The Privacy Controversy

Presented by: Alyssa VanDurme

ABSTRACT: A look at ‘behavioral advertising’ on the web from both a marketer’s viewpoint and a consumer’s viewpoint.

Who has the right to our information?

Why we need to know our audience

Saturation of the market

Decreased spending, and as a result, we need to increase customer loyalty

Geographic targeting

Consumer intelligence of marketing strategies is growing

Our Reasons

Audience Measurement

Google: +1, Google analytics

Facebook: “Likes”

Blog: blog roll, comments

Twitter: follow, tweet, re-tweet

LinkedIn: Connections

Foursquare: Physical location

Others? Digital Analysis Tools

What they know about you

Online activities

Demographics

Favorite brands

Political views

Health worries

Shopping habits

Financial situations

Even your real name

Name: Alyssa VanDurme

Gender: Female

Age: 23

IP address: 192.168.0.18

Facebook ID #: AV3268898143

Browser History:

https://mail.google.com/inbox; http://buffalo.craigslist.org/apa/; http://www.facebook.com/avandurme

Search History: International Health Insurance; Tagalus; womans rainboots

Foursquare location: Wegmans (Amherst St, Buffalo)

Most Recent Online Purchase: ValoreBooks, Marketing Communications

freecreditscore.com Result: 720

What do they do with all that info?

PPC ads: geospecific and demospecific targeting

We as marketers know, but does the average consumer?

If they did, how would they feel?

As a consumer, do you wonder how much $ are they making off of us?

Facebook breachhttp://online.wsj.com/article/SB10001424052702304772804575558484075236968.html?mod=wsj_share_twitter

Privacy

How worried are consumers?http://techcrunch.com/2011/04/10/how-worried-are-consumers-about-privacy/

“While concerns about consumer privacy are justified and need to be examined (and possibly legislated) in the age of social media, the current frenzy may be blown out of proportion.”

“We need to ask ourselves whether consumers are truly worried about guarding their information. And if so, what are the conditions under which they are willing to provide personal information?”

Privacy

How concerned are you about advertisers tracking your behavior across the Web?

Very Alarmed60%Somewhat Concerned

25%

Neutral4%

Not a Big Worry7%

Could Not Care Less5%

WSJ: What They Know

14,573 responses

Would you be willing to sell personal details about yourself to advertisers?

Yes (29.1%) No (70.9%)

160

389

WSJ: What They Know

‘What They Know’

A Wall Street Journal Investigation

WSJ journalists studied and documented Internet-tracking technology

Analyzed the tracking files installed on people's computers by the 50 most popular U.S. website (including WSJ.com)

Developed an "exposure index" -- to determine the degree to which each site exposes visitors to monitoring

The investigation has found: “The largest U.S. websites are installing new and intrusive consumer-tracking technologies on the computers of people visiting their sites—in some cases, more than 100 tracking tools at a time.”

Privacy Statements

Information provided by you:

We collect personally identifiable when you register

- Name and email address

This information is needed to set up your personal profile.

As part of your personal profile, you may choose to submit or incorporate additional information

- Age, hobbies, interests, photos, music and videos.

Information automatically transmitted from your computer:

Includes information from cookie, your IP address and browser type.

We also collect information about how you use the Bebo Service, including information about the features you use and where you go on the Service.

Information about you as a Bebo member may be supplemented with additional information, including publicly-available information and information from other companies.

Bebo.com collects the following types of information from users:

Bebo.com

Use and Disclosure of Information

Bebo may transfer information about you and your use of Bebo, such as your IP address, information stored via cookies, and other demographic information about you, to our advertising affiliates, partners (Yahoo!) and other third parties. This information may be used to provide advertising, promotions and other

products and services that may be of particular interest to you. It may also be used to provide you with a tailored choice of content and media products.

Our advertising and promotions partners have no access to your name or personal contact information stored by Bebo unless you choose to share it with them. Bebo does not provide your name or personal contact information to an advertising partner when you interact with or view a targeted advertisement.

