Behavioural targeting vs.  Privacy
Wie ben ik? <ul><li>http://pascal.vanhecke.info/ </li></ul><ul><li>http://weblog.vanhecke.info/ </li></ul><ul><li>http://t...
 
 
 
<ul><li>“ identificeert doelgroepen waarvan interesse in een bepaald product, merk of dienst wordt herkend o.b.v. vertoond...
Soorten? <ul><li>Site-based </li></ul><ul><li>ISP-based </li></ul><ul><li>Ad network </li></ul>
Site-based?
Site-based Echter... Wat met 1 eigenaar – multiple sites? (Nugg.ad, Wunderloop...)
ISP-based
ISP-based
ISP-based
Ad networks <ul><li>Web bug </li></ul><ul><li>Players: </li></ul><ul><ul><li>Google, Microsoft, Yahoo... </li></ul></ul><u...
 
 
Privacy: wat?
“ The right to be left alone”
In de wet? <ul><li>Territoriale privacy </li></ul><ul><li>Privacy van je communicatie </li></ul><ul><li>Informationele pri...
Informationele privacy <ul><li>“ Data Protection” </li></ul><ul><li>Richtlijn (“Directive”) 95/46 EC </li></ul><ul><li>Wet...
 
 
Principes (waarover gaat het) <ul><li>'personal data' shall mean any information relating to an identified or identifiable...
Principes (wettelijke grond) <ul><li>toestemming </li></ul><ul><li>uitvoering van contract, wettelijke verplichting, vital...
Plichten: Controller must provide <ul><li>identity </li></ul><ul><li>purposes </li></ul><ul><li>notify if obtained elsewhe...
Rechten individu (“data subject”) <ul><li>whether or not data relating to him are being processed  </li></ul><ul><li>purpo...
Principes (data) <ul><li>collected for specified, explicit and legitimate purposes and not further processed in a way inco...
Behavioural targeting vs.  Privacy
 
Behavioural targeting: risico's <ul><li>Sentiment: creepiness </li></ul><ul><li>Client side: shared computers, over schoud...
Behavioural targeting: rechtsgrond <ul><li>Toestemming  of  Gerechtvaardigd belang? </li></ul><ul><li>Vertaalt zich in de ...
 
 
 
 
Behavioural targeting: informatieplicht, recht op verwijdering/correctie
 
Behavioural targeting:  “gevoelige gegevens”
 
Een voorsmaakje van de discussie: e-Privacy richtlijn
 
 
 
 
 
Conclusie...
 
Dank!
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Behavioural Targeting vs Privacy (presentation mostly in Dutch)

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Presentation given (in Dutch) at Barcamp Antwerp, March 6 2010.

Storyline:
- explanation of (types of) behavioural targeting
- some background on (EU) privacy legislation
- discussion of legal/privacy issues with behavioural targeting

Two slides with quotes of the Dutch text of the e-privacy directive are fragments/screenshots of 2 slides of a presentation given by Bart van Aarnhem (twobirds.com) at a meeting of www.ecp.nl Februari 17th in The Hague.

Some web pages I took screenshots of:
http://www.google.com/ads/preferences/
http://www.networkadvertising.org/managing/opt_out.asp
http://blog.futtta.be/2010/01/22/add-to-any-removed-from-here/
http://www.privacywidget.com/
http://www.out-law.com//default.aspx?page=10550
http://www.wired.com/epicenter/2009/08/you-deleted-your-cookies-think-again/
http://googlesystem.blogspot.com/2009/03/behavioral-targeting-in-google-adsense.html
http://bits.blogs.nytimes.com/2008/12/17/your-privacy-is-protected-only-if-you-are-really-sick/
http://www.nytimes.com/2006/08/09/technology/09aol.html

More links at http://delicious.com/pascalvanhecke/behaviouraltargeting

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Behavioural Targeting vs Privacy (presentation mostly in Dutch)

