How 16 years ofWeb commerce has utterly transformed what privacy
means in the 21st centaury
© 2010 Shivercube
 Connects humanity
 Free information
 Unlimited information
 It’s open
 Allows infinite opportuniti...
© 2010 Shivercube
Nonmonetary Market
Free: The Future of a Radical Price. Chris Anderson
© 2010 Shivercube
TheThree-Party Market
Free: The Future of a Radical Price. Chris Anderson
© 2010 Shivercube http://www.nytimes.com/imagepages/2008/03/10/technology/20080310_PRIVACY_GRAPHIC.html
© 2010 Shivercube
 The product online is not the content, it’s you
 The digital fingerprint
 More valuable than gold
 ...
© 2010 Shivercube
 Who does the cookie say you are?
 Are you the same person online as you are in
real life?
 Computers...
© 2010 Shivercube
 We all want something for nothing
 MostWeb use is free
 You pay less, receive more
 Have more money...
© 2010 Shivercube
 Digital information is valuable, but can’t be
returned
 Will you feel the same way about what you
did...
© 2010 Shivercube
 Who really owns all that information?
 What if the company gets sold
 Do you really trust them?
 In...
© 2010 Shivercube
 Each individual treated uniquely
 Personalised experiences
 TheWeb isn’t a broadcasting mechanism
 ...
© 2010 Shivercube
 Personalised experience
 Gives an advantage over traditional shops
 Amazon tells you what you might ...
© 2010 Shivercube
 Web created by scientists who wanted to
share information
 Web and money did not go together
 Commer...
© 2010 Shivercube
 An advertising company
 One of the biggest money-making machines
in history
 One of the most powerfu...
© 2010 Shivercube
 True to the nature of theWeb
 Everything is free
 Gives information at your fingertips
 Adwords ser...
© 2010 Shivercube
 $200 per second in 2009
 $6.5 billion in profit for the year
 They’re going to make money out of you...
© 2010 Shivercube
 Reads your email
 Analyses it
 Places ads in the sidebar, based on email
content
 It’s free, but th...
© 2010 Shivercube
 numb fingers
 60 single men
 dog that urinates on everything
 how to kill oneself by natural gas
 ...
© 2010 Shivercube
 In 2006, AOL released a file
 Contained searches over the last 3 months
 Users only identified by a ...
© 2010 Shivercube
 Willingly give away personal information
 Facebook Connect
 Tracks websites
 Gives third parties ac...
© 2010 Shivercube
 Track where you’ve been
 Determine what you like
 Track what types of things you’ve been
buying
 Pr...
© 2010 Shivercube
© 2010 Shivercube
 Virtually irrevocable persistent cookies
 Uses several storage mechanisms
 Recreates itself whenever...
© 2010 Shivercube
 TheWeb has to stay open
 Innovation has to continue
 The longer we’re online, the more attention
we ...
© 2010 Shivercube
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Is privacy dead

