Digital Marketing, Privacy, and New Technologies. Jules Polonetsky, CEO Future of Privacy Forum

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Marylou Lindsey
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1 Digital Marketing, Privacy, and New Technologies Jules Polonetsky, CEO Future of Privacy Forum

Future of Privacy Forum The Members 140+ Companies 25+ Leading Academics 10+ Advocates The Mission Bridging the policymaker-industry-academic gap in privacy policy Developing privacy protections,

2 Future of Privacy Forum The Members 140+ Companies 25+ Leading Academics 10+ Advocates The Mission Bridging the policymaker-industry-academic gap in privacy policy Developing privacy protections, ethical norms, & workable business practices The Workstreams Connected Cars Student Data Location & Ad Tech Internet of Things Ethics & De-identification Smart Cities

3 Democratization of Data Companies selling their data for online appending via the BlueKai Marketplace (data made available by third parties who have linked data to cookies)

4 Linking Online & Offline Data

5 But the Cookie is Crumbling The cookie is increasingly ineffective because: Cookies can only identify a user within the same browser Increasing % of browsing is on mobile browsers (Safari blocks third-party cookies by default + uses machine learning to further limit tracking in latest OS) Increasing % of web behavior occurs in apps. No link to cookies/web browsing. Consumers today access the web via an expanding array of devices and platforms: Devices Phones PCs Tablets/eReaders Media Streaming / Gaming Wearables Virtual Reality Home Control Consumer Software Search Engines Location Services Speech Recognition Office Suites Services Mobile Messaging Social Networks Cloud Services Photos Video / Music Players Platforms Operating Systems Browsers App Stores Ad Networks Social Plug-Ins Analytics

6 Mobile Apps Apps do not support cookies. Initially, third parties tracked in apps using device identifiers -- platforms replaced with Apple IDFA and Android Advertising ID ID=NULL

7 Mobile Web Browsers Safari blocks third party cookies by default New in Safari Intelligent Tracking Prevention (in ios 11 and macos High Sierra) ML-based partitioning of third party cookies from domains with which the user doesn t interact source: netmarketshare.com

(The Rise of) Cross Device Tracking Identifying the same

advertising effectiveness (attribution), understand consumer

8 (The Rise of) Cross Device Tracking Identifying the same person across platforms and devices, in order to measure advertising effectiveness (attribution), understand consumer behavior, and target content. Deterministic Methods: 1. Authenticated Services 2. Matching Across Websites & Apps Probabilistic Methods: 3. Home Wi-Fi IP Address 4. Browser Fingerprinting

9 Services Used On Multiple Devices

10 Data Matching Across Websites & Apps Third-Party Data

11 Wi-Fi (IP Address or Local Router SSID) For example: multiple devices probably belong to the same owner if they access the Internet via the same home Wi-Fi router, at roughly the same time each evening.

12 Browser Fingerprinting Browsers & devices have unique attributes that allow creation of a statistical identifier or fingerprint. Also called server side recognition, this enables, e.g. linkage of a user of a mobile app to that same user s mobile browsing on the same device. Browser is queried for its agent string, screen color depth, language, installed plugins, timezone offset and other capabilities, such as local storage and session storage; 18 bits of entropy, meaning that only one in 286,777 other browsers will share its fingerprint; For mobile, time differential latency also used. useragent // "Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/ (KHTML, like Gecko) Chrome/ Safari/537.36" language // en-us plugins "Plugin 0: Chrome PDF Viewer; ; mhjfbmdgcfjbbpaeojofohoefgiehjai. Plugin 1: Chrome PDF Viewer; Portable Document Format; internal-pdf-viewer. Plugin 2: Native Client; ; internal-nacl-plugin. Plugin 3: Shockwave Flash; Shockwave Flash 27.0 r0; pepflashplayer.dll. Plugin 4: Widevine Content Decryption Module; Enables Widevine licenses for playback of HTML audiovideo content. version: ; widevinecdmadapter.dll. " platform do not track // Win32 // yes timezone // 240 screen resolution // 1920x1080x24

Services Mobile Sensors (GPS, Cell Towers,

13 Geo-Location Data Many purposes, e.g. cross-device identification; location-based personalization; audience segmentation; and enhancing in-store experiences Location Services Mobile Sensors (GPS, Cell Towers, Carrier Triangulation, Wi-Fi, Bluetooth Beacons, and Emerging Alternatives)

controlled by Mobile OS Mobile OS gets user permission during set up for

14 Location Services Aggregate of GPS, Cellular Triangulation, Wi-Fi signals, and Bluetooth positions More accurate than an individual system Derived and controlled by Mobile OS Mobile OS gets user permission during set up for OS-company s uses Apps and websites need to get Location Permission from user via OS to access 14

15 Multiple Opt-Outs

Other Mobile Location Methods Cell Tower Location (course) Carrier Triangulation There are publicly (and privately) available databases of Cell Tower IDs and their known locations All OS s + Android

16 Other Mobile Location Methods Cell Tower Location (course) Carrier Triangulation There are publicly (and privately) available databases of Cell Tower IDs and their known locations All OS s + Android apps can detect Cell IDs and associated signal strengths without receiving location permission from user Cell Tower Database Unique Cell Towers Availability OpenCellID > 6 million Public Combain > 72 million Private LocationAPI.org > 72 million Private Mozilla > 26 million Public Navizon > 71 million Private MyInkikov GEO > 15 million Public WiGLE > 6.8 million Private ios apps cannot detect

17 Wi-Fi Signals WPS Unique Addresses Opt Out? Google Unknown _nomap Microsoft Unknown Enroll MAC Skyhook Unknown Enroll MAC/IP LocationAPI.org > 709 million _nomap Mozilla > 272 million _nomap Combain > 602 million _nomap Navizon > 480 million No WiGLE > 198 million Enroll MAC Databases of all MAC addresses/ip of Wi-Fi routers and their known locations - limited Opt Out choices for the owners of routers

18 Beacons (Proximity Data) Consist of a chip and other electronic components (e.g., antenna) on a small circuit board. Radio transmitter that sends out a one-way signal to devices equipped to receive it.

20 Beyond Apps Google s Eddystone & the Physical Web Beacons can now trigger OS-level notifications and permit actions (such as clicking on a link or launching an app) User must enable The Physical Web, directly on Android or via Chrome on ios

21 Emerging Proximity Alternatives LED Audio Magnetic

22 Mobile Location Analytics Network-based technique Available to brick-and-mortar businesses and 3rd-party partners Rotating mobile-device MAC address limits tracking (to a partial extent) Currently on iphone/ios devices only IEEE is developing a rotating-identifier standard

23 Self-Regulatory Efforts Led By FPF

24 Self-Regulatory Efforts Led By FPF

25 Ongoing Issues & Projects When is data personal vs. anonymous? Internet of Things and Connected Vehicles Facial Recognition Direct-to-Consumer Genetic Testing Big Data, Algorithmic Discrimination & Civil Rights

26 New Technologies to the Rescue? Safari Intelligent Tracking Prevention Uber Open Source Differential Privacy Tool Google Homomorphic Encryption Blockchain powered ad networks

Questions? Jules Polonetsky JulesPol@fpf.

27 Questions? Jules

igital Marketing urrent Techniques, Choices, d Privacy Controls he Future of Marketing in the ra of Trump and Brexit 26.16

igital Marketing urrent Techniques, Choices, d Privacy Controls he Future of Marketing in the ra of Trump and Brexit 26.16 uture of Privacy Forum e Future of Privacy Forum is a non-profit organization