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Judiciary Committee Senate staffer briefing 8 September 2019

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Johnny Ryan
Johnny Ryan

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@johnnyryan Johnnyryan1 @gmail.com
@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 Store data “Demand side” “Supply side”
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Request segment Store data “Demand side” “Supply side”
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Request segment Deliver segment Store data “Demand side” “Supply side”
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Request page Request segment Deliver segment Store data “Demand side” “Supply side”
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request segment Deliver segment Store data “Demand side” “Supply side”
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request segment Deliver segment Ad request Store data “Demand side” “Supply side”
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request segment Cookie to SSP Deliver segment Ad request Store data “Demand side” “Supply side”
@johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request segment Request bid Cookie to SSP Deliver segment Ad request Store data “Demand side” “Supply side” (one or many)
@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 segment Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?)
@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 Deliver segment Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?)
@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 Deliver segment Sync Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?)
@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
@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 ? ? 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 ΠBILLION times via RTB (in just one year)
website.com 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
website.com 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 website.com Ad server javascript Step 1. User requests webpageThis 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 website.com Ad server javascript SSP javascript Step 1. User requests webpageThis 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 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 MARKETERS website.com DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP Ad server javascript SSP javascript Step 1. User requests webpage Ad exchange Step 4. Exchange sends bid requests to hundreds of partners 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 MARKETERS website.com Winningbid Ad server javascript SSP javascript Step 1. User requests webpage Ad exchange Step 4. Exchange sends bid requests to hundreds of partners 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. 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 MARKETERS website.com Winningbid Ad server javascript SSP javascript DMP DMP DMP DMP DSP DSP DSP DSP 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 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. 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 MARKETERS website.com Winningbid Ad server javascript SSP javascript DMP DMP DMP DMP DSP DSP DSP DSP DSP DSP javascript Step 6. Exchange serves winning bid 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 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. 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 MARKETERS website.com 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 Agency ad server 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 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. 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 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 Agency ad server 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
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
@johnnyryan
@johnnyryan
@johnnyryanThe website this speciïŹc person is currently viewing Various ID codes that identify this speciïŹc person, and can tie them to existing proïŹles Distinctive characteristics of this speciïŹc person This speciïŹc person’s IP address Distinctive information about this speciïŹc person’s device Distinctive information about this speciïŹc 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 RTB MARKET PROBLEMS
@johnnyryan dailybugle.com/health/article-4574230/Postpartum-depression-guide-women-men.html News and Opinion from trust
 Every time you load a webpage

@johnnyryan dailybugle.com/health/article-4574230/Postpartum-depression-guide-women-men.html The Daily Bugle News Sport Business Culture More Handling postpartum depression Written by Health Writer. Top stories 1. Text text. 2. Text text text. 3. Text text. 4. Text text text text. 5. Text text text. 6. Text text. Latest stories 1. Text text. 2. Text text text. 3. Text text. 4. Text text text text. News and Opinion from trust
 Empty ad slot Empty ad slot DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP Google/IAB RTB system DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP Google/IAB RTB system Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text. Text text text text text text text text text text text text text text text text text text text text text text text text text text text text. Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text RTB broadcasts what you are looking at online, and where you are right now.
@johnnyryanHow RTB data leakage supports untrustworthy websites The Daily Bugle /// Step 1. User “John” visits The Daily Bugle
@johnnyryanHow RTB data leakage supports untrustworthy websites The Daily Bugle /// Step 1. User “John” visits The Daily Bugle Step 2. Bid request broadcasts personal data about John
@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 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 How RTB enables to steal from publishers and advertisers. fraudsters
@johnnyryan The Daily Bugle Step 1. A bot masquerading as a human visits The Daily Bugle /// Fake How RTB enables to steal from publishers and advertisers. fraudsters
@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 The Daily Bugle 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 Step 2. Bid request broadcasts personal data about Bot 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 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 Step 2. Bid request broadcasts personal data about Bot 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 traïŹƒc 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 The Daily Bugle Step 5. Later, an untrustworthy website buts bot traïŹƒc 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 traïŹƒc 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 commodiïŹed 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).