  1. Behavioural targeting vs. Privacy
  2. Wie ben ik? <ul><li>http://pascal.vanhecke.info/ </li></ul><ul><li>http://weblog.vanhecke.info/ </li></ul><ul><li>http://twitter.com/pascalvanhecke </li></ul><ul><li>http://twitter.com/vanheckeinfo </li></ul><ul><li>http://www.linkedin.com/in/pascalvanhecke </li></ul>
  3.  
  4.  
  5.  
  6. <ul><li>“ identificeert doelgroepen waarvan interesse in een bepaald product, merk of dienst wordt herkend o.b.v. vertoond gedrag online” </li></ul>Behavioural targeting: wat?
  7. Soorten? <ul><li>Site-based </li></ul><ul><li>ISP-based </li></ul><ul><li>Ad network </li></ul>
  8. Site-based?
  9. Site-based Echter... Wat met 1 eigenaar – multiple sites? (Nugg.ad, Wunderloop...)
  10. ISP-based
  11. ISP-based
  12. ISP-based
  13. Ad networks <ul><li>Web bug </li></ul><ul><li>Players: </li></ul><ul><ul><li>Google, Microsoft, Yahoo... </li></ul></ul><ul><ul><li>Some 30 (US-based) smaller players </li></ul></ul>
  14.  
  15.  
  16. Privacy: wat?
  17. “ The right to be left alone”
  18. In de wet? <ul><li>Territoriale privacy </li></ul><ul><li>Privacy van je communicatie </li></ul><ul><li>Informationele privacy </li></ul>
  19. Informationele privacy <ul><li>“ Data Protection” </li></ul><ul><li>Richtlijn (“Directive”) 95/46 EC </li></ul><ul><li>Wet op de Privacy (BE),1992/1999 </li></ul><ul><li>Wet Bescherming persoonsgegevens (NL), 2000 </li></ul>
  20.  
  21.  
  22. Principes (waarover gaat het) <ul><li>'personal data' shall mean any information relating to an identified or identifiable natural person </li></ul><ul><li>This Directive shall apply to the processing of personal data wholly or partly by automatic means </li></ul><ul><li>shall not apply to the processing of personal data ... in the course of a purely personal or household activity </li></ul>
  23. Principes (wettelijke grond) <ul><li>toestemming </li></ul><ul><li>uitvoering van contract, wettelijke verplichting, vital interests </li></ul><ul><li>necessary for the purposes of the legitimate interests pursued by the controller </li></ul><ul><li>journalistic purposes or the purpose of artistic or literary expression </li></ul>
  24. Plichten: Controller must provide <ul><li>identity </li></ul><ul><li>purposes </li></ul><ul><li>notify if obtained elsewhere </li></ul>
  25. Rechten individu (“data subject”) <ul><li>whether or not data relating to him are being processed </li></ul><ul><li>purposes </li></ul><ul><li>what data (“in intelligible form”) </li></ul><ul><li>rectification </li></ul><ul><li>deletion </li></ul>
  26. Principes (data) <ul><li>collected for specified, explicit and legitimate purposes and not further processed in a way incompatible with those purposes. </li></ul><ul><li>adequate, relevant and not excessive </li></ul><ul><li>accurate </li></ul>
  27. Behavioural targeting vs. Privacy
  28.  
  29. Behavioural targeting: risico's <ul><li>Sentiment: creepiness </li></ul><ul><li>Client side: shared computers, over schouder meekijken </li></ul><ul><li>Ge/Misbruik voor andere doeleinden </li></ul><ul><ul><li>(law enforcement) </li></ul></ul><ul><li>Informatie-ongelijkheid: </li></ul><ul><ul><li>“ gepersonaliseerd” aanbod </li></ul></ul><ul><ul><li>Price differentiation </li></ul></ul>
  30. Behavioural targeting: rechtsgrond <ul><li>Toestemming of Gerechtvaardigd belang? </li></ul><ul><li>Vertaalt zich in de discussie naar: </li></ul><ul><ul><li>Opt-in (toestemming is belangrijk, moet expliciet zijn) </li></ul></ul><ul><ul><li>Opt-out: belang van de website eigenaar/ad network belangrijker dan privacy belang </li></ul></ul>
  31.  
  32.  
  33.  
  34.  
  35. Behavioural targeting: informatieplicht, recht op verwijdering/correctie
  36.  
  37. Behavioural targeting: “gevoelige gegevens”
  38.  
  39. Een voorsmaakje van de discussie: e-Privacy richtlijn
  40.  
  41.  
  42.  
  43.  
  44.  
  45. Conclusie...
  46.  
  47. Dank!

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