Strata Conference New York September 23, 2011 http://strataconf.com/stratany2011/public/schedule/detail/21484 http://youtu.be/PKUI9iz0l9g The first generation of chief privacy officers were typically attorneys, charged with the formulation and enforcement of privacy policies. Times have changed. Given the speed and complexity of technology, the privacy policy is necessary but hardly sufficient. Because we live much of our lives in public, both online and offline, the Internet is transforming the anonymity of our cities into the familiarity of small towns. Privacy is deeply ingrained within the technology that manages this personal data. The products and services driving this transformation must consider privacy from the earliest design sessions. Today’s engineer CPO, and I’m one, must deeply involve themselves with the technology and product design process to bake-in privacy. This new breed of CPO is comfortable in an engineering scrum, product focus group, reviewing pending regulations, or analyzing A/B test results. They have the historical awareness, frontier spirit, regulatory caution, technical chops, and innovator’s curiosity to work through the toughest data issues. The promise of the engineer CPO is that products, not only safeguard privacy, but compete on it.

1. Austin Alleman@allemanau The Accidental Chief Privacy Officer Jim AdlerChief Privacy Officer & General Manager, Data SystemsIntelius twitter: @jim_adlerhttp://jimadler.me Strata Conference, New YorkSeptember 2011

2. Direct-to-consumer provider of public information about people and businesses. Discover each other to make better decisions and empower yourself to take control of your reputation. comScore top 100 site, 11M unique, paying customers. About INTELIUS

3. Billions of Records 300 Million People The “Big Data” People Search Problem 213 records mapped to the correct 37 Jim Adlers Randolph Hutchins 5 People Philip Collins 375 People Jim Adler 213 Records37 People Jim Adler McKinney, TX Age 57 Gwen Fleming 2 People Jim Adler Houston, TX Age 68 Carol Brooks 9800 Records 1250 People Jim Adler Hastings, NE Age 32 Jim Adler Canaan, NH Age 59 Jim Adler Redmond, WA Age 48 Jim Adler Denver, CO Age 48

4. “Dennis Rodman” Profile

5. Intelligence I am not an Attorney Geek Dweeb Nerd SocialIneptitude Obsession Dork

7. Mark Zuckerberg Real Names Richard Feynman Physics Norio Ohga Sony President 74 min CD Jeff Jonas Big Data Privacy by Design Steve Jobs ‘nuff said Eclectic Innovators

8. Agenda Innocence Frontier Regulation Innovation Austin Alleman@allemanau

9. Frontier

10. The surface web is small… 167 Terabytes

11. Compared to the deep web… 91,000 Terabytes

12. ~20Exabytes (20B GB) Data from dawn of civilization through 2002 Data from April 2011

13. Reconnecting out-of-touch family members Online shoppers verifying online sellers Caller ID of harassing phone calls Law enforcement Banking Services Adopted kids seeking their biological parents Learning about a business Airlines trying to return lost luggage Networkers seeking business opportunities Social networkers looking to expand their friends list Professionals learning about colleagues at conferences Social workers who need to know more about their clients Singles curious about the people they meet Lawyers needing quick access to court records Find owner of dog’s relative for transplant Genealogists cultivating their family tree Investigative journalists running down leads Checking out a prospective tenant Research Sales professionals looking for new prospects Non-profit organizations looking for supporters Alumni groups arranging reunions Parents ensuring who their kids safety Anyone retrieving court records Businesses that need to update contact information on customers Checking out a prospective date Finding people that have the same illness as you Sharing Those in legally entangled looking for court records Anyone who need address histories for passports Fiancés and their curious family members Anyone curious about who's emailing or calling them Checking out a prospective social network connection Finding long-lost friends, military buddies, roommates, or classmates Researching a prospective employee Regulated For lots of reasons… (some regulated)

14. Providing major benefits… 51% “major benefit” is ease and convenience 41% “major benefit” is portability 39% “major benefit is sharing Use of Cloud Computing Applications and Services, Pew 2008

15. But real concerns… 90% “very concerned” if data sold 80% “very concerned” if photos used for marketing 68% “very concerned” if data used to serve them ads Use of Cloud Computing Applications and Services, Pew 2008

16. A Prescient Venn Diagram?

17. Innocence

18. When towns were small …

19. “The only thing worse than being talked about, is not being talked about.”− Oscar Wilde Density↓ ->Anonymity↓ ->Privacy Expectation↓

20. “Good Fences Make Good Neighbors” - Mending Wall, Robert Frost Density↑ ->Anonymity↑ ->Privacy Expectation↑

21. “In times of rapid change, experience could be your worst enemy.” − J. Paul Getty #@?$!! “Privacy Vertigo” Density↓ ->Anonymity↓ ->Privacy Expectation↓

22. What’s in a Nym? Source: Intelius

23. Regulation

24. So, how do we think about public and private now?

25. Public speaking is publicly public

26. Voting is a privately public

27. And some things are publicly private

28. Your home is clearly private

29. And the Constitution protects your privacy from government …

30. But no Constitutional protections between citizens

31. It would be nice … to use familiar framework

32. Cloud banking clearly private

33. Tweeting is (mostly) public

34. Cloud dating is public confidential

35. FIPPs “Privacy by Design” Consent unnecessary for commonly accepted practices Increased transparency Federal Trade Commission Guidance

36. Confusion Matrix Predicted Actual

37. “Policy” Confusion Matrix Regulations Violations

38. Innovation

39. Compliance “Evolved” Raw Materials CPO Product Development Marketing Quality Acceptance Release Compliance

40. Hilary Mason’s Maxim Math + Code = Awesome Quants Making a killing on Wall Street but still can’t impress the chicks Weakonomics.com

41. Corollary to Mason’s Maxim Values * (Math + Code) = Awesome

42. First Social Network: The Dinner Table We eat. We share.

43. A Pescatarian Digression

44. ~10,000 GCal ~20Exabytes (20B GB) Data in April 2011 Food in April 2011

45. Food Policy Leads Privacy Policy Peanut Butter Hearings Pure FoodAct Labeling Reform FTC Est. CivilRights “SnakeOil” GMO Social MediaAdoption “RobberBarons” Packaged Foods FCRA

46. “Give Peas a Chance” Monsanto’s Corn Mendel’s Peas ? =

47. “Give me the bad news first, Doc” = “CDC reports investigations of outbreaks” “46 states & DC require notification of a databreach. National legislation upcoming.”

48. Opaque Transparency Does Not Inform

49. Transparency Allows Data Driven Decisions

50. = YOU % % % % % %

51. Control comes from Awareness TrueRep.com Awareness and control of your public profile Privacy controls Reputation management Stay tuned …

53. Innovation is a team sport Drive confluence of influencewithin your org Be the happy warrior Find clarity within confusion Reports of privacy’s death have been greatly exaggerated …

54. Questions? Jim AdlerChief Privacy Officer & General Manager, Data SystemsIntelius twitter: @jim_adlerhttp://jimadler.me Strata Conference, New YorkSeptember 2011