Rise and Phall? Lessons from the Phorm Saga Paul Bernal – p.a.bernal@lse.ac.uk
Phorm’s ‘Webwise’ Complete behavioural targeting A rising star of a rising sector?
Issues with Webwise Intercepts communications The ‘masquerading’ cookie Complete surveillance
Sensitive data? Personal data? BUT… Phorm links it to a ‘non-personal’ UID, not to a person or IP address
The Rise of Phorm? Allies in business Support from government Some privacy ‘endorsement’?
Secret trials!
Legal challenges…
Media wars…
European intervention…
A ‘privacy friendly’ system?
The fall of Phorm…
The fall of Phorm…
Symbiotic regulation?
Phorm used the big guns… The law… Business Government
The power of an active community As protestors As citizens As customers
The letter of the law… … vs. what people believed was right
Facebook’s Beacon Same kind of story same kind of result
Google StreetView Just as intrusive… Why a different result?
The Phall-out… For the UK government… … and for the behavioural targeters
A balanced and beneficial symbiosis? Paul Bernal – p.a.bernal@lse.ac.uk
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Rise and Phall

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Rise and Phall

  1. 1. Rise and Phall? Lessons from the Phorm Saga Paul Bernal – p.a.bernal@lse.ac.uk
  2. 2. Phorm’s ‘Webwise’ Complete behavioural targeting A rising star of a rising sector?
  3. 3. Issues with Webwise Intercepts communications The ‘masquerading’ cookie Complete surveillance
  4. 4. Sensitive data? Personal data? BUT… Phorm links it to a ‘non-personal’ UID, not to a person or IP address
  5. 5. The Rise of Phorm? Allies in business Support from government Some privacy ‘endorsement’?
  6. 6. Secret trials!
  7. 7. Legal challenges…
  8. 8. Media wars…
  9. 9. European intervention…
  10. 10. A ‘privacy friendly’ system?
  11. 11. The fall of Phorm…
  12. 12. The fall of Phorm…
  13. 13. Symbiotic regulation?
  14. 14. Phorm used the big guns… The law… Business Government
  15. 15. The power of an active community As protestors As citizens As customers
  16. 16. The letter of the law… … vs. what people believed was right
  17. 17. Facebook’s Beacon Same kind of story same kind of result
  18. 18. Google StreetView Just as intrusive… Why a different result?
  19. 19. The Phall-out… For the UK government… … and for the behavioural targeters
  20. 20. A balanced and beneficial symbiosis? Paul Bernal – p.a.bernal@lse.ac.uk
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