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Presentation to world news publishers, November 2020

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Johnny Ryan
Johnny Ryan

This document discusses two big problems in digital advertising and real-time bidding (RTB): data leakage and market problems. It describes how the current RTB process broadcasts personal data about users to hundreds of companies, allowing mass data collection and reuse. This supports untrustworthy websites and enables bot fraud. It also explains how most of an advertiser's budget is extracted by middlemen in the programmatic supply chain rather than going to publishers.

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@johnnyryan 2 BIG DIGITAL PROBLEMS (AND HOW WE FIX THEM)
@johnnyryan
@johnnyryan PART 1
@johnnyryan RTB
@johnnyryan “Demand side” “Supply side” $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request bid Request segment Request bid Cookie to SSP Deliver ad Sync Deliver segment Sync Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?)
@johnnyryan The Daily Bugle ExchangeExchange Exchange Exchange
@johnnyryan The Daily Bugle ExchangeExchange Exchange Exchange DSP DSP DSP DSP DSP DSP DSP DSP DSPDSP DSP DSP DSP
@johnnyryan The Daily Bugle ExchangeExchange Exchange Exchange DSP DSP DSP DSP DSP DSP DSP DSP DSPDSP DSP DSP DSP ADVERTISEMENT
@johnnyryan ? ? The Daily Bugle ExchangeExchange Exchange Exchange DSP DSP DSP DSP DSP DSP DSP DSP DSPDSP DSP DSP DSP ? ? ? ? ADVERTISEMENT ?
@johnnyryan CNIL regulator caught it with 68 million illegal RTB records. Example Vectaury: a small DSP/DMP/ trading desk in France. €3.5M annual turnover in 2017 (though subsequently won a €20M investment). DSP
@johnnyryan
@johnnyryan
@johnnyryan Is 68 million just 30%? Then this small company was sent personal data ¼ BILLION times via RTB (in just one year)
Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange website.com Ad server javascript SSP javascript Step 1. User requests webpage Ad exchange This is the current process of real-time bidding that is used in online behavioural advertising. Channel of data leakage Legend Money DATA LEAKAGE IN ONLINE ADVERTISING @johnnyryan
Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange Step 7. DSP serves agency creative Step 8. Assets load from CDN Step 9. Agency ad server loads verification vendor MARKETERS website.com AD Winningbid Ad server javascript SSP javascript DMP DMP DMP DMP DSP DSP DSP DSP DSP DSP javascript Ad server javascript Step 6. Exchange serves winning bid Verification javascript Agency ad server Verification vendor Winning DSP Step 1. User requests webpage Ad exchange Step 4. Exchange sends bid requests to hundreds of partners Step 5. Exchange lets some DMPs/ DSPs to refresh cookie sync CDN DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP This is the current process of real-time bidding that is used in online behavioural advertising. DATA LEAKAGE IN ONLINE ADVERTISING Channel of data leakage Legend Money @johnnyryan
@johnnyryan What’s in a bid request?
@johnnyryan IAB OpenRTB Google Authorized Buyers
@johnnyryan
@johnnyryanThe website this specific person is currently viewing Various ID codes that identify this specific person, and can tie them to existing profiles Distinctive characteristics of this specific person This specific person’s IP address Distinctive information about this specific person’s device Distinctive information about this specific person’s device This young woman’s GPS coordinates!
@johnnyryan
@johnnyryan https://www.dailymail.co.uk/health/article-4574230/ Postpartum-depression-guide-women-men.html “postpartum depression” Semantic analysis of the page returns these terms “postpartum period” “anxiety disorder” “major depressive disorder” ...
@johnnyryan What’s the scale?
