Personal Data & Identity Meeting of the Waters

www.identitypraxis.com
@privacyshaman
Identity Praxis, Inc ©2021 Proprietary
Connection • Communication • Commerce
What the convergence of the
organizational-centric and people-
centric approaches of personal data and
identity means to you, your business,
and your community
Michael J. Becker
michael@identitypraxis.com
Personal Data &
Identity Meeting
of the Waters

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Image: Derived from Khail Yamoun, .tsunamiblu.com/

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The Right to Privacy 1890

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The Rise of The Personal Information Economy
Wave 1: Vision: 1890~1990
+ Info intermediary
concept
Wave 2: Academic
/Theoretical: 1990~2010
Wave 3: Technology &
Regulations
2010~2020
Personal data [identity]
the new asset class
Wave 4: Personal Data and
Identity The Meeting of Waters
2020 ~ ?
Internet 0.0
Internet 1.0
”Information Age” Internet 2.0
“Platform/API Age” Internet 3.0
“Tokenization Age”

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The Awakening
We are phygital beings
We are connected

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Conception &
Birth
Play Education Work Trans-portation Health Money Tax Sex Religion Death

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Image: Gerd Altmann from Pixabay Source: (Reinsel et al., 2017)

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People Are Concerned
(and justifiably so)
MEF Global Trust Study 2021

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Hackers
Spammers
Leakers
Unknowns

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“By 2030 society will no longer tolerate a business model that
relies on mass transactions of increasingly sensitive personal
data: a quite different system will be in place.” WPP, 2021
You Should Be Concerned Too!

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The Signs are Already Here
Apple deprecates IDFA
(Facebook alone est. to lose
$10 billion, (Ikeda, 2022))
Apple iOS 14 update
Apple iOS 15 update
People-centric regulations (65% of
the world’s population covered by
2023; 27 bills in the U.S.)
(Gartner, 2021; Rahnama, 2022)
Connected Individual Dis-trust
(MEF, 2016, 2017, 2018, 2019, 2020, 2021)
“The Cookie” is in hospice
Google’s AAID on its way out too
(Graham, 2021)
Competition: 100s of people-centric models emerging
(MyData, 2022)
Privacy-preserving technology adoption on the rise
(MEF, 2019, 2020, 2021)
Est. $10.5 Trillion annual
losses to Cybercrime in 2025
(Morgan, 2020)
Apple blocking trackers in email
(May 2022)

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MISR image of the Central Amazon
The Meeting of the Waters

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MEETING OF THE WATERS

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Organizational-Centric
Approach
Who Owns the Customer Data? (MEF,
2021)

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Organizational-Centric Approach
Value Creation
Marketing
Customer Experience
Operational Efficiency
Fraud Detection
Characterized By:
Data
(personal data)
is an Enterprise Asset or
Social Engineering Tool

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People-Centric
Approach
Organizational-Centric
Approach

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People-Centric Approach
Agency & Autonomy
Self-determination
Dignity
Inclusion
Personal and Community Insights
Happiness
(value creation)
Characterized By:
Data
(personal data)
is a Human Right; an Individual
and Social Commons Asset

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Image Credit: Lauren Becker, 2022
The Undercurrents

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Technology
Example: The literature ascribes to both PIMS and the trust intermediaries a variety
and forms and names: memex machine (Bush, 1945), ombudsman (Ware, 1973),
infomediaries (Hagel & Rayport, 1997; Hagel & Singer, 1999), information
exchange marketplace (Laudon, 1997), customer managed
interactions (Watson, 2004, 2003), vendor relationship management
tools (Vizard & Searls, 2006; VRM, 2008), lifebits (Gemmell et al., 2006), virtual
individual servers (Cáceres et al., 2009), personal data stores (Dataswift (2022);
Mun et al. (2010); Unlocking the Value of Personal Data (2013); Montjoye, 2014z),
customer managed profiling system (Reppel & Szmigin, 2010), midata (Davey,
2011), life management platforms (Kuppinger, 2012), self-sovergeign identity
(Lofretto, 2012), personal information management services (Ctrl-Shift, 2014),
my data store (Vescovi et al., 2014), personal information management
systems (Abiteboul et al., 2015), databox (Crabtree et al., 2016), information
fiduciaries (Balkin, 2016), privacy-preserving technologies (Moiso et al., 2012;
Montjoye et al., 2014; Mun et al., 2010; Perentis et al., 2017), mediators of
individual data mid (Lanier & Weyl, 2018), information banks (Hemmi, 2019;
Japan, 2018), data trusts (Hardinges, 2018), personal data co-operatives (Hafen,
2019), providers of personal data spaces (Commission, 2020), data
custodian (CDEI, 2021), data exchange (CDEI, 2021), digital wallet (Lemoie,
2021), digital personal data stores (Mariani et al., 2021), authentic data economy
(Huseby, 2021), data stewards (Flanagan, 2022), digital fiduciary (Flanagan,
2022), data collaborative (Flanagan, 2022), data commons (Flanagan, 2022), data
cooperative (Flanagan, 2022), public data intermediaries (Flanagan, 2022),
private for-profit data intermediaries (Flanagan, 2022), non-profit data
intermediaries (Flanagan, 2022), pod (Solid, 2018), data passport (Dataswift,
2022).

