Rapleaf was founded in 2006 and allowed users to obtain data on a set of users by uploading their email addresses. It was used to research a person’s reputation, i.e. if you were going to bid on an auction on eBay, you could look the seller up on Rapleaf to see if they were legit. In 2010, it was found that Rapleaf transmitted personally identifiable information and was ostracized from the online marketing community.HasOffers and Kontagent (two mobile advertising analytics companies) had their access to Facebook Mobile advertising data revoked because they broke FB’s data retention policies.
2014-02 Loyola Venture Community Presentation by Joe O'Connor
Personalization vs. Privacy
The Internet Cookie Debate
What is a cookie?
How does a cookie work?
Pros & Cons for consumers
What is a cookie?
A cookie is a small piece of data sent from a website and stored in a user's web
browser while the user is browsing that website.
Cookie’s can store data about your visit and can persist for a set period of time.
The standard cookie life span is 30 days.
Cookie’s are widely used on desktop and laptop browsers. It is not as widely
compatible with mobile devices.
Few, if any, federal regulations exist concerning how advertisers and web publishers can track
and use consumer data on the web.
Interactive Advertiser’s Bureau (IAB) is a self-regulating body that develops industry
standards, including defining the methodologies around collecting and the commercial use of
Many well known brands and online advertising companies have representation within the IAB.
The privacy principles set by the IAB:
Consumers should be provided meaningful notice about the information collected and used for advertising.
Consumers should be informed of their choices regarding online advertising and empowered to exercise those
III. Businesses should implement appropriate security practices and procedures.
IV. Businesses should be responsive and accountable to consumers.
V. Businesses should educate consumers about the benefits of online advertising.
These principles are taken seriously.
Pros and Cons for Consumers
• Relevant content
• Creepiness factor
• When is it too
Interesting Services to Check Out
A web app that shows you the different companies with tracking mechanisms
implemented on the current webpage. It also enables you to block specific services
from tracking you.
An icon that appears in the corner of most online banner ads. Clicking on this icon will
take you to the service provider who served you the ad, and allows you to opt out of
being tracked by that service.