UCD Smurfit presentation: Cookies & Online Privacy
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An analysis on how online privacy matters for both consumers and marketers. Presentation for the course "Digital Technology an Design" Lecturer: Eoghan Nolan Students: Eiva Orce, Matteo Balzarini and Lara Zaccaria
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UCD Smurfit presentation: Cookies & Online Privacy
- 1. Presented by Lara Zaccaria Eiva Orce Matteo Balzarini COOKIES PRIVACY MKT42050 Digital Technology & Design UCD Michael Smurfit Graduate Business School
- 3. 1.Browser request a web page 2.Server sends page + cookie 3.Cookie back when requesting another page Set Cookie: value[; expires=date][; domain=domain][; path=path][; secure] EXPIRE OPTION Set-Cookie: name=optimizelySegments; 19 FEB 2025 17:33:58 GMT DOMAIN OPTION Set-Cookie: name=optimizelySegments; domain=zara.com PATH OPTION Set-Cookie: name=; optimizelySegments; path=/ SECURE OPTION Set-Cookie: name=optimizelySegments; secure Encoding cookies: Zara.com
- 4. The Cookie Trial businessconsumer Navigation experience Effective functionality of website Interaction between user and website Analytic data Insights of user Improve Browsing experience Maximize advertising effectiveness Privacy Inaccuracy Big data Obey the law
- 5. EU Digital Agenda 2020 Action 28 Reinforcing network and information security policy 10-year strategy plan A single digital market Pillar III Trust and Security Future Considerations
- 6. Online Privacy Proliferation of means to store data in browsers To amplify UX and marketing Trade off: Personalized UX Privacy Websites privacy policy Protects against physical psychological and financial harm businessconsumer Local history accessible via CSS and Js Webbugs with trakcing ids Difficult to guarantee Fast innovation
- 7. Difficult to opt out You have the right to reject and delete the cookies Google case: how much they know about you? Compulsory with cookies, remarketing and Analytics Always include what cookies are present and what information they gather Iubenda: Privacy Policy generator Legal document that states what kind of information are being collected, for what purposes, who it may be shared with and for how long it will be retained businessconsumer Website Privacy Policy
- 8. No opt out Data stolen: with and without permission MyPermissions app Compulsory to have You must Decide what data do you want TRUSTe mobile privacy policy generator businessconsumer Mobile Data Policy
- 9. businessconsumer EUUS The Right to be Forgotten More control Federal Trade Commission Less control European Cookie Law Privacy Policy: EU Vs. US
- 10. Tracking & Fingerprinting Behavioural tracking Third parties gain more access to data: Analytics Advertising Social elements New browser extensions to protect data transmission Security reasons Data retention Spam businessconsumer Fingerprinting is hidden
- 11. Safe & Anonymous Surfing Freedom of access to information businessconsumer Security breaches & Identity theft Remarketing Ads preferences Behavioural tracking User location control
- 12. Still fancy Cookies? Time for Q&A
Editor's Notes
- Presenting the cookie Back to 1994- Netscape creates the “magic cookie” to maintain browser state during connection problems. Its implemented and stored without public knowledge in 1995 and becomes public in 1996 with an article from the financial times. Describing a cookie in few words; it’s a small text file (4KB) each where the server asks the corresponding browser to store the cookie on your computer or mobile device. The cookie will allow website to remember your actions and preferences overtime. With regards to numbers, the browser is able to store 3000 cookies, 50 per server. Sources: http://www.allaboutcookies.org/ http://en.wikipedia.org/wiki/HTTP_cookie
- How do we encode cookies? We will use ZARA.COM to explain how to encode a cookie. Zara is a spanish clothing and accesory global retailer, starting offering online shopping since 2010 with the use of cookies. First step to encode a cookie: Understanding the Functionality- in our example we have used firefox as our web browser. Firefox will request a web page to zara.com. Zara.com will send the browser the page requested + cookie. If brower requests another page, cookie will be send back to the server in order to record preferences and send the new requested page. Second step to encode a cookie: Currently Zara.com uses 13 types of cookies. We can classify the cookies used by theme, lifespan and domain. By theme: 1)Technical cookies: they help zara.com identify the user ID. With this cookie user can create an account, sign in and manage shopping activity. An example of this cookie: JSESSIONID. 2)Functional cookie: they help zara.com identify your preferences such as language, country, currency etc. The website will be more effective and efficient. 