@johnnyryan Index Exchange 50 billion 1. “Tour IX’s Amsterdam and Frankfurt Data Centers”, Index Exchange, 2 July 2018 (URL: https://www.indexexchange.com/tour-ix-amsterdam-frankfurt-data-centers/). 2. "OpenX Ad Exchange", OpenX (URL: https://www.openx.com/uk_en/products/ad-exchange/). 3. “Buyers”, Rubicon Project (URL: https://rubiconproject.com/buyers/). 4. "How PubMatic Is Learning Machine Learning", PubMatic, 25 January 2019 (URL: https://pubmatic.com/blog/learning-machine-learning/) 5. "Maximize yield with Oath's publisher offerings", Oath, 3 April 2018 (URL: https://www.oath.com/insights/maximize-yield-with-oath-s-publisher-offerings/) 6. 500 Billion / 29.6 = 18.6 billion impressions per day. Using AppNexus 1:11.5 ratio, this is 214 auctions per day. 500+ impressions figure cited in “Optimize your mobile strategy”, Smaato (URL: https://www.smaato.com/). 7. “Transacting at a peak of 11.4 billion daily impressions, our marketplace handles more traffic each day than Visa, Nasdaq, and the NYSE combined” at https:// www.appnexus.com/sell. Note that in 2017, AppNexus said in “AppNexus Scales with DriveScale”, 2017 (URL: http://go.drivescale.com/rs/451-ESR-800/images/ DRV_Case_Study_AppNexus-final.v1.pdf) that 10.7 billion "impressions transacted" came as a result of running 123 billion auctions. The impressions transacted to auctions ratio appears to be roughly 1:11.5. Therefore, the 11.4 daily impressions reported in 2018 equates to 131 billion auctions per day. 8. DoubleClick.Net Usage Statistics (URL: https://trends.builtwith.com/ads/DoubleClick.Net). Real-time bidding bid requests per day OpenX 60 billion2 Rubicon Project Unknown, 1 billion people’s devices3 PubMatic 70 billion4 Oath/AOL 90 billion5 AppNexus 131 billion6 Smaato 214 billion7 Google Unknown, live on 8.4 million websites8 1 Index Exchange 50 billion The biggest
@johnnyryan Hundreds of billions of data leaks a day. (The biggest data breach yet recorded)
@johnnyryan Everybody you have ever known
@johnnyryan OK
@johnnyryan
“The EU’s proposed new cookie rules”, IAB Europe to European Commission, June 2017 (obtained using FOI)
@johnnyryan Security Article 5(1)f
@johnnyryan GDPR, Article 5 (1) (f) processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).
@johnnyryan GDPR, Article 5 (1) (f) processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).
@johnnyryan Publishers recognize there is no technical way to limit the way data is used after the data is received by a vendor for decisioning/ bidding on/after delivery of an ad… “ ” there is no technical way to limit the way data is used after Surfacing thousands of vendors with broad rights to use data w/out tailoring those rights may be too many vendors/permissions “ ” thousands of vendors “pubvendors.json v1.0: Transparency & Consent Framework”, IAB, May 2018
@johnnyryan The MO may adopt procedures for periodically reviewing and verifying a Vendor’s compliance with the Policies. “Transparency & Consent Framework Policies, 2019-08-21.3” IAB, August 2019 “ ” may adopt Management Organisation (the IAB)
@johnnyryan Buyer will regularly monitor your compliance with this obligation, and immediately notify Google in writing if Buyer can no longer meet … this obligation... “ ” “ ” must not: (i) use callout data ... to create user lists or profile users; (ii) associate callout data ... with third party data... Buyer will “Authorized Buyers Programme Guidelines”, Google, August 2018
@johnnyryan GDPR, Article 5 (1) (f) processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).
