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Consumer Data Privacy Technology:                     What’s next in 2012                            Kevin Trilli         ...
Welcome to TRUSTes Breakfast           Just like coffee and donuts, what goes better                       with OBA than p...
What’s new at TRUSTe?                      • Converted to private company in 2008;                        Recently closed ...
From the year of the Icon to….CONFIDENTIAL                          4
DNT Moving Forward in W3C                               http://www.w3.org/2000/09/dbwg/details?group=49311&public=1CONFIDE...
DNT for DummiesCONFIDENTIAL           6
Under the HoodCONFIDENTIAL          7
What can you do with the header?TRUSTe Resource: DNT and Icon Integrationhttp://www.truste.com/developer/?p=91CONFIDENTIAL...
Mobile: Permission RequiredCONFIDENTIAL                       9
Usage by children increasing concernsFeb 2012 FTC Report (http://www.ftc.gov/os/2012/02/120216mobile_apps_kids.pdf)CONFIDE...
Technical Landscape is ChangingCONFIDENTIAL                           11
Platforms Play a key roleCONFIDENTIAL                     12
Issues for Targeted Advertising   • Cross-App Tracking Identifier supported by User Preferences   • Transparency (without ...
Apps require new form factor for privacy     disclosureCONFIDENTIAL                                    14
TRUSTe Mobile Resources   • Mobile Targeting: How it works and why it’s different        – http://www.truste.com/developer...
The new Consent Model in the EU       <name> <address> <referring URL> < phone number> <page       views> <email> <zip cod...
8 EU member countries have enacted the 2009     directive                 Have enacted a law   Covered by existing law    ...
Opt-in SolutionCONFIDENTIAL           18
Opt-in Solution               TRUSTe Resource:               http://www.truste.com/blog/2012/01/25/the-need-for-a-flexible...
Privacy Technology Resources                         • Technology Blog                           – http://www.truste.com/d...
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0830 omma data sponsored breakfast trus te

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0830 omma data sponsored breakfast trus te

  1. 1. Consumer Data Privacy Technology: What’s next in 2012 Kevin Trilli VP Product TRUSTeCONFIDENTIAL 1
  2. 2. Welcome to TRUSTes Breakfast Just like coffee and donuts, what goes better with OBA than privacy?CONFIDENTIAL 2
  3. 3. What’s new at TRUSTe? • Converted to private company in 2008; Recently closed Series C $15M • 115+ employees: 40+ engineers and product • New San Francisco HQ and global organization Websites Advertising Mobile apps CloudCONFIDENTIAL 3
  4. 4. From the year of the Icon to….CONFIDENTIAL 4
  5. 5. DNT Moving Forward in W3C http://www.w3.org/2000/09/dbwg/details?group=49311&public=1CONFIDENTIAL 5
  6. 6. DNT for DummiesCONFIDENTIAL 6
  7. 7. Under the HoodCONFIDENTIAL 7
  8. 8. What can you do with the header?TRUSTe Resource: DNT and Icon Integrationhttp://www.truste.com/developer/?p=91CONFIDENTIAL 8
  9. 9. Mobile: Permission RequiredCONFIDENTIAL 9
  10. 10. Usage by children increasing concernsFeb 2012 FTC Report (http://www.ftc.gov/os/2012/02/120216mobile_apps_kids.pdf)CONFIDENTIAL 10
  11. 11. Technical Landscape is ChangingCONFIDENTIAL 11
  12. 12. Platforms Play a key roleCONFIDENTIAL 12
  13. 13. Issues for Targeted Advertising • Cross-App Tracking Identifier supported by User Preferences • Transparency (without reading glasses?) On first use In-ad In-app (best practice)CONFIDENTIAL 13
  14. 14. Apps require new form factor for privacy disclosureCONFIDENTIAL 14
  15. 15. TRUSTe Mobile Resources • Mobile Targeting: How it works and why it’s different – http://www.truste.com/developer/?=86 • Privacy Issues in Mobile – http://www.truste.com/developer/?=96CONFIDENTIAL 15
  16. 16. The new Consent Model in the EU <name> <address> <referring URL> < phone number> <page views> <email> <zip code> <birth date> <IP address> <income bracket> <race> <shopping cart activity> <gender> <clickstream data> <VIN numbers> <social security numbers> <call history> <emailIf: open rate> <credit card number> <birthplace> <criminalYou use cookies or other history> <social record> <employment tracking technology to store connections> <job position> <city of residence> <debit car or access information from number> <bank account number> <message history> <credit score> <relationshipEU citizens on their history> <purchasing behavior> <purchasing history> <operating or devices < browser version> computers system> <mobile OS> <GPS location>, <political affiliation> <donation Then: record> <social networking accounts> <Facebook ID> marital status> <sexual preference> comply and get You must <offline purchasing history> <personal interests> <phone ID> <name> <address> <referring permission before they are URL> < phone number> <page views> <email> <zip code> placed or used <referring URL> < phone number> <page views> <email>CONFIDENTIAL 16
  17. 17. 8 EU member countries have enacted the 2009 directive Have enacted a law Covered by existing law Denmark Germany Estonia Finland UK France Malta Ireland Sweden 18 other EU member countries on the old model…CONFIDENTIAL 17
  18. 18. Opt-in SolutionCONFIDENTIAL 18
  19. 19. Opt-in Solution TRUSTe Resource: http://www.truste.com/blog/2012/01/25/the-need-for-a-flexible-compliance-strategy-in- europe/CONFIDENTIAL 19
  20. 20. Privacy Technology Resources • Technology Blog – http://www.truste.com/developer/ • TRUSTe Blog – http://www.truste.com/blog/ • W3C DNT Tracking Protection Group Kevin Trilli – http://www.w3.org/2011/tracking-protection/ VP Product • EU Article 29 Working Party Opinion Kevin@truste.com – http://ec.europa.eu/justice/policies/privacy/docs/wpdo cs/2010/wp171_en.pdf @squawkt22 • UK ICO – http://www.ico.gov.uk/for_organisations/privacy_and_ electronic_communications/the_guide/cookies.aspxCONFIDENTIAL 20

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