We reserve the right to transfer your personally identifiable information in the event of a transfer of ownership of Bebo.com, such as acquisition by or merger with another company.

Bebo.com

Use and Disclosure of Information

Information About YouWhere You Browse on the Site: Yes, but browsing and search data are kept anonymous.

Your Files and Communications: No

Information Volunteered by YouDemographic: Yes

Financial: Yes

How They Manage ItAllow Outside Trackers: Yes, but it provides a link to opt out of some trackers.

Customizing Ads: Yes

How Long They Keep It: Not disclosed.Dictionary.com

"Through cookies placed on your computer, third-party advertising networks may

recognize you when you visit other sites and properties where they also place

advertisements."

Dictionary.com recently said it plans to reduce the number of

cookies placed on the site.

A summary of what information Dictionary.com collects about users, what it does with the data, and how long it keeps it.

Use and Disclosure of Information

Information About YouWhere You Browse on the Site: No

Your Files and Communications: Yes

Information Volunteered by YouDemographic: Yes

Financial: No

How They Manage ItAllow Outside Trackers: Yes

Customizing Ads: Yes

How Long They Keep It: Not disclosed.Wordpress.org

"From time to time, WordPress.org may release non-personally-identifying

information in the aggregate, e.g., by publishing a report on trends in the usage

of its website."

Wordpress.org says it collects as little personal information from

users as possible.

A summary of what information Wordpress.org collects about users, what it does with the data, and how long it keeps it.

Doing something about ithttp://online.wsj.com/article/SB10001424052748703529004576160764037920274.html

Companies like Microsoft, McAfee and even tracking companies are providing new restrictions, software, and even paying people commission for their information.

Allow Ltd.

Sells people's personal information on their behalf and gives them 70% of the sale.

”I wouldn't give my car to a stranger, so why do I do that with my personal data?” -Mr. Giles Sequeira, Allow Ltd. Customer

Personal Inc. Aims to help people profit from

providing their personal information to advertisers and has raised $7.6 million in its efforts.

"Data is a new form of currency.” - Shane Green, Chief Executive of Personal Inc.

Property Rights

Opting outhttp://articles.cnn.com/2011-01-28/tech/personal.advertising_1_ad-networks-linkedin-firefox?_s=PM:TECH

Google and Mozilla have introduced ways to opt out behavioral advertising Google's solution: Chrome web browser that lets users proactively block certain

advertisers from serving them behavioral ads. Mozilla's solution: bundle a "do not track" feature with its browser, but require

websites and ad networks to agree to recognize such requests from Firefox users.

Microsoft also has plans for letting users opt out of behavior ads

Federal Trade Commission is considering a formal Do Not Track list

The bottom line

The privacy controversy arises from a conflict between what consumers want – privacy – and what we as marketing professionals want – more personal data to better target our audience.

There is currently no consensus (or strict regulations) on who has the right to a person’s information on the web.

Discussion Questions:

As a marketing professional, is it part of our jobs to take as much information about our audience from wherever we can?

How can we as marketers find the middle ground to make the advertiser or client happy, as well as maintain the trust of the audience and honor their right to privacy?

Work Cited

How Worried Are Consumers about Privacy?http://techcrunch.com/2011/04/10/how-worried-are-consumers-about-privacy/

Web's Hot New Commodity: Privacy.http://online.wsj.com/article/SB10001424052748703529004576160764037920274.html

The Web's New Gold Mine: Your Secrets. http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html#articleTabs%3Darticle

Facebook in Privacy Breach.http://online.wsj.com/article/SB10001424052702304772804575558484075236968.html?mod=wsj_share_twitter

What They Know. http://blogs.wsj.com/wtk/

'Like' it or not, online ads are getting personal. http://articles.cnn.com/2011-01-28/tech/personal.advertising_1_ad-networks-linkedin-firefox?_s=PM:TECH