@johnnyryan MARKET PROBLEMS
@johnnyryan “broadcast” Broadcast
@johnnyryanHow RTB data leakage supports untrustworthy websites The Daily Bugle /// Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle Step 2. Bid request broadcasts personal data about John John
@johnnyryan Step 4. The Daily Bugle is paid €1 to show ad to John How RTB data leakage supports untrustworthy websites The Daily Bugle /// Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle €1 advertisement Step 2. Bid request broadcasts personal data about John John
@johnnyryan Step 4. The Daily Bugle is paid €1 to show ad to John How RTB data leakage supports untrustworthy websites The Daily Bugle Step 5. Later, John visits a low quality website Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle €1 advertisement De5troyTru5t.com /// Step 2. Bid request broadcasts personal data about John John
@johnnyryan Step 4. The Daily Bugle is paid €1 to show ad to John How RTB data leakage supports untrustworthy websites The Daily Bugle Step 5. Later, John visits a low quality website Step 6. Bid request announces John is here Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle €1 advertisement De5troyTru5t.com /// Step 2. Bid request broadcasts personal data about John John
@johnnyryan Step 4. The Daily Bugle is paid €1 to show ad to John Step 7. De5troyTru5t.com is paid €0.01 to show ad to John How RTB data leakage supports untrustworthy websites The Daily Bugle Step 5. Later, John visits a low quality website Step 6. Bid request announces John is here Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle €1 advertisement De5troyTru5t.com €0.01 advertisement /// Step 2. Bid request broadcasts personal data about John Worthy sites lose their unique audience, and feed a business model for the bottom of the Web. John
@johnnyryan The Daily Bugle Step 1. A bot masquerading as a human visits The Daily Bugle Step 2. Bid request broadcasts personal data about Bot/// Fake How RTB enables to steal from publishers and advertisers. fraudsters
@johnnyryan Step 4. The Daily Bugle is paid €1 to show ad The Daily Bugle Step 5. Later, an untrustworthy website buts bot traffic Step 6. Bid request announces Bot is here Step 3. 100s of companies in the ad auction can now re-identify Bot as a Daily Bugle reader Step 1. A bot masquerading as a human visits The Daily Bugle €1 advertisement De5troyTru5t.com Step 2. Bid request broadcasts personal data about Bot Bot /// Fake /// Fake How RTB enables to steal from publishers and advertisers. fraudsters
@johnnyryan Step 4. The Daily Bugle is paid €1 to show ad Step 7. De5troyTru5t.com is paid €0.01 to show ad to Bot The Daily Bugle Step 5. Later, an untrustworthy website buts bot traffic Step 6. Bid request announces Bot is here Step 3. 100s of companies in the ad auction can now re-identify Bot as a Daily Bugle reader Step 1. A bot masquerading as a human visits The Daily Bugle €1 advertisement De5troyTru5t.com €0.01 advertisement Step 2. Bid request broadcasts personal data about Bot Bot /// Fake /// Fake How RTB enables to steal from publishers and advertisers. fraudsters
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request bid Request segment Request bid Cookie to SSP Deliver ad Sync Deliver segment Sync Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?) DSPDMP SSP
@johnnyryan Buyer Seller Extracts 70-55% of buyer’s media budget. Distribution Marketer $ DMP DSP Ad Exchange SSP Site Unique audience commodified and arbitraged. Untrustworthy sites business model enabled. Bot fraud boosted. 70% figure from the Guardian and Rubicon case in 2017. 55% figure from “The Programmatic Supply Chain: Deconstructing the Anatomy of a Programmatic CPM”, IAB, March 2016. MARKET OVERVIEW (NOW) PERSONAL DATA IN IAB / GOOGLE RTB Victims of massive fraud. 2019 estimates range from $5.7B (ANA) - $42B (Juniper Research).
NPO (publisher) revenue increase, after removing all 3rd party ad tracking in 2020 Jan. Feb. March April May COVID-19MARKETSHOCK June Data from Ster, NPO’s saleshouse. +79% +62% +27% +9% +17% +25% +50% +75% July Aug. +17% +21% +77% +54% Sept.
@johnnyryan 1. Sales data from Ster, NPO’s saleshouse. 2. Category rank from NOBO, via Ster. Highest category shown where a property is in more than one category. NPO property Impressions sold1 Reach rank in category2 nos.nl 186% 3rd (News) blauwbloed.eo.nl 171% 1st (Royals) nporadio1.nl 198% 3rd (Music) kro-ncrv.nl 183% 1st (Dating) avrotros.nl 112% 8th (Entertainment) funx.nl 180% 4th (Music) vpro.nl 192% 19th (Music) nporadio2.nl 196% 5th (Music) home.bnnvara.nl 192% 18th (Entertainment) wnl.nl 189% 38th (News) nporadio4.nl 199% 12th (News) 3fm.nl 194% 13th (Music) bvn.nl 197% 20th (Entertainment) powned.tv 188% 48th (News) omroepmax.nl 192% 8th (Opinion) First half of 2020: sales per NPO site Small Big
@johnnyryan Extracts much lower % of buyer’s media budget. Unique audience become immune to commodification and arbitrage. No opportunity for untrustworthy sites. Bot fraud reduced. Bot fraud opportunity reduced. MARKET OVERVIEW (POST-FIX) NON-PERSONAL DATA IN IAB / GOOGLE RTB Marketer $ DMP DSP Ad Exchange SSP Site Buyer SellerDistribution
@johnnyryan PART 2
@johnnyryan ANTI-TRUST
@johnnyryan $1.7bn European Commission fines against Google Financial penalty, 2019 $4.3bn $2.7bn Financial penalty, 2018 Financial penalty, 2017 Google revenue, 2019 $172.4bn
@johnnyryan@johnnyryan
@johnnyryan
@johnnyryan@johnnyryan
@johnnyryan Atomic Unit of Data Processing
@johnnyryan Not the Bit
@johnnyryan The Processing Purpose
@johnnyryan Purpose Limitation
@johnnyryan@johnnyryan
@johnnyryan There must be a way for an individual to prevent information about him that was obtained for one purpose from being used or made available for other purposes without his consent. “ ” Report to Sec. Caspar W. Weinberger. Advisory Committee on Automated Personal Data Systems, July 1973.
