This document discusses the increasing complexity of websites and their interactions with third parties. It explores how early websites in the 1990s were mostly static and brochure-like, interfacing with few third parties, while modern eCommerce sites work with many third parties to provide services like payments, shipping, analytics and more. It also examines how to manage risks from third party service providers, including identifying key providers, building profiles on them, and monitoring them over time. Finally, it discusses how privacy professionals can interact with business units to understand goals, vet new partners, and position privacy as an asset rather than an afterthought.

1. Beyond the Website Kevin Trilli VP, Product TRUSTe

2. Presentation Goals Explore the increasing complexity of websites Examine the role of 3rd parties interacting with consumer PII on behalf of a website 2. Discuss management of 3rd party service providers Discover how you can best mitigate risk for your organization 3.Develop strategic positioning within your company How to make privacy an asset, not an afterthought in product, marketing, development and operations.

3. Part I eCommerce

5. offered little to no consumer interactionor input

6. interfaced with few, if any, third partiesExample at right: IKEA website circa 1999

8. What kind of products do we offer?

9. What’s the number for customer service? No e-commerce transactions Limited advertising

10. eCommerce: Amazon homepage: 2000 Robust eCommerce Individual personalization begins (See what’s “New for You” ) Basic site basic behavior tracking (popular purchases)

11. eCommerce: Service Layer

12. eCommerce: Service Layer Web Hosting

13. eCommerce: Service Layer Careers Web Hosting

14. eCommerce: Service Layer E-Commerce Web Hosting

15. eCommerce: Service Layer E-Commerce Payments Web Hosting

16. eCommerce: Service Layer E-Commerce Shipping Web Hosting

17. eCommerce: Service Layer E-Commerce Web Hosting Surveys Survey Marketing

18. eCommerce: Service Layer E-Commerce Web Hosting Customer Support Support

19. eCommerce: Marketing Layer

20. eCommerce: Marketing Layer Search

21. eCommerce: Marketing Layer Search Publisher Ad Networks Emails Email SPS Analytics

22. eCommerce: Marketing Layer Search Lead Forms Publisher Ad Networks Emails Email SPS Analytics

23. eCommerce: Marketing Layer Search Lead Forms Publisher Ad Networks Emails Email SPS Marketing Database CRM Analytics Data Aggregators

24. eCommerce: Marketing Layer Search Lead Forms Publisher Ad Networks Emails Email SPS Marketing Database CRM Analytics Data Aggregators

25. eCommerce: Marketing Layer Search Lead Forms RetargetedCampaign Publisher Ad Networks Emails Email SPS Marketing Database CRM Analytics Data Aggregators

26. eCommerce: Publisher Issues: How do really know which ad network is on your site? Are they using OBA or other 3rd party tracking? Ad Networks Data XC’s Advertisers

27. Facebook yesterday: 2005 A website. (To share internally)

28. Facebook today: 2010 A platform (To share externally)

29. Facebook as a platform Instant Personalization Facebook Connect The “Like” Button

30. Facebook Applications Native applications

31. Facebook Applications Third Party Applications

33. Part II Service Provider Management

34. Service Providers Provide commercial services on behalf of another company that involves the use, collection, storage or sharing of the personal information of that company’s customers or site’s visitors Web Hosting Web Analytics Business process providers AffiliateMarketing Fulfillment Applicationservice & hosting providers Ad Networks Customerforums CRM ContentManagement Customer ServiceSoftware ContentDelivery Live Chat /Click-To-Call PersonalizationRich Media Social mediaproviders SecurityCertification Service ProviderLead Generator OrderManagement E-CommerceShopping Cart Search EngineMarketing E-MailMarketing E-CommercePlatform Paymentsprocessors Site Design HR Services Site Search Web PerformanceMonitoring

35. Knowledge Risk Apportionment

36. Who is on your site?

37. Identify Key Providers for Deep Analysis

38. Identify Key Providers for Deep Analysis

39. Build Service Provider Profiles …and Monitor them!

40. Disclosure: Simple Example

41. Disclosure: More Advanced Example

42. Part III Interacting with the Product and Business Units

44. Know your product and platform

45. Marketing, Product & IT Roadmaps

46. Monitor evolving technologies & help vet new partners

47. Find the best vendors that offer the best privacy and security on top of the best product/service

49. Privacy is Reputational and can impact Brand

50. You don’t want the worse case scenario

51. Error on transparent side

53. Twitter: SquawKT22