@johnnyryanNPO (publisher) revenue increase, after removing all 3rd party ad tracking in 2020 1 Economic Quarterly Report, RaboBank, 23 March 2020 (URL: https://economics.rabobank.com/publications/2020/march/the-netherlands-coronavirus-pushes-economy-in-a-recession/); "SLUMP: DUTCH GDP PLUNGES 1.7% IN AFTER 5 YEARS OF QUARTERLY GROWTH", NL Times, 15 May 2020 (URL: https://nltimes.nl/2020/05/15/slump-dutch-gdp-plunges-17-5-years-quarterly-growth). January February March April May COVID-19MARKETSHOCK June Data from Ster, NPO’s saleshouse. +79% +62% +27% +9% +17%+25% +50% +75% July August +17% +21% +77%
@johnnyryan Data from Ster, NPO’s saleshouse.
@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
California Privacy Rights Act
"Cross-context behavioral advertising" means the targeting of advertising to a consumer based on the consumer's personal information obtained from the consumer's activity across 
 distinctly-branded websites, applications 
 other than the 
 distinctly-branded website 
 with which the consumer intentionally interacts.” California Privacy Rights Act, §1798.140 (k) Cross-context behavioral advertising“
"Share," "shared," or "sharing" means sharing, renting, releasing, disclosing, disseminating, making available, transferring, 
 to a third party for cross-context behavioral advertising, 
 including transactions between a business and a third party for cross-context behavioral advertising for the beneïŹt of a business in which no money is exchanged. “ ” California Privacy Rights Act, §1798.140 (k)(ah)(1) cross-context behavioral advertising
Californians for Consumer Privacy polling October 2019 88%Say yes
@johnnyryan PART 2
@johnnyryan ANTI-TRUST
@johnnyryan@johnnyryan
@johnnyryan
@johnnyryan@johnnyryan
@johnnyryan Atomic Unit of Data Processing
@johnnyryan Not the Bit
@johnnyryan The Processing Purpose
@johnnyryan Purpose Limitation
@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 speciïŹed, 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, scientiïŹc 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
@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 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. An organization collects some personal data. It is lawful.
@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.
@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 Personal data 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
@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
@johnnyryan Data through Google’s own properties (all purposes)
@johnnyryan Data through Google’s own properties (all purposes) Data collected on other companies’ properties (all purposes)
@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
@johnnyryan
@johnnyryan Purpose limitation =‘big tech’ kryptonite
@johnnyryan

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Judiciary Committee Senate staffer briefing 8 September 2019

  • 4. @johnnyryan “Demand side” “Supply side” $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange
  • 5. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Store data “Demand side” “Supply side”
  • 6. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Request segment Store data “Demand side” “Supply side”
  • 7. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Request segment Deliver segment Store data “Demand side” “Supply side”
  • 8. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Request page Request segment Deliver segment Store data “Demand side” “Supply side”
  • 9. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request segment Deliver segment Store data “Demand side” “Supply side”
  • 10. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request segment Deliver segment Ad request Store data “Demand side” “Supply side”
  • 11. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request segment Cookie to SSP Deliver segment Ad request Store data “Demand side” “Supply side”
  • 12. @johnnyryan $ /// VisitorSiteSupply-side platform (SSP) Demand-side platform (DSP) Data management platform (DMP) Marketer Ad Exchange Serve page Request page Request segment Request bid Cookie to SSP Deliver segment Ad request Store data “Demand side” “Supply side” (one or many)
  • 13. @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 segment Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?)
  • 14. @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 Deliver segment Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?)
  • 15. @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 Deliver segment Sync Ad request Store data “Demand side” “Supply side” (one or many) (10s or 100s or 1000s?)
  • 16. @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?)