@johnnyryan -GDPR, Article 5 (1) (b) (b)collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes; further processing for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes shall, in accordance with Article 89(1), not be considered to be incompatible with the initial purposes Personal data shall be:
@johnnyryan 1 O 1 O1 Ring fenced personal data
@johnnyryan Scope is determined by what the data subject could foresee when the data was first collected. 1 O 1 O1 1 O 1 O1
@johnnyryan Scope is determined by what the data subject could foresee when the data was first collected. 1 O 1 O1 1 O 1 O1
@johnnyryan 1 O 1 O1 1 O 1 O 1 O1 1 O 1 O1 1 O 1 O1 Put a company’s data under the microscope.
@johnnyryan 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 11 O 1 O 1 1. An organization collects some personal data. It is lawful. 2. The organization has many purposes that it wants to use the data for. 3. The organization has an internal data free-for-all.
@johnnyryan 1 O 1 O 1 1. An organization collects some personal data. It is lawful. 2. The organization has many purposes that it wants to use the data for. 3. The organization has an internal data free-for-all. 4. But this is vulnerable to enforcement of GDPR Article 5(1)b.
@johnnyryan 1 O 1 O 1 Many purposes. But few lawful data. @johnnyryan
@johnnyryan No internal data free-for-alls. 1 O 1 O 1 Purpose Limitation @johnnyryan
@johnnyryan Cascading monopolies
@johnnyryan Market 1 Leveraging data from one market into another Grew on the merits.
@johnnyryan Market 1 Market 2 Leveraging data from one market into another
@johnnyryan Market 1 Market 2 Personal data Leveraging data from one market into another Offensive leveraging of data
@johnnyryan Market 1 Market 2 Market 3 Personal data Leveraging data from one market into another
@johnnyryan Market 1 Market 2 Market 3 Personal data Leveraging data from one market into another
@johnnyryan Market 1 Cross-use of data between processing purposes
@johnnyryan Market 1 Cross-use of data between processing purposes “Privacy tying” of processing purposes Purpose 1 Purpose 2 Purpose 3 Purpose 4 Purpose 5 Purpose 6 Purpose 7 more
@johnnyryan Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Market 1 Cross-use of data between processing purposes Market 2 Market 3
@johnnyryan Data through Google’s own properties (all purposes) Data collected on other companies’ properties (all purposes) All data used across all Google businesses, in all markets
@johnnyryan Data through Google’s own properties (all purposes) Data collected on other companies’ properties (all purposes) All data used across all Google businesses, in all markets
@johnnyryan Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Purpose Market 1 Market 2 Market 3 Cross-use of data between processing purposes
@johnnyryanEnforcement of ‘purpose limitation’ functionally separates the conglomerate Market 2 (E-mail) Market 3 (Operating Systems) Market 4 (Ads on others’ sites/apps) Market 5 (Ads on own sites/apps) Market 1 (Maps)
@johnnyryanEnforcement of ‘purpose limitation’ functionally separates the conglomerate Market 2 (E-mail) Market 3 (Operating Systems) Market 4 (Ads on others’ sites/apps) Market 5 (Ads on own sites/apps) Market 1 (Maps)
Users can pull Big tech’s brain chips. @johnnyryan
@johnnyryan Purpose limitation =‘big tech’ kryptonite
@johnnyryan Many companies trading personal data without any control One big company cross-using personal data beyond intended purpose, and bundling consents. RTB external data free-for-all Big tech’s internal data free-for-all
@johnnyryan 4 Big tech operates an internal data free-for-all. It cross-uses personal data from its many disparate services for its advertising business. This has created a big tech monopoly. Failure to enforce GDPR Article 5(1)b against big tech’s internal data free-for-all could then let big tech envelop the whole RTB market. Enforcement of GDPR Article 5(1)f would stop the external data free-for-all between thousands of companies in the “real-time bidding” (RTB) market. 1 2 3 Robust enforcement of GDPR Article 5(1)b against big tech’s internal data free-for-all would allow publishers to compete with big tech fairly. OR 4 The market requires both internal & external GDPR enforcement
@johnnyryan 1. Cross-context adtech steals your audiences, drives down ad prices, and lets Tech companies + Junk websites arbitrage you. 2. Data protection law - if enforced - is big tech kryptonite. 3. Publishers should lobby for data protection laws and robust enforcement.

