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Data protection and privacy in the social web en 17072010
SOCIAL MEDIA ADVERTISING PLATFORM <br />DATA PROTECTION AND PRIVACY IN THE SOCIAL WEB<br />Michael Altendorf <br />Version 1.1 // 10.7.2010<br />
Inhalt<br />About ADTELLIGENCE<br />The ADTELLIGENCE Social Media Advertising Platform<br />Data protection at ADTELLIGENCE<br />Privacy and online advertising in Social Networks<br />Conclusion<br />
AboutADTELLIGENCE<br /><ul><li>ADTELLIGENCE is a high-tech company in the metropolitan Rhein-Neckar region that offers the first Social Media Advertising Platform
The technology offered by ADTELLIGENCE creates a foundation for successful business models in Web 2.0 and mobile platforms, increasing the competitiveness of social media services over traditional media.
The ADTELLIGENCE solution combines ad-serving, targeting, business intelligence, and analytics in one platform that can be accessed on the Internet.
ADTELLIGENCE was founded in Mannheim (May 2009) by Michael Altendorf and Dr. Cyrille Waguet, together with venture capitalists.
The ADTELLIGENCE team includes experts from SAP, Google, and IBM</li></li></ul><li>ADTELLIGENCE – Advertising in the Social Web<br />The ADTELLIGENCE Social Media Advertising Platform automates the delivery of ad campaigns. Campaigns are delivered only to users who correspond to a chosen target group. Attention time can be measured, and multiple groups simultaneously tested. For privacy reasons, onclusions about individuals are not available to the advertiser.<br />
Reporting, Recommendations & Analytics<br /><ul><li>Each campaign is evaluated in detail. Only aggregated data can be used, thus privacy protection is ensured at all times.
No personal data, such as the name or email of users, is stored by ADTELLIGENCE system. Identifying the user is not possible. Without an active opt-in, user information will not be passed to third parties. The personal data of the user is always safe. </li></ul>Age<br />Gender<br />Language<br />How old are the people who are interested in your product? <br />Men or women? Who prefers your product? <br />What language are the people interested in your product speaking? <br />Country of Origin<br />In which land/city/region are the most people clicking on your campaign?<br />Interests<br />Music<br />What do members of your target group do in their free time?<br />Does your target group like music? We know what style! <br />
Data Privacy at ADTELLIGENCE<br />This is our endeavor…. the employees of ADTELLIGENCE do not want their private data distributed in the Internet either. <br /><ul><li>ADTELLIGENCE has already directly developed a data protection report and has examined the legality.
Dr. Ulbricht from www.rechtzweinull.de has conducted an investigation and confirmed the legality of the report. The report can be downloaded at any time on the ADTELLIGENCE homepage: http://adtelligence.de/de/datenschutz
We use no personal data! We are not able to receive names, email addresses, or telephone numbers. Even when a Social Network like Facebook sends us a name, it cannot be processed by our interface.
Our main concern is transparency. All privacy and security regulations must be clearly communicated. This is the only way to generate acceptance.
The targeting engine from ADTELLIGENCE does not store cookies and does not save IP addresses. </li></li></ul><li>Data Privacy in Social NetworksHandling data: The tension between legal and personal boundaries <br />User Concerns<br />Legal boundaries<br /><ul><li>Today, data protection laws provide that the user must explicitly agree to the use of personal data by third parties ("OPT-in")
There are serious consequences for the re-use or violation of the use of personal information
It is expected that in the future, these provisions will be tightened.
Data privacy is a critical success factor in networks
Users gladly and willingly give a lot of info for a price. But if they feel ignored in the distribution of their data, even with legal safety, they rebel.
In the case of semantic advertising in GMAIL, there is the question: “Is Google reading my emails?”
Re-Targeting – Who is surfing behind me???</li></ul>8<br />
The Use of Data in Practice<br />Today and Tomorrow<br /><ul><li>Clear and open communication that ensures there is no personal data being passed on is expected by users.
Social Networks must clearly communicate that data is evaluated for the purposes of advertising. Users will accept this if the data is not personal, and if they can avoid premium usage charges by doing so.
The current legal situation allows for the anonymous storage of data for advertising purposes.
Anonymizing services and providers of opt-out offers in compliance with all provisions are continuing to gain ground.
eCommerce providers such as Amazon personalize offers for their buyers. If an eCommerce provider stores data from a user of a social network, it is not without the explicit opt-in of the user. Purchase information cannot be mixed with information from social networks without the consent of the user.
For the delivery of ads on social networks, cookies are not necessary, as opposed to with behavioral targeting. </li></li></ul><li>User profiles store different demographic and psychographic information<br />User Input<br />Legal Boundaries<br />Personal data<br />Demographic data: age, occupation, income, etc.<br />Interests such as music, movies, books, sports, and quotations<br />Geographic data like residential or study locations and destinations<br />Friends and social graph<br />Group activities<br />Wall posts and comments<br />Photos<br />Specials such as blogs or video podcasts<br /><ul><li>What was unimaginable a few years ago is now commonplace
People freely write about themselves, their interests, and their desires on the Internet
This information is no longer kept secret; it is seen as a means of communication with others.
User-generated content is thus voluntarily generated in Social Networks. </li></li></ul><li>A complete user profile can be very large<br />An example from MySpace<br /><ul><li>This is the MySpace profile of MySpace co-founder Tom Anderson
Tom is automatically the “the first” friend/contact after registration in the social network MySpace
Like almost all other users of a social network, he describes his interests, his taste in music, what movies he loves, how old he is, where he lives, and much more.
The adjacent profile is not unique in its detail.
The younger the user, the more data the so-called “digital natives” maintain. </li></li></ul><li>Not all data in a social network should be used. Data use from a data protection point of view:<br />Possible uses of data from user profiles <br /><ul><li>1. Personal Data
2. Demographic data: Age, profession, income etc.
3. Interests like music, movies, books, sports, and quotes.
4. Geographic data like residential or study locations and </li></ul> destinations<br /><ul><li>5. Friends and social graph
9. Specials such as blogs or video podcasts</li></ul>NO GO<br />OK<br />OK<br />OK<br />Only with the consent of the user<br />Only with the consent of the user<br />Only with the consent of the user<br />Photos are a very critical point<br />Only with the consent of the user<br />Message content ok? see Gmail<br /><ul><li>Further use of voluntary information from a user profile can only take place in accordance with data protection laws
Conclusion – Transparency is the key to resolving the debate about data privacy in Social Networks <br />New opportunities for online advertising in social networks offer many benefits, both for platform operators and for users. Amazon and Apple, for example, make much use of them. This is precisely why open communication is of particular importance when dealing with user data. Transparency leads to lasting acceptance. <br />Facebook and Google are dealing primarily with negative headlines in the media because they don‘t tell their users what they are doing. Three scenarios are described: <br />Anonymization<br />Pseudomization<br />With consent/ opt-in of users<br /><ul><li>User actively agrees to transfer their data – everything must be used.
Example: eCommerce Shop personalized like the new Levis Shop</li></li></ul><li>Questions? Write us an email at: <br />Datenschutz@adtelligence.de<br />Web: www.adtelligence.de<br />Become a fan: www.facebook.com/adtelligence<br />Publications: www.slideshare.net/michaelaltendorf<br />Contact: email@example.com<br />Twitter: www.twitter.com/Michael1980<br />