  • 24. @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
  • 27. @johnnyryan Is 68 million just 30%? Then this small company was sent personal data ÂŒ BILLION times via RTB (in just one year)
  • 28. website.com 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
  • 29. website.com 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
  • 30. Ad server website.com Ad server javascript Step 1. User requests webpageThis 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
  • 31. Ad server SSP Step 2. Ad server selects an SSP website.com Ad server javascript SSP javascript Step 1. User requests webpageThis 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
  • 32. 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
  • 33. Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange MARKETERS website.com DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP Ad server javascript SSP javascript Step 1. User requests webpage Ad exchange Step 4. Exchange sends bid requests to hundreds of partners 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
  • 34. Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange MARKETERS website.com Winningbid Ad server javascript SSP javascript Step 1. User requests webpage Ad exchange Step 4. Exchange sends bid requests to hundreds of partners 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. Channel of data leakage Legend Money DATA LEAKAGE IN ONLINE ADVERTISING @johnnyryan
  • 35. Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange MARKETERS website.com Winningbid Ad server javascript SSP javascript DMP DMP DMP DMP DSP DSP DSP DSP 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 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. Channel of data leakage Legend Money DATA LEAKAGE IN ONLINE ADVERTISING @johnnyryan
  • 36. Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange MARKETERS website.com Winningbid Ad server javascript SSP javascript DMP DMP DMP DMP DSP DSP DSP DSP DSP DSP javascript Step 6. Exchange serves winning bid 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 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. Channel of data leakage Legend Money DATA LEAKAGE IN ONLINE ADVERTISING @johnnyryan
  • 37. Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange Step 7. DSP serves agency creative MARKETERS website.com 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 Agency ad server 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 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. Channel of data leakage Legend Money DATA LEAKAGE IN ONLINE ADVERTISING @johnnyryan
  • 38. 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 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 Agency ad server 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
  • 39. 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
  • 41. @johnnyryan IAB OpenRTB Google Authorized Buyers
  • 45. @johnnyryanThe website this speciïŹc person is currently viewing Various ID codes that identify this speciïŹc person, and can tie them to existing proïŹles Distinctive characteristics of this speciïŹc person This speciïŹc person’s IP address Distinctive information about this speciïŹc person’s device Distinctive information about this speciïŹc person’s device This young woman’s GPS coordinates!
  • 47. @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” ...
  • 49. @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
  • 50. @johnnyryan Hundreds of billions of data leaks a day. (The biggest data breach yet recorded)
  • 54. @johnnyryan dailybugle.com/health/article-4574230/Postpartum-depression-guide-women-men.html The Daily Bugle News Sport Business Culture More Handling postpartum depression Written by Health Writer. Top stories 1. Text text. 2. Text text text. 3. Text text. 4. Text text text text. 5. Text text text. 6. Text text. Latest stories 1. Text text. 2. Text text text. 3. Text text. 4. Text text text text. News and Opinion from trust
 Empty ad slot Empty ad slot DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP Google/IAB RTB system DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP Google/IAB RTB system Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text. Text text text text text text text text text text text text text text text text text text text text text text text text text text text text. Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text RTB broadcasts what you are looking at online, and where you are right now.
  • 55. @johnnyryanHow RTB data leakage supports untrustworthy websites The Daily Bugle /// Step 1. User “John” visits The Daily Bugle
  • 56. @johnnyryanHow RTB data leakage supports untrustworthy websites The Daily Bugle /// Step 1. User “John” visits The Daily Bugle Step 2. Bid request broadcasts personal data about John
  • 57. @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
  • 58. @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
  • 59. @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
  • 60. @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
  • 61. @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 John
  • 62. @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
  • 63. @johnnyryan The Daily Bugle How RTB enables to steal from publishers and advertisers. fraudsters
  • 64. @johnnyryan The Daily Bugle Step 1. A bot masquerading as a human visits The Daily Bugle /// Fake How RTB enables to steal from publishers and advertisers. fraudsters
  • 65. @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
  • 66. @johnnyryan The Daily Bugle 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 Step 2. Bid request broadcasts personal data about Bot Bot /// Fake How RTB enables to steal from publishers and advertisers. fraudsters
  • 67. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad The Daily Bugle 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 Step 2. Bid request broadcasts personal data about Bot Bot /// Fake How RTB enables to steal from publishers and advertisers. fraudsters
  • 68. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad The Daily Bugle Step 5. Later, an untrustworthy website buts bot traïŹƒc 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
  • 69. @johnnyryan Step 4. The Daily Bugle is paid €1 to show ad The Daily Bugle Step 5. Later, an untrustworthy website buts bot traïŹƒc 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
  • 70. @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 traïŹƒc 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
  • 71. @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
  • 72. @johnnyryan Buyer Seller Extracts 70-55% of buyer’s media budget. Distribution Marketer $ DMP DSP Ad Exchange SSP Site Unique audience commodiïŹed 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).