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Is privacy dead

  1. 1. How 16 years ofWeb commerce has utterly transformed what privacy means in the 21st centaury
  2. 2. © 2010 Shivercube  Connects humanity  Free information  Unlimited information  It’s open  Allows infinite opportunities  Makes us immortal
  3. 3. © 2010 Shivercube Nonmonetary Market Free: The Future of a Radical Price. Chris Anderson
  4. 4. © 2010 Shivercube TheThree-Party Market Free: The Future of a Radical Price. Chris Anderson
  5. 5. © 2010 Shivercube http://www.nytimes.com/imagepages/2008/03/10/technology/20080310_PRIVACY_GRAPHIC.html
  6. 6. © 2010 Shivercube  The product online is not the content, it’s you  The digital fingerprint  More valuable than gold  Pay with privacy, not money  Thoughts and actions are tracked and traded  Consumers are now commodities  How much would you charge for someone to read your personal diary?
  7. 7. © 2010 Shivercube  Who does the cookie say you are?  Are you the same person online as you are in real life?  Computers don’t understand context  We ask search engines questions that we would never even consider asking another human being
  8. 8. © 2010 Shivercube  We all want something for nothing  MostWeb use is free  You pay less, receive more  Have more money to spend on other things  Improves general wealth  Free makes us happy
  9. 9. © 2010 Shivercube  Digital information is valuable, but can’t be returned  Will you feel the same way about what you did last night, not just the next morning, but also 40 years later?  Data collected today can have unintended consequences later  We have to all live like celebrities  Once it’s there, it’s there for good
  10. 10. © 2010 Shivercube  Who really owns all that information?  What if the company gets sold  Do you really trust them?  In exchange for a freeWeb, our privacy has become a commodity  TheWeb isn’t a closed private bubble  It’s all public  We’re having conversations with computers across the world  We are all being watched
  11. 11. © 2010 Shivercube  Each individual treated uniquely  Personalised experiences  TheWeb isn’t a broadcasting mechanism  It’s a narrowcasting mechanism  It’s good as long as it’s free!  There’s a risk-reward ratio  Reward outweighs the risk  Convenience triumphs
  12. 12. © 2010 Shivercube  Personalised experience  Gives an advantage over traditional shops  Amazon tells you what you might like to buy  Netflix tells you what movies you might like “Recommendation engines are very good at figuring out what people like me would do and telling me what that is. So I can then find out what people like me do. I can become much more like a person like me… Recommendation engines, by telling me what people like me do, and encouraging me to be like a person like me, they help me to become more prototypically one of my kind of person. And the more like one of my kind of person I become, the less me I am, and the more I am a demographic type.”– Douglas Rushkoff
  13. 13. © 2010 Shivercube  Web created by scientists who wanted to share information  Web and money did not go together  Commerce originally outlawed  Then cameAmazon  Then ecommerce revolution began  Then cameGoogle  Then the advertisement revolution began
  14. 14. © 2010 Shivercube  An advertising company  One of the biggest money-making machines in history  One of the most powerful companies in the world  And they did it all by giving away things for free
  15. 15. © 2010 Shivercube  True to the nature of theWeb  Everything is free  Gives information at your fingertips  Adwords serves a single ad to a single person  Every time  Tries to make ads relevant to the content  If you don’t like them, you don’t have to click them  They still make money and give you free services
  16. 16. © 2010 Shivercube  $200 per second in 2009  $6.5 billion in profit for the year  They’re going to make money out of you eventually  You’re eventually going to view an ad  Or click an ad  Very targeted ad serving  Beginnings of a monopoly over advertising http://www.penn-olson.com/2010/01/22/money-googles-2009-net-profit-rose-by-50/
  17. 17. © 2010 Shivercube  Reads your email  Analyses it  Places ads in the sidebar, based on email content  It’s free, but they’re listening  Has it gone too far?
  18. 18. © 2010 Shivercube  numb fingers  60 single men  dog that urinates on everything  how to kill oneself by natural gas  fear that spouse contemplating cheating  depression and medical leave http://www.nytimes.com/2006/08/09/technology/09aol.html?_r=1
  19. 19. © 2010 Shivercube  In 2006, AOL released a file  Contained searches over the last 3 months  Users only identified by a numerical code  But information is so personal  User 4417749  Thelma Arnold  62 year old woman http://www.nytimes.com/2006/08/09/technology/09aol.html?_r=1
  20. 20. © 2010 Shivercube  Willingly give away personal information  Facebook Connect  Tracks websites  Gives third parties access to personal information  Special partners automatically get access  Yelp  RottenTomatoes
  21. 21. © 2010 Shivercube  Track where you’ve been  Determine what you like  Track what types of things you’ve been buying  Predict what you’re likely to buy in the future  Very valuable to advertisers
  22. 22. © 2010 Shivercube
  23. 23. © 2010 Shivercube  Virtually irrevocable persistent cookies  Uses several storage mechanisms  Recreates itself whenever deleted  A browser exploit  Likely to be fixed in the future  http://samy.pl/evercookie/
  24. 24. © 2010 Shivercube  TheWeb has to stay open  Innovation has to continue  The longer we’re online, the more attention we pay  The more information a business can capture  The more ads they can sell  It could be a good thing  Personal information makes our experiences better
  25. 25. © 2010 Shivercube

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