3) Analytics cookie: they help zara.com gain user insights, find out what works and what doesn’t and best ways to optimize website to ensure it’s always interesting and relevant for user. 4) Commercial cookie: they are third party cookies. By lifespan: Session cookie Persistent cookie By domain: First party cookie Third party cookie Third step, encoding cookie: Server sends cookie with HTTP header called set cookie. The set cookie is composed of a value and 4 optional elements. The value will be the name of the cookie. If there are multiple cookies for same request: Cookie= value1, value2 Name1=value1, name2=value2 Expire option: Indicates when the cookie should no longer be sent to the server and deleted by browser. Format with screenshot: 19 FEB 2025 17:33:58 GMT Domain option: Indicates the domain for which the cookie should be sent. With our example its domain= zara.com Path option: Indicates another option where the cookie will be sent. Path= / Secure option: There is no added value specified. By default a cookie will be sent only when request is using SSL and HTTPS protocol Example of zara.com cookies with screenshot Sources: http://www.nczonline.net/blog/2009/05/05/http-cookies-explained/ http://static.zara.net/static//pdfs/CH/privacy-policy/privacy-policy-en_CH-20131125.pdf http://en.wikipedia.org/wiki/HTTP_cookie#Setting_a_cookie
- What are the benefits of using cookies? For consumers/users 1. Improve navigation experience Example: the use of functional cookie- it will remember your preferences such as language and location. Besides user preferences, there is no storage of sensitive data. 2. Improves website functionality by delivering the right content to the user. 3. Offers a faster and easier interaction between user &website. The browsing experience is enjoyable and efficient- plus saves time. For marketers/business Great tool to gain customer insights- understand customer’s shopping behaviour Improves browsing experience- understand customer’s journey Helps advertising effectiveness- offering the right content/product/service to the right user in the right time and place. What are the drawbacks of using cookies? For consumers/users 1. Privacy concerns- where’s the limit of use of data? 2. No real choice to disable cookies- affects the functionality of website 3. Inaccuracy of data For marketers/ business Big data- understand how to analyse big data The need to obey with EU laws
- Digital agenda for Europe 2020- Driving European growth digitally The digital agenda’s main objective is to develop a digital single market in order to generate smart, sustainable and growth in Europe- Includes: 101 Actions/ 7 Pillars III Trust and security Key objectives: Reboot EU economy and enable EU citizens and business to get most out of digital. Recognition of fundamental right of protection of personal data They conducted market research in EU towards the attitude on Data Protection and electronic Identity- EUROBARAMETER 359 Key highlights- Scenario: -70% of Europeans are concerned that their personal data held by companies may be used for a purpose other than that for which it was collected. -As regards the “right to be forgotten”, a clear majority of Europeans (75%) want to delete personal information on a website whenever they decide to do so. -Only 12% of European web users feel completely safe making online transactions. -Personal data would be better protected in large companies if these companies were obliged to have a data protection officer (88%). Actions taking place: example: Action 28- Reinforcing network and information security policy In 2012: Established CERT-EU, a computer Emergency response team for the EU institutions, on a permanent basis. In 2013: Present a proposal, for a cyber security strategy of the European union In 2014: Work with European parliament and council (action 123)/ implement the EU cyber security strategy (action 124) Future considerations to keep ongoing growth in the digital era. The need to reinforce trust- we believe by launching a EU awareness campaigns throughout the year and the need to promote e-Skills for 21st century. Sources: https://ec.europa.eu/digital-agenda/sites/digital-agenda/files/report_eb_743_eid_just_jrc_en_full_report_final.pdf
- With the huge growth of internet usage for a variety of activities, online Privacy it’s gaining more and more importance As the focus of online activity migrates from desktop and laptop computers to smartphones and other mobile devices, the mechanisms for protecting your privacy continue to evolve. As discussed in the previous lecture online privacy aims to protect consumers against physical, psychological and financial harm, by imposing rules on how businesses communicate and use the data they collect from users. Terms of services present on websites generally state the policy of use. The more technology evolves, the more we assist to an important trade-off between the need and request form savvy and evolved consumers for a personalized user experience, and the necessary data collection and use by companies to develop products able to satisfy these requests. All this, often to the detriment of online privacy, since the same data is often used to build a more effective marketing communication with consumers (i.e. remarketing) Moreover, as often happens with technology and its fast innovation pace, governmental regulations tend to become quickly outdated leaving consumers on their own when trying to deal with privacy risks.