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Image Credit: Lauren Becker, 2022
Economic
Market Size Estimate
The Global Advertising and Marketing Market $763.2 billion in 2021, $1,049.95 billion in 2026 (Group M, 2021).
U.S. Data Broker Market USD $230 billion in 2021, $400 billion annually in 2025.
Cybercrime Damages and Harm Globally, $6 trillion in 2021 $10.5 trillion by 2025 (Morgan, 2020; Stack, 2017).
Identity Management Market USD $100 billion 2021, USD $220 billion by 2025 (Hickman, 2021).
Reusable Identity Market
$26 billion in 2021 and $226.5 billion by 2026 (Juniper Research, 2022; Liminal Team,
2022).
Location Intelligence Market
USD $10.6 billion in 2019, over $25.2 billion by 2027 (Research, 2020); App developers
can make anywhere from $12,000 to $1 million a year to send their users’ location
data (Sullberg, 2022).
Contribution to Country GDP
1 percent–13 percent by 2030; 2 percent of GPD cost saving can be realized (Ctrl-Shift,
2018; Estonia, 2022; Hyperion, 2018; White et al., 2019).
Consent and Preferences Management Market $318.3 million in 2020, $2.3 billion by 2030 (Allied Market Research, 2021).
The Value of Personal Data
An individuals’ digital footprint, worth $20,000/year (Lanier, 2019); just one capital
asset, the connected car, produces an estimated $40,000 worth of data (Ellis, 2017).
The Value of a Single Data Point- The Credit Score
The global credit rating market reached $0.42 billion in 2020 , and it is expected to reach
$19.2 billion by 2030 (Research, 2021).
Protection Tools Market
$20 in 2022 to $40+ billion by 2032 (Fact MR, 2022; Password Management Market Size
Worth $2.05 Billion By 2025, 2018; Research and Markets ltd, 2022).
Enterprise Revenue and Wealth Generation
The GAFM companies alone—Google, Apple, Facebook, Amazon, and Microsoft—
generate $3.5 trillion dollars of value annually from personal data and identity (Lueth,
2020; Reinsel, 2019; Shapiro, July/August 2019; Statista, 2020;Unlocking
the Value of Personal Data, 2013).
Table 1: Estimating the Size of the Aggregate Personal Data Market (a.k.a. The Personal Data Economy)

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A World of “Ands” NOT “Ors”
Personal Data & Identity
Locus of Control Framework

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Culture, e.g., Privacy
Grasping the notion of privacy can be difficult. Privacy is deeply rooted in Western cultures and
law. Early philosophers, like Aristotle, John Lock, and Stuart Mills suggested that privacy provided
a separation between people’s public and private lives (Yao, 2006). More modern views of privacy
conceptualize privacy through one of three lens: law (rights, rules, and harms), objective reality,
and subjective reality (a.k.a., one’s perceptions) (Calo, 2010; Citron & Solove, 2021; Solove,
2006; Yao, 2006). Warren & Brandeis (1890) defined the “right to privacy” in 1890; it was the first
time in the U.S. was legally recognized. Brandies (1928) later refined the concept by stating that
“the right to be let alone is the most comprehensive of rights and the right most valued by civilized
men” (Brandeis, 1928). Westin (1967), recognized as the founder of modern privacy law, defines
privacy as “the claim of individuals, groups, or institutions to determine for themselves when, how,
and to what extent information about them is communicated to others” (p. 5). Altman (1975),
building off of Westin, defined privacy as an individual’s interpersonal-boundary control process, a
process that would give them “selective control of access to the self or to one’s group”
(p. 18). Burgoon (1982) introduced four dimensions of privacy: physical, social, psychological, and
informational. Later, Petronio (1991) theorized that people establish a malleable and contextual
set of disclosure rules for their private information. One drawback for most if not all these
definitions of privacy is that the lack of a universal definition of personal information, one that is
rooted outside any given context, like the law.

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Culture, e.g., Trust
People-centric approaches will systematize trust through technology.

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We have a choice.

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The Identity Nexus
In the vein of Oliver E. Williamson and
transactional cost theory…
whoever solves The Identity Nexus
equation formula may very well win a
Nobel Prize!

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Find and Set Your ”Connectivity Keystone”
Develop Your “Connectivity Keystone Strategy”
Rented
Audiences
Owned
Audiences
Connection
Communication
Commerce
Consistency
DMP SSP
RTB
Programmatic
Digital
Shelves
Connectivity
Keystone
Email
SMS
Social
Push
OTT
Packaging
OHM
Print OTT

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Develop Your “Connectivity Keystone Strategy”
Rented
Audiences
Owned
Audiences
Connection
Communication
Commerce
Consistency
DMP SSP
RTB
Programmatic
Digital
Shelves
Connectivity
Keystone
Email
SMS
Social
Push
OTT
Packaging
OHM
Print OTT
X
Verified
Individuals

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Businesses New Metric: NVC
Number of Verifiable Connections (NVC): The number of
people-centric direct connections maintained between
individuals and an organization.
Data Strings
Data Passports

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CHARLES DARWIN
It is not the strongest of the
species that survives, nor the
most intelligent, but the one
most responsive to change.
CHARLES DARWIN

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Your business will be shaped by your ability
to serve the connected individual, on the
individual’s terms.
Your career will be shaped by your ability
to adapt, learn & re-learn.

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Register to Receive
A Signed Complimentary
PDF COPY
Release Date: June/July 2022

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We’re just
getting
started!!!
Michael Becker
Identity Praxis, Inc.
i84cdvzo@pocketgeekid.com
+1-408.242.5733
www.linkedin.com/in/privacyshaman

Personal Data & Identity Meeting of the Waters

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