  • 73. @johnnyryanNPO (publisher) revenue increase, after removing all 3rd party ad tracking in 2020 1 Economic Quarterly Report, RaboBank, 23 March 2020 (URL: https://economics.rabobank.com/publications/2020/march/the-netherlands-coronavirus-pushes-economy-in-a-recession/); "SLUMP: DUTCH GDP PLUNGES 1.7% IN AFTER 5 YEARS OF QUARTERLY GROWTH", NL Times, 15 May 2020 (URL: https://nltimes.nl/2020/05/15/slump-dutch-gdp-plunges-17-5-years-quarterly-growth). January February March April May COVID-19MARKETSHOCK June Data from Ster, NPO’s saleshouse. +79% +62% +27% +9% +17%+25% +50% +75% July August +17% +21% +77%
  • 74. @johnnyryan Data from Ster, NPO’s saleshouse.
  • 75. @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
  • 77. "Cross-context behavioral advertising" means the targeting of advertising to a consumer based on the consumer's personal information obtained from the consumer's activity across 
 distinctly-branded websites, applications 
 other than the 
 distinctly-branded website 
 with which the consumer intentionally interacts.” California Privacy Rights Act, §1798.140 (k) Cross-context behavioral advertising“
  • 78. "Share," "shared," or "sharing" means sharing, renting, releasing, disclosing, disseminating, making available, transferring, 
 to a third party for cross-context behavioral advertising, 
 including transactions between a business and a third party for cross-context behavioral advertising for the beneïŹt of a business in which no money is exchanged. “ ” California Privacy Rights Act, §1798.140 (k)(ah)(1) cross-context behavioral advertising
  • 79. Californians for Consumer Privacy polling October 2019 88%Say yes
  • 89. @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.
  • 90. @johnnyryan -GDPR, Article 5 (1) (b) (b)collected for speciïŹed, 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, scientiïŹc 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:
  • 92. @johnnyryan 1 O 1 O1 Ring fenced personal data
  • 93. @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
  • 94. @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.
  • 95. @johnnyryan 1 O 1 O 1 1. An organization collects some personal data. It is lawful.
  • 96. @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.
  • 97. @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.
  • 98. @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.
  • 99. @johnnyryan 1 O 1 O 1 Many purposes. But few lawful data. @johnnyryan
  • 100. @johnnyryan No internal data free-for-alls. 1 O 1 O 1 Purpose Limitation @johnnyryan
  • 102. @johnnyryan Market 1 Leveraging data from one market into another Grew on the merits.
  • 103. @johnnyryan Market 1 Market 2 Personal data Leveraging data from one market into another
  • 104. @johnnyryan Market 1 Market 2 Personal data Leveraging data from one market into another Offensive leveraging of data
  • 105. @johnnyryan Market 1 Market 2 Market 3 Personal data Leveraging data from one market into another
  • 106. @johnnyryan Market 1 Market 2 Market 3 Personal data Leveraging data from one market into another
  • 107. @johnnyryan Market 1 Cross-use of data between processing purposes
  • 108. @johnnyryan Market 1 Cross-use of data between processing purposes
  • 109. @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
  • 112. @johnnyryan Data through Google’s own properties (all purposes)
  • 113. @johnnyryan Data through Google’s own properties (all purposes) Data collected on other companies’ properties (all purposes)
  • 114. @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
  • 115. @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
  • 117. @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)
  • 118. @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)
  • 119. Users can pull Big tech’s brain chips. @johnnyryan