PRIVACY IS A
COMMODITY,
NOT A PLACE
http://www.flickr.com/photos/wonderlane
@maggiefox
Have you ever
felt that your
privacy has been violated
online?
The word I just used:
VIOLATED…
http://www.flickr.com/photos/stevendepolo
“To disturb rudely
or improperly…”
“To break in upon,
or infringe upon…”
space
http://www.flickr.com/photos/blapp
physical
Do you know why?
personal
property and
security
http://www.flickr.com/photos/springfieldhomer
Privacy laws
address
is his castle
http://www.flickr.com/photos/8323445@N08
a man’s home
laws were intended to
prevent the state from
entering the homes
of private citizens
We suck at context –
we think here & now is all
there is
New
Concept
http://www.flickr.com/photos/dominicspics
New
Concept
http://www.flickr.com/photos/dominicspics
Not Global
New
Concept
http://www.flickr.com/photos/dominicspics
Rooted in
18th century
property law
Not Global
New
Concept
http://www.flickr.com/photos/dominicspics
Rooted in
18th century
property law
Not Global
Very squishy
And now we’re digital
Digital privacy is about
bits…
the breadcrumbs
we leave behind
http://www.flickr.com/photos/diongillard
In the digital revolution,
that data is incredibly
valuable…
but not to Big Brother
There’s a little
600 billion
dollar a year
industry in
trouble
because…
we don’t hang
out where we
used to
http://www.flic...
http://www.flickr.com/photos/sreejithk2000
Not ALL
the eyeballs; the
RIGHT eyeballs
You
Your data
Your privacy
Source: Bureau of Economic Analysis,
U.S. Department of Commerce
*except for this one – that’s made up
U.S economic driver...
Your data has real,
tangible value –
because there’s a
market for it
Your privacy is no
longer a place
it’s a commodity
So lets think about
it this way;
When Facebook
leaks your data…
http://www.flickr.com/photos/richt
They’re not looking in
your window…
They’re
TAKING
YOUR
STUFF!
Advertisers are thinking
(or choosing to think)
the wrong way about your
data…
Advertisers are thinking
(or choosing to think)
the wrong way about your
data…
They are taking your stuff to
help them get...
That’s lose-lose
We should
extract that value
Profit sharing?
Discounts?
Loyalty programs?
Web-based
platforms are rich in
data reserves
http://www.flickr.com/photos/20940650@N07
Web-based
platforms are rich in
data reserves
http://www.flickr.com/photos/20940650@N07 http://www.flickr.com/photos/spine...
Web-based
platforms are rich in
data reserves
That doesn’t make
a lot of sense
http://www.flickr.com/photos/20940650@N07 h...
What is a natural resource
in the Information Age?
Thanks.
www.flickr.com/photos/solyoung
Embrace the “Privacy Paradox”
The law can’t keep up with the web
Your data is being...
Privacy is a Commodity, Not a Place: Defrag 2010 keynote
Privacy is a Commodity, Not a Place: Defrag 2010 keynote
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Privacy is a Commodity, Not a Place: Defrag 2010 keynote

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The way we think about privacy is all wrong, based on laws written in another place and another time.

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  • history of privacy
    Internet new dimension
    industry in crisis - pressure
    red herring
  • permission-based stalking
    my mom/Twitter
    “You’re making me feel weird”
  • words are powerful/context
  • - definition
  • 4th Amendment
    “The right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures"
  • not universal, western
    difference even btwn US and Europe (France/Italy)
    some say untranslatable
    Russian: combination of solitude, secrecy, private life
    or borrow Eng word
    malleable, undefined
    proof: the Privacy Paradox
    George Lowenstein, behavioral economist at Carnegie Mellon
    assurance/confidentiality reduced disclosure 50%
    more informal website, more disclosure
    we don’t think about it unless we’re reminded
  • unstable foundation
    deal with loss of control of our data
  • IP, wifi & bluetooth signatures
    you’re not that interesting
    only valuable in aggregate
  • spy: Twitter, FB, seriously?
    plan ahead, people!
  • fragmentation
    justify their existence while we PVR, skip & multi channel
    end of mass marketing
  • - their survival
  • juggernaut
    forced to rethink
  • who gives a shit?
    drives recovery
    food, shelter, sex - essential
  • whether or not
    audience targeting with user data
    performance increased by 324 times
    not going to go away
    BlueKal, eXelate betting
    not Big Brother – The Adman
  • get away from place, and “you’re making me feel weird”
    different context, think differently
  • - pissed
  • - letting them = blank cheque
  • - your money
  • - our data has value
  • - we have made them rich
  • - not to be annoyed? Seriously?


