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1. Retargeting & Privacy: 5 tips
to stay out of (legal) trouble
November 12th 2013
Aurélie Pols
Something (Digital) Analytics Europe
Chief Visionary Officer & Founder
@aureliepols
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

2. Good morning Brno!
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

3. The confessions of a European analyst
 Grew up in the Netherlands, Dutch passport
 French mother tongue
 Most of my friends of bilingual at least!
 Have Polish & Russian origins
 Set-up my first start-up in Belgium in 2003
 Sold it to a UK agency, Digitas LBi (Publicis), in 2008
 Moved to Spain in 2009
 Created Mind Your Group - Putting Your Data to Work
 sister company Mind Your Privacy - Data consultancy with a bunch of lawyers
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

4. Bridging Analytics & Data Protection in Europe
 European Convention of Human Rights, Article 8: Privacy is a fundamental right
you don’t have to agree ;-)
 Spain = 80% of EU Data Protection fines; strict data protection legislation, breach
notification & security protocols best practices
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

5. DPA in the Czech Republic
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

6. Datenschutz, Protección de datos, Protection des données
From Fines
to
Trust &
Creepiness
=> customer
centricity
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

7. Expectations: no legislation, promised!
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

8. This is about keeping your job
http://blog.kevinmaxwell.co.uk/2012/11/guess-what-youre-fired/
Source: http://toogoodtogodown.wordpress.com/2012/04/30/yourefired-which-grimsby-town-players-will-be-offered-new-deals-and-whichwill-be-released/
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

9. Retargeting: ¿qué?
On site events vs. Off-site events
On site:
- 2. Site behavior
- 3. SEO/SEM => Scent
- 4. Email
Off site
- 1. Search
- 7. Social sharing
- 6. Content interaction
- 5. Contextual
Source: http://searchengineland.com/figz/wpcontent/seloads/2012/10/7_types_of_retargeting_small1.png
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

10. You: data controller, ok?
Tip #1
Review your Privacy
policy, cookie policy
This is about risk and
hedging against it
Source: http://ec.europa.eu/justice/dataprotection/datacollection/obligations/index_en.htm
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

11. Tools & consultancies: data processors
Tip #2
It’s beyond my control
Review those bloody
contracts!
a.They are not written in
stone
b.Sign NDAs
c.Close useless
accesses
Source: http://affairadvice.files.wordpress.com/2012/12/988dls_john_malkovich_002.jpg
@aureliepols
© Mind Your Privacy S.L. Confidential 2013
This is about risk and
hedging against it,
again!

12. Human error causes most data breaches
Source:
http://www.cooldail
yinfographics.com/p
ost/data-andsecurity-breaches
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

13. The evolution of Breach notification
http://www.informationisb
eautiful.net/visualizations/
worlds-biggest-databreaches-hacks/
@aureliepols
@aureliepols © Mind Your Privacy S.L. Confidential 2013

14. Audits & alerts
Tip #3
If you really, really want
to use certain tools,
keep up to date
a.Engage into a Privacy
Impact Assessment
(PIA) at least every 2
years
b.Get alerts about tools
listed in ClassActions
&/or university papers
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

15. Tip #4: Think about consent
PURPOSE:
What are you using the data for?
CONSENT:
Reasonable expectation of the use of
data => Transparency
Trust => Social Media reputation
(See also Breach notification for Crisis Management)
Creepy => Ethics boundary
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

16. Analytics is about the €/$/£, Privacy is about data flows
Tip #5
Know where your data is
going
Data is:
a.Transferable at
infinitum
b.Without decay
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

17. If data is the new oil, is Privacy the new Green?
Comparing Facebook’s Privacy policy
Source: http://mattmckeon.com/facebook-privacy/
@aureliepols
@aureliepols © Mind Your Privacy S.L. Confidential 2013

18. What’s in a word? DATA LIFECYCLE
Source:
https://vividcortex.com/blog/2013/10/30/slides-from-making-big-data-small-at-strata
@aureliepols
© Mind Your Privacy S.L. Confidential 2013
Source:
http://www.simpletraining.com/lifecycle-data-manage

19. Always ask yourself these 3 questions & keep your job
 What data am I collecting?
- PII vs. non-PII
- Persönlich ↔ Pseudonym ↔ Anonym
 Who has access to this data?
- Both persons & tools
 Where is the data stored?
- SafeHarbor vs. Binding Corporate
Rules
@aureliepols
@aureliepols © Mind Your Privacy S.L. Confidential 2013

20. Source:
http://www.fanpo
p.com/clubs/thegoodwife/images/25049
423/title/goodwife-special-aliciaseason-3-photo
@aureliepols
© Mind Your Privacy S.L. Confidential 2013

21. Thank you for your time!
Aurélie Pols
Something (Digital) Analytics Europe
Chief Visionary Officer & Founder
@aureliepols – www.mindyourprivacy.com/uk/
@aureliepols
© Mind Your Privacy S.L. Confidential 2013