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Presentation to world news publishers, November 2020

  • 5. @johnnyryan “Demand side” “Supply side” $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange
  • 6. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request bid Request segment Request bid Cookie to SSP Deliver ad Sync Deliver segment Sync Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?)
  • 11. @johnnyryan CNIL regulator caught it with 68 million illegal RTB records. Example Vectaury: a small DSP/DMP/ trading desk in France. €3.5M annual turnover in 2017 (though subsequently won a €20M investment). DSP
  • 14. @johnnyryan Is 68 million just 30%? Then this small company was sent personal data ¼ BILLION times via RTB (in just one year)
  • 15. Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange website.com Ad server javascript SSP javascript Step 1. User requests webpage Ad exchange This is the current process of real-time bidding that is used in online behavioural advertising. Channel of data leakage Legend Money DATA LEAKAGE IN ONLINE ADVERTISING @johnnyryan
  • 16. Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange Step 7. DSP serves agency creative Step 8. Assets load from CDN Step 9. Agency ad server loads verification vendor MARKETERS website.com AD Winningbid Ad server javascript SSP javascript DMP DMP DMP DMP DSP DSP DSP DSP DSP DSP javascript Ad server javascript Step 6. Exchange serves winning bid Verification javascript Agency ad server Verification vendor Winning DSP Step 1. User requests webpage Ad exchange Step 4. Exchange sends bid requests to hundreds of partners Step 5. Exchange lets some DMPs/ DSPs to refresh cookie sync CDN DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP This is the current process of real-time bidding that is used in online behavioural advertising. DATA LEAKAGE IN ONLINE ADVERTISING Channel of data leakage Legend Money @johnnyryan
  • 18. @johnnyryan IAB OpenRTB Google Authorized Buyers
  • 20. @johnnyryanThe website this specific person is currently viewing Various ID codes that identify this specific person, and can tie them to existing profiles Distinctive characteristics of this specific person This specific person’s IP address Distinctive information about this specific person’s device Distinctive information about this specific person’s device This young woman’s GPS coordinates!
  • 22. @johnnyryan https://www.dailymail.co.uk/health/article-4574230/ Postpartum-depression-guide-women-men.html “postpartum depression” Semantic analysis of the page returns these terms “postpartum period” “anxiety disorder” “major depressive disorder” ...