  • babies, walnuts for gold?
    force a completely different perspective
    we have collectively built value
  • - Amazon, FB, others – data = biggest asset
  • long-term wealth, empires created greater than services extracted
    they will use our data to continue to sell to us
  • not fixed/universally recognized
    laws/attitudes can’t keep up with web
    whether you like it or not
    our data is a resource, collectively owned
  • Privacy is a Commodity, Not a Place: Defrag 2010 keynote

    1. 1. PRIVACY IS A COMMODITY, NOT A PLACE http://www.flickr.com/photos/wonderlane @maggiefox
    2. 2. Have you ever felt that your privacy has been violated online?
    3. 3. The word I just used: VIOLATED… http://www.flickr.com/photos/stevendepolo
    4. 4. “To disturb rudely or improperly…” “To break in upon, or infringe upon…”
    5. 5. space http://www.flickr.com/photos/blapp physical
    6. 6. Do you know why?
    7. 7. personal property and security http://www.flickr.com/photos/springfieldhomer Privacy laws address
    8. 8. is his castle http://www.flickr.com/photos/8323445@N08 a man’s home
    9. 9. laws were intended to prevent the state from entering the homes of private citizens
    10. 10. We suck at context – we think here & now is all there is
    11. 11. New Concept http://www.flickr.com/photos/dominicspics
    12. 12. New Concept http://www.flickr.com/photos/dominicspics Not Global
    13. 13. New Concept http://www.flickr.com/photos/dominicspics Rooted in 18th century property law Not Global
    14. 14. New Concept http://www.flickr.com/photos/dominicspics Rooted in 18th century property law Not Global Very squishy
    15. 15. And now we’re digital
    16. 16. Digital privacy is about bits… the breadcrumbs we leave behind http://www.flickr.com/photos/diongillard
    17. 17. In the digital revolution, that data is incredibly valuable… but not to Big Brother
    18. 18. There’s a little 600 billion dollar a year industry in trouble because… we don’t hang out where we used to http://www.flickr.com/photos/dsifry
    19. 19. http://www.flickr.com/photos/sreejithk2000 Not ALL the eyeballs; the RIGHT eyeballs
    20. 20. You Your data Your privacy
    21. 21. Source: Bureau of Economic Analysis, U.S. Department of Commerce *except for this one – that’s made up U.S economic drivers 120 100 80 60 40 20 0 Consumption Investment Government Conferences*
    22. 22. Your data has real, tangible value – because there’s a market for it Your privacy is no longer a place it’s a commodity
    23. 23. So lets think about it this way; When Facebook leaks your data…
    24. 24. http://www.flickr.com/photos/richt They’re not looking in your window… They’re TAKING YOUR STUFF!
    25. 25. Advertisers are thinking (or choosing to think) the wrong way about your data…
    26. 26. Advertisers are thinking (or choosing to think) the wrong way about your data… They are taking your stuff to help them get better at taking more of your stuff…
    27. 27. That’s lose-lose We should extract that value
    28. 28. Profit sharing? Discounts? Loyalty programs?
    29. 29. Web-based platforms are rich in data reserves http://www.flickr.com/photos/20940650@N07
    30. 30. Web-based platforms are rich in data reserves http://www.flickr.com/photos/20940650@N07 http://www.flickr.com/photos/spine The right to NOT be annoyed by poorly targeted ad campaigns?
    31. 31. Web-based platforms are rich in data reserves That doesn’t make a lot of sense http://www.flickr.com/photos/20940650@N07 http://www.flickr.com/photos/spine The right to NOT be annoyed by poorly targeted ad campaigns?
    32. 32. What is a natural resource in the Information Age?
    33. 33. Thanks. www.flickr.com/photos/solyoung Embrace the “Privacy Paradox” The law can’t keep up with the web Your data is being commoditized We need to think about it differently

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