- The Privacy Policy should state what broad classes of information are being collected, for what purposes, who it may be shared with and for how long it will be retained. It is a nice to have to create a better environment online and to protect your business from lawsuits (http://www.opentracker.net/article/how-write-website-privacy-policy ) On the user side: 1. It is hard to opt out: (https://ssd.eff.org/en/module/protecting-yourself-social-networks) Sometimes could be hard to access a website without accepting the cookies because they don’t have pop ups or there is no option to reject them. 2. But you have the right to reject and delete cookies, for example with Chrome PlugIns 3. Google (http://www.stayonsearch.com/does-google-have-a-record-on-you-how-to-protect-yourself): how much they know about you? (http://www.google.com.ng/goodtoknow/online-safety/security-tools/) • position • IP address • email conversations • personal data from Wallet • personal details • preferences and interests • google+ So how to protect yourself? • sign-out when you use search and maps • set your browser to block the cookies • check Google’s privacy tools page • use two gmail accounts, one for business and personal branding, and one for personal stuff From a marketer side: Compulsory when your website: • is on WordPress or other CMS • has Google Analytics or other analytics • has flash • Google AdSense or AdWords • Shopping basket • Cookies • targeted and retargeted ads • “contact us” form • support transactions • customized user experience • log in portals • email subscription - Always include: • what cookies are • what info is collected • what is done with info • how to reject / delete / accept cookies • explain there are no harmful technical consequences or risks The most important thing to do is to follow your privacy policy and store the data in a secure way. (http://www.socialmediaexaminer.com/how-to-craft-a-privacy-policy-for-your-website/) 3. Iubenda (http://www.iubenda.com/it) or Privacy Policy Generator (http://www.freeprivacypolicy.com/) privacy policy generators but it is better to contact a lawyer or use an EU form.
- Mobiles are compact storehouses of personal data. 2. Stolen Data: They theoretically can track all movements. - the microphone and camera can be activated remotely. apps can access every phone call, email or text sent or received, as well as every site visited and every tweet tweeted. Some can even send messages under your name without your knowledge (http://www.computerworld.com/article/2487422/data-privacy/evan-schuman--what-to-include-in-your-mobile-privacy-policy.html) Examples of apps that retain your data: • Foursquare (Email, Phone Numbers no warning) • Instagram (Email, Phone Numbers, First, Last warning) • Facebook (Email, Phone Numbers, First, Last warning) Twitter for iOS (Email, Phone Numbers, warning) (http://gizmodo.com/5885321/how-iphone-apps-steal-your-contact-data-and-why-you-cant-stop-it) 3. MyPermissions app: get alerts when apps (and websites) steal your data (http://mypermissions.org/) From a marketer side: 3. TRUSTe: free mobile privacy policy generator but it is better talk with a lawyer. (https://mobile-store.truste.com/customer/free-account)
- The right to be forgotten: User: http://searchengineland.com/google-right-to-be-forgotten-form-192837 Marketer: http://www.searchenginejournal.com/google-updates-right-forgotten-notification/117714/ If you de-index the URL it’s back on SERP with that content with a rapid recovery of the previous value and position. (http://moz.com/blog/we-deindexed-followerwonk )
- TOR / VPN Our classmates already spoke about Tor and how it works, so today I’d like to show you Private Internet Access, which is a VPN service. VPN stands for Virtual Private Network, which essentially is a network of computers who filter your traffic in order to make you anonymous. VPN can be used to encrypts your connection with an anonymous IP, to protect your privacy. Your traffic is encrypted and passes through This is beneficial if you want to access content which has been restricted by government censorship (i.e. Facebook and part of google in China), geographic censorship or simply to have a more secure ocnnection when using internet in public places (i.e. Starbucks, Airports etc.). This prevents your ISP (when you are at home) or Starbucks to log your traffic data and know what you do online The peculiarity of PIA is that they don’t log any traffic data form you, making it one of the most secure. BLUR ABP + PRIVACY BADGER