  • 24. @johnnyryan Index Exchange 50 billion 1. “Tour IX’s Amsterdam and Frankfurt Data Centers”, Index Exchange, 2 July 2018 (URL: https://www.indexexchange.com/tour-ix-amsterdam-frankfurt-data-centers/). 2. "OpenX Ad Exchange", OpenX (URL: https://www.openx.com/uk_en/products/ad-exchange/). 3. “Buyers”, Rubicon Project (URL: https://rubiconproject.com/buyers/). 4. "How PubMatic Is Learning Machine Learning", PubMatic, 25 January 2019 (URL: https://pubmatic.com/blog/learning-machine-learning/) 5. "Maximize yield with Oath's publisher offerings", Oath, 3 April 2018 (URL: https://www.oath.com/insights/maximize-yield-with-oath-s-publisher-offerings/) 6. 500 Billion / 29.6 = 18.6 billion impressions per day. Using AppNexus 1:11.5 ratio, this is 214 auctions per day. 500+ impressions figure cited in “Optimize your mobile strategy”, Smaato (URL: https://www.smaato.com/). 7. “Transacting at a peak of 11.4 billion daily impressions, our marketplace handles more traffic each day than Visa, Nasdaq, and the NYSE combined” at https:// www.appnexus.com/sell. Note that in 2017, AppNexus said in “AppNexus Scales with DriveScale”, 2017 (URL: http://go.drivescale.com/rs/451-ESR-800/images/ DRV_Case_Study_AppNexus-final.v1.pdf) that 10.7 billion "impressions transacted" came as a result of running 123 billion auctions. The impressions transacted to auctions ratio appears to be roughly 1:11.5. Therefore, the 11.4 daily impressions reported in 2018 equates to 131 billion auctions per day. 8. DoubleClick.Net Usage Statistics (URL: https://trends.builtwith.com/ads/DoubleClick.Net). Real-time bidding bid requests per day OpenX 60 billion2 Rubicon Project Unknown, 1 billion people’s devices3 PubMatic 70 billion4 Oath/AOL 90 billion5 AppNexus 131 billion6 Smaato 214 billion7 Google Unknown, live on 8.4 million websites8 1 Index Exchange 50 billion The biggest
  • 25. @johnnyryan Hundreds of billions of data leaks a day. (The biggest data breach yet recorded)
  • 29. “The EU’s proposed new cookie rules”, IAB Europe to European Commission, June 2017 (obtained using FOI)
  • 31. @johnnyryan GDPR, Article 5 (1) (f) processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).
  • 32. @johnnyryan GDPR, Article 5 (1) (f) processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).
  • 33. @johnnyryan Publishers recognize there is no technical way to limit the way data is used after the data is received by a vendor for decisioning/ bidding on/after delivery of an ad… “ ” there is no technical way to limit the way data is used after Surfacing thousands of vendors with broad rights to use data w/out tailoring those rights may be too many vendors/permissions “ ” thousands of vendors “pubvendors.json v1.0: Transparency & Consent Framework”, IAB, May 2018
  • 34. @johnnyryan The MO may adopt procedures for periodically reviewing and verifying a Vendor’s compliance with the Policies. “Transparency & Consent Framework Policies, 2019-08-21.3” IAB, August 2019 “ ” may adopt Management Organisation (the IAB)
  • 35. @johnnyryan Buyer will regularly monitor your compliance with this obligation, and immediately notify Google in writing if Buyer can no longer meet … this obligation... “ ” “ ” must not: (i) use callout data ... to create user lists or profile users; (ii) associate callout data ... with third party data... Buyer will “Authorized Buyers Programme Guidelines”, Google, August 2018
  • 36. @johnnyryan GDPR, Article 5 (1) (f) processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).
  • 39. @johnnyryanHow RTB data leakage supports untrustworthy websites The Daily Bugle /// Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle Step 2. Bid request broadcasts personal data about John John
  • 40. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad to John How RTB data leakage supports untrustworthy websites The Daily Bugle /// Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle €1 advertisement Step 2. Bid request broadcasts personal data about John John
  • 41. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad to John How RTB data leakage supports untrustworthy websites The Daily Bugle Step 5. Later, John visits a low quality website Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle €1 advertisement De5troyTru5t.com /// Step 2. Bid request broadcasts personal data about John John
  • 42. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad to John How RTB data leakage supports untrustworthy websites The Daily Bugle Step 5. Later, John visits a low quality website Step 6. Bid request announces John is here Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle €1 advertisement De5troyTru5t.com /// Step 2. Bid request broadcasts personal data about John John
