-out mechanism that is at least as reliable as a first party cookie. Cross-Device Support - an opt-out on one device should be honored on all devices that are mapped to that device. Auditable – ensure that a third-party can reasonably determine that your opt-out is functioning properly. Opt-out best practices
  • 47. Data Segment Retention
  • 48. The Right to be Forgotten
  • 49. Sunset your digital Segments Precise Location Auto-Intender Income / Age Range Frequent SN Sharer
  • 50. Questions? alan@chapellassociates.com