Date post: | 27-May-2015 |
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Business |
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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