  • 43. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad to John Step 7. De5troyTru5t.com is paid €0.01 to show ad to John How RTB data leakage supports untrustworthy websites The Daily Bugle Step 5. Later, John visits a low quality website Step 6. Bid request announces John is here Step 3. 100s of companies in the ad auction can now re-identify John as a Daily Bugle reader Step 1. User “John” visits The Daily Bugle €1 advertisement De5troyTru5t.com €0.01 advertisement /// Step 2. Bid request broadcasts personal data about John Worthy sites lose their unique audience, and feed a business model for the bottom of the Web. John
  • 44. @johnnyryan The Daily Bugle Step 1. A bot masquerading as a human visits The Daily Bugle Step 2. Bid request broadcasts personal data about Bot/// Fake How RTB enables to steal from publishers and advertisers. fraudsters
  • 45. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad The Daily Bugle Step 5. Later, an untrustworthy website buts bot traffic Step 6. Bid request announces Bot is here Step 3. 100s of companies in the ad auction can now re-identify Bot as a Daily Bugle reader Step 1. A bot masquerading as a human visits The Daily Bugle €1 advertisement De5troyTru5t.com Step 2. Bid request broadcasts personal data about Bot Bot /// Fake /// Fake How RTB enables to steal from publishers and advertisers. fraudsters
  • 46. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad Step 7. De5troyTru5t.com is paid €0.01 to show ad to Bot The Daily Bugle Step 5. Later, an untrustworthy website buts bot traffic Step 6. Bid request announces Bot is here Step 3. 100s of companies in the ad auction can now re-identify Bot as a Daily Bugle reader Step 1. A bot masquerading as a human visits The Daily Bugle €1 advertisement De5troyTru5t.com €0.01 advertisement Step 2. Bid request broadcasts personal data about Bot Bot /// Fake /// Fake How RTB enables to steal from publishers and advertisers. fraudsters
  • 47. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request bid Request segment Request bid Cookie to SSP Deliver ad Sync Deliver segment Sync Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?) DSPDMP SSP
  • 48. @johnnyryan Buyer Seller Extracts 70-55% of buyer’s media budget. Distribution Marketer $ DMP DSP Ad Exchange SSP Site Unique audience commodified and arbitraged. Untrustworthy sites business model enabled. Bot fraud boosted. 70% figure from the Guardian and Rubicon case in 2017. 55% figure from “The Programmatic Supply Chain: Deconstructing the Anatomy of a Programmatic CPM”, IAB, March 2016. MARKET OVERVIEW (NOW) PERSONAL DATA IN IAB / GOOGLE RTB Victims of massive fraud. 2019 estimates range from $5.7B (ANA) - $42B (Juniper Research).
  • 49. NPO (publisher) revenue increase, after removing all 3rd party ad tracking in 2020 Jan. Feb. March April May COVID-19MARKETSHOCK June Data from Ster, NPO’s saleshouse. +79% +62% +27% +9% +17% +25% +50% +75% July Aug. +17% +21% +77% +54% Sept.
  • 50. @johnnyryan 1. Sales data from Ster, NPO’s saleshouse. 2. Category rank from NOBO, via Ster. Highest category shown where a property is in more than one category. NPO property Impressions sold1 Reach rank in category2 nos.nl 186% 3rd (News) blauwbloed.eo.nl 171% 1st (Royals) nporadio1.nl 198% 3rd (Music) kro-ncrv.nl 183% 1st (Dating) avrotros.nl 112% 8th (Entertainment) funx.nl 180% 4th (Music) vpro.nl 192% 19th (Music) nporadio2.nl 196% 5th (Music) home.bnnvara.nl 192% 18th (Entertainment) wnl.nl 189% 38th (News) nporadio4.nl 199% 12th (News) 3fm.nl 194% 13th (Music) bvn.nl 197% 20th (Entertainment) powned.tv 188% 48th (News) omroepmax.nl 192% 8th (Opinion) First half of 2020: sales per NPO site Small Big
  • 51. @johnnyryan Extracts much lower % of buyer’s media budget. Unique audience become immune to commodification and arbitrage. No opportunity for untrustworthy sites. Bot fraud reduced. Bot fraud opportunity reduced. MARKET OVERVIEW (POST-FIX) NON-PERSONAL DATA IN IAB / GOOGLE RTB Marketer $ DMP DSP Ad Exchange SSP Site Buyer SellerDistribution
  • 54. @johnnyryan $1.7bn European Commission fines against Google Financial penalty, 2019 $4.3bn $2.7bn Financial penalty, 2018 Financial penalty, 2017 Google revenue, 2019 $172.4bn
  • 63. @johnnyryan There must be a way for an individual to prevent information about him that was obtained for one purpose from being used or made available for other purposes without his consent. “ ” Report to Sec. Caspar W. Weinberger. Advisory Committee on Automated Personal Data Systems, July 1973.
