Consumers’ appetite for mobile has become insatiable; whether it’s smartphones, tablets, wearable tech or connected automobiles, mobile is the fastest growing platform we've ever experienced. These devices are inherently social, yet extremely personal; serving almost as an extension of who we are as individuals. They have given marketers the ability to get closer to their consumers than ever before, but with great power comes great responsibility. During MLA & Celtra’s Morning of Mobile Privacy, presenters Jules Polonetsky, Jaka Jancar and Alan Chapell shared thoughts on avoiding privacy pitfalls in mobile to garner consumer trust and building digital audiences in a cookieless world. Download the presented slides and feel free to contact the MLA directly with any questions you may have about mobile privacy.

1. WELCOME
TO
A
MORNING OF MOBILE PRIVACY

2. Restoring the Faith
PRESENTED BY:
Jules Polonetsky
Executive Director & Co-Chair
The Future of Privacy Forum

3. Houston…we have a problem

4. Not Just the Media –
It’s Become a National Joke

6. We Don’t Learn From Our Mistakes

7. How Has Industry Responded?

8. Regulators Respond
Sen. Rockefeller legislation to set mandatory
Do Not Track Rules
 New FTC COPPA rules
 EU Cookie Directive
 And states get into the privacy game…


9. Platforms/Browsers Respond
Cookie Blocking
 iOS 7 MAC address changes
 Do Not Track settings
 Remember IE tracking Protection Lists?


10. Ecosystem Reactions


Pop up problem
50% click through rate so must be working!

11. Over thirty years, consumers
have consistently fit into 3
groups:



17% privacy fundamentalists
56% pragmatic majority
27% marginally concerned
- Westin Surveys

12. Consumers Are Complicated
“We’ve found that individuals assign
radically different values to their
personal information depending on
whether they’re focusing on protecting
data from exposure or selling away
data that would be otherwise
protected.”
Acquisti, L. John, and G. Loewenstein,
“What is Privacy Worth?,” tech. report,
Heinz College, Carnegie Mellon University,
2009.

15. We are OK with sharing when what
is being done is for me, not to me

19. Icons that mean something
smart data @
work for you

20. Native Advertising…
…Native Permissions?

21. It’s only going to get more interesting
and challenging…
Smart phones
 Smart cars
 Smart stores
 Smart grid


22. Jules Polonetsky, Executive
Director
JulesPol@futureofprivacy.org
• www.futureofprivacy.org
• Facebook.com/futureofprivacy
• @julespolonetsky

23. IT’S THE END OF THE WORLD AS
WE KNOW IT…AND I FEEL FINE!
PRESENTED BY:
Jaka Jancar
Chief Technology Officer
Celtra

24. Celtra & privacy
• We’re RM company, new to privacy
• It’s hard to know what’s OK and what’s not
• Why don’t offline businesses have as many
privacy concerns?

25. What is different online?
• Unknowingly generated data online is much
greater in number and level of detail
(e.g. web activity, app usage, geo, …)
• Evilness levels are identical, just capabilities
larger
• Yet, expectations of privacy are the same

26. People: a healthy dose of ignorance
• Normal people don’t proactively think about
privacy
• “Being informed”, “having options” …meh
• They just don’t want to be negatively
surprised
• And that’s fine!

27. Ad tech: “cover your ass” strategy
• Constant obsession
• Putting up a show
–
–
–
–
–
Non-PII, probabilistic identifiers
Not storing data
Transparency: disclaimers
Control: opt-outs
Self-regulation
• Good for staving off media and regulators, but
that’s all

28. Thought: it’s not Ad Tech’s role
• We have our goal: to improve efficiency
• It might conflict with users’ privacy
• We might not be the best to represent users

29. Who, then?
• For most egregious of cases, and for a
framework, governments are probably fine
• For “good taste” — who has the most to lose?
– Not ad tech companies (what are those?)
– Platform vendors (OS, browser)
– Publishers (at risk)
• They are who users entrust with their digital
lives, and who they will resent if betrayed.

30. Rash platform changes don’t help
• Disabling 3rd party cookies
• Removing UDID
• Enabling DNT by default on IE10
All-or-nothing, not legitimate (user will)

31. Good example: IDFA
• Under user control
(resettable, configurable privacy level, platform-wide, even crossdevice)
• Not all-or-nothing
(never fully removes identifier and always allows basic uses)
• Limits uses, not collection
(more data available in the future?)
• Allowed uses very clear + legitimate
(no philosophical questions, no excuse to ignore or bypass)

32. Recap
• Privacy push will come from
users → platforms -> publishers → ad tech → advertisers
It will not be magically born in the middle
• Parties near the user will be the “good taste”.
There is a big opportunity for differentiation.
• Permissions will move from “cover your asses”
complete opt-out, to more granular ones
• We will lose freedom, but gain simplicity and
accuracy in exchange

33. What will we do at Celtra?
• Focus on empowering users
• Very specifically:
– Always collect <identifier, permissions>
– In absence of permissions, assume very little is OK
by default

34. CREATING DIGITAL AUDIENCES IN
A WORLD WITHOUT COOKIES
PRESENTED BY:
Alan Chapell
President
Chapell & Associates

35. To Access These Slides
Contact Alan Chapell
President
Chapell & Associates
achapell@chapellassociates.com