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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.

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 awayBlueKal, 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

Transcript

  • 1. PRIVACY IS ACOMMODITY,
    NOT A PLACE
    @maggiefox
    http://www.flickr.com/photos/wonderlane
  • 2. Have you ever
    felt that your
    privacy has been violated
    online?
  • 3. The word I just used:
    VIOLATED…
    http://www.flickr.com/photos/stevendepolo
  • 4. “To disturb rudely
    or improperly…”
    “To break inupon,
    or infringe upon…”
  • 5. space
    physical
    http://www.flickr.com/photos/blapp
  • 6. Do you know why?
  • 7. Privacy laws address
    personal
    property and security
    http://www.flickr.com/photos/springfieldhomer
  • 8. a man’s home
    is his castle
    http://www.flickr.com/photos/8323445@N08
  • 9. laws were intended to
    prevent the state from entering the homes
    of private citizens
  • 10. We suck at context –
    we think here & now is all there is
  • 11. New
    Concept
    http://www.flickr.com/photos/dominicspics
  • 12. New
    Concept
    Not Global
    http://www.flickr.com/photos/dominicspics
  • 13. New
    Concept
    Not Global
    Rooted in
    18th century
    property law
    http://www.flickr.com/photos/dominicspics
  • 14. New
    Concept
    Not Global
    Rooted in
    18th century
    property law
    Very squishy
    http://www.flickr.com/photos/dominicspics
  • 15. And now we’re digital
  • 16. Digital privacy is about bits…
    the breadcrumbs we leave behind
    http://www.flickr.com/photos/diongillard
  • 17. In the digital revolution,
    that data is incredibly valuable…
    but not to Big Brother
  • 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. Not ALL
    the eyeballs;the
    RIGHT eyeballs
    http://www.flickr.com/photos/sreejithk2000
  • 20. You
    Your data
    Your privacy
  • 21. U.S economic drivers
    120
    100
    80
    60
    40
    20
    0
    Consumption
    Investment
    Government
    Conferences*
    Source: Bureau of Economic Analysis, U.S. Department of Commerce
    *except for this one – that’s made up
  • 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. So lets think about
    it this way;
    When Facebook leaks your data…
  • 24. They’re not looking in
    your window…
    They’re TAKING YOUR STUFF!
    http://www.flickr.com/photos/richt
  • 25. Advertisers are thinking
    (or choosing to think)
    the wrong way about your
    data…
  • 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. That’s lose-lose
    We should
    extract that value
  • 28. Profit sharing?
    Discounts?
    Loyalty programs?
  • 29. Web-based
    platforms are rich in
    data reserves
    http://www.flickr.com/photos/20940650@N07
  • 30. Web-based
    platforms are rich in
    data reserves
    The right to NOT
    be annoyed by
    poorly targeted
    ad campaigns?
    http://www.flickr.com/photos/20940650@N07
    http://www.flickr.com/photos/spine
  • 31. Web-based
    platforms are rich in
    data reserves
    The right to NOT
    be annoyed by
    poorly targeted
    ad campaigns?
    That doesn’t make
    a lot of sense
    http://www.flickr.com/photos/20940650@N07
    http://www.flickr.com/photos/spine
  • 32.
  • 33.
  • 34. What is a natural resource in the Information Age?
  • 35. www.flickr.com/photos/solyoung
    Thanks.
    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