  • 64. @johnnyryan -GDPR, Article 5 (1) (b) (b)collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes; further processing for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes shall, in accordance with Article 89(1), not be considered to be incompatible with the initial purposes Personal data shall be:
  • 65. @johnnyryan 1 O 1 O1 Ring fenced personal data
  • 66. @johnnyryan Scope is determined by what the data subject could foresee when the data was first collected. 1 O 1 O1 1 O 1 O1
  • 67. @johnnyryan Scope is determined by what the data subject could foresee when the data was first collected. 1 O 1 O1 1 O 1 O1
  • 68. @johnnyryan 1 O 1 O1 1 O 1 O 1 O1 1 O 1 O1 1 O 1 O1 Put a company’s data under the microscope.
  • 69. @johnnyryan 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 1 1 O 1 O 11 O 1 O 1 1. An organization collects some personal data. It is lawful. 2. The organization has many purposes that it wants to use the data for. 3. The organization has an internal data free-for-all.
  • 70. @johnnyryan 1 O 1 O 1 1. An organization collects some personal data. It is lawful. 2. The organization has many purposes that it wants to use the data for. 3. The organization has an internal data free-for-all. 4. But this is vulnerable to enforcement of GDPR Article 5(1)b.
  • 71. @johnnyryan 1 O 1 O 1 Many purposes. But few lawful data. @johnnyryan
  • 72. @johnnyryan No internal data free-for-alls. 1 O 1 O 1 Purpose Limitation @johnnyryan
  • 74. @johnnyryan Market 1 Leveraging data from one market into another Grew on the merits.
  • 75. @johnnyryan Market 1 Market 2 Leveraging data from one market into another
  • 76. @johnnyryan Market 1 Market 2 Personal data Leveraging data from one market into another Offensive leveraging of data
  • 77. @johnnyryan Market 1 Market 2 Market 3 Personal data Leveraging data from one market into another
  • 78. @johnnyryan Market 1 Market 2 Market 3 Personal data Leveraging data from one market into another
  • 79. @johnnyryan Market 1 Cross-use of data between processing purposes
  • 80. @johnnyryan Market 1 Cross-use of data between processing purposes “Privacy tying” of processing purposes Purpose 1 Purpose 2 Purpose 3 Purpose 4 Purpose 5 Purpose 6 Purpose 7 more
  • 82. @johnnyryan Data through Google’s own properties (all purposes) Data collected on other companies’ properties (all purposes) All data used across all Google businesses, in all markets
  • 83. @johnnyryan Data through Google’s own properties (all purposes) Data collected on other companies’ properties (all purposes) All data used across all Google businesses, in all markets
  • 85. @johnnyryanEnforcement of ‘purpose limitation’ functionally separates the conglomerate Market 2 (E-mail) Market 3 (Operating Systems) Market 4 (Ads on others’ sites/apps) Market 5 (Ads on own sites/apps) Market 1 (Maps)
  • 86. @johnnyryanEnforcement of ‘purpose limitation’ functionally separates the conglomerate Market 2 (E-mail) Market 3 (Operating Systems) Market 4 (Ads on others’ sites/apps) Market 5 (Ads on own sites/apps) Market 1 (Maps)
  • 87. Users can pull Big tech’s brain chips. @johnnyryan
  • 89. @johnnyryan Many companies trading personal data without any control One big company cross-using personal data beyond intended purpose, and bundling consents. RTB external data free-for-all Big tech’s internal data free-for-all
  • 90. @johnnyryan 4 Big tech operates an internal data free-for-all. It cross-uses personal data from its many disparate services for its advertising business. This has created a big tech monopoly. Failure to enforce GDPR Article 5(1)b against big tech’s internal data free-for-all could then let big tech envelop the whole RTB market. Enforcement of GDPR Article 5(1)f would stop the external data free-for-all between thousands of companies in the “real-time bidding” (RTB) market. 1 2 3 Robust enforcement of GDPR Article 5(1)b against big tech’s internal data free-for-all would allow publishers to compete with big tech fairly. OR 4 The market requires both internal & external GDPR enforcement
  • 91. @johnnyryan 1. Cross-context adtech steals your audiences, drives down ad prices, and lets Tech companies + Junk websites arbitrage you. 2. Data protection law - if enforced - is big tech kryptonite. 3. Publishers should lobby for data protection laws and robust enforcement.