CONFIDENTIAL 1
Consumer Data Privacy Technology: What’s next in 2012
Kevin TrilliVP Product
TRUSTe
CONFIDENTIAL 2
Welcome to TRUSTe's Breakfast
Just like coffee and donuts, what goes better with OBA than privacy?
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What’s new at TRUSTe?
Converted to private company in 2008; Recently closed Series C $15M
115+ employees: 40+ engineers and product
New San Francisco HQ and global organization
Websites Advertising Mobile apps Cloud
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From the year of the Icon to….
CONFIDENTIAL 5
DNT Moving Forward in W3C
http://www.w3.org/2000/09/dbwg/details?group=49311&public=1
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DNT for Dummies
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Under the Hood
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What can you do with the header?
TRUSTe Resource: DNT and Icon Integrationhttp://www.truste.com/developer/?p=91
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Mobile: Permission Required
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Usage by children increasing concerns
Feb 2012 FTC Report (http://www.ftc.gov/os/2012/02/120216mobile_apps_kids.pdf)
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Technical Landscape is Changing
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Platforms Play a key role
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• Cross-App Tracking Identifier supported by User Preferences
• Transparency (without reading glasses?)
Issues for Targeted Advertising
In-ad In-appOn first use(best practice)
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Apps require new form factor for privacy disclosure
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• Mobile Targeting: How it works and why it’s different– http://www.truste.com/developer/?=86
• Privacy Issues in Mobile – http://www.truste.com/developer/?=96
TRUSTe Mobile Resources
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<name> <address> <referring URL> < phone number> <page views> <email> <zip code> <birth date> <IP address> <income bracket> <race> <shopping cart activity> <gender> <clickstream data> <VIN numbers> <social security numbers> <call history> <email open rate> <credit card number> <birthplace> <criminal record> <employment history> <social connections> <job position> <city of residence> <debit car number> <bank account number> <message history> <credit score> <relationship history> <purchasing behavior> <purchasing history> <operating system> < browser version> <mobile OS> <GPS location>, <political affiliation> <donation record> <social networking accounts> <Facebook ID> marital status> <sexual preference> <offline purchasing history> <personal interests> <phone ID> <name> <address> <referring URL> < phone number> <page views> <email> <zip code> <referring URL> < phone number> <page views> <email>
The new Consent Model in the EU
If:You use cookies or other tracking technology to store or access information from EU citizens on their computers or devices
Then:You must comply and get permission before they are placed or used
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8 EU member countries have enacted the 2009 directive
Have enacted a law Covered by existing law
Denmark Germany
Estonia
Finland
UK
France
Malta
Ireland
Sweden
18 other EU member countries on the old model…
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Opt-in Solution
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Opt-in Solution
TRUSTe Resource:
http://www.truste.com/blog/2012/01/25/the-need-for-a-flexible-compliance-strategy-in-europe/
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• Technology Blog
– http://www.truste.com/developer/
• TRUSTe Blog
– http://www.truste.com/blog/
• W3C DNT Tracking Protection Group
– http://www.w3.org/2011/tracking-protection/
• EU Article 29 Working Party Opinion
– http://ec.europa.eu/justice/policies/privacy/docs/wpdocs/2010/wp171_en.pdf
• UK ICO
– http://www.ico.gov.uk/for_organisations/privacy_and_electronic_communications/the_guide/cookies.aspx
Privacy Technology Resources
Kevin TrilliVP Product
@squawkt22