Webinar deck from privacy webinar w/ OTA.

1. confiden'al
1
Protect
Your
Users’
Online
Privacy

2. confiden'al
2
Today’s
Presenters
Mark
Prince
Senior
Business
Consultant,
Privacy
&
Mobile
Ensighten
Craig
Spiezle
Execu've
Director
Online
Trust
Alliance
(OTA)

3. confiden'al
3
Agenda
! WHY
PRIVACY
MATTERS
! LEGISLATION
! ENHANCING
TRUST
AND
DATA
OWNERSHIP
! Q&A

4. confiden'al
4
Global
Leader
in
Omni-­‐Channel
Data
and
Tag
Management
The
Company:
Founded:
2009,
Chicago
Loca?ons:
San
Jose,
CA
(HQ),
London
Funding:
03/14:
$40M
Series
B,
Insight
Venture
Partners
09/12:
$15.5M
Series
A,
Voli'on
Capital,
Eastern
Advisors
Growth:
03/14:
Acquires
TagMan
Number
of
Employees:
185
By
the
Numbers:
525%
ROI
according
to
Forrester
1:1
omni-­‐channel
marke'ng
100%
of
devices
and
channels
supported
1
line
of
code
implementa'on
40%
website
page
load
accelera'on
$1.9
trillion
in
commerce
(total
revenue
of
Ensighten’s
Fortune
500
customers)
150+
countries
we
do
business
in
300
enterprise
customers
90%+
customer
reten'on
rates

5. confiden'al
5
Ensighten
Manage
–
Ensighten
TMS
! Fully
integrated
Tag
Management
System
(TMS)
! Deploy,
condi'onally
load
and
enrich
any
tag
! Mul'-­‐channel
and
mul'-­‐device
! Increases
client
performance
and
responsiveness
“Ensighten
Manage
gives
marketers
525%
ROI”
“Ensighten
Manage
gave
us
eight
digit
ROI."
"We
were
able
to
run
hundreds
of
tests
more
effecHvely
and
opHmize
for
performance
and
cost."

6. confiden'al
6
Ensighten
Privacy
Overview
Real-­‐'me
monitoring
of
data
collec'on
! Tracks
all
3rd-­‐party
website
tags
! Covers
ALL
tags
on
your
site,
both
inside
and
outside
the
TMS
! Checks
compliance
with
your
privacy
policy
Supports
any
privacy
prac'ces
! Do
Not
Track
(DNT),
UK
Cookie
Law,
Site
TOU,
Privacy
preferences,
etc.
Detects
new
tags
automa'cally
6

7. confiden'al
7
! Global
consumer
electronics
manufacturer
• Top
2K
Alexa
website
• Ensighten
Manage
customer
! Problem:
2011
Twiier
API
Malware
Outbreak
• Hacker
found
way
to
pass
a
URL
redirect.
• Small
%
of
visitors
were
redirected
a
password
phishing
site.
! Solu'on:
Listen
for
the
Twiier
response,
&
block
malware
only.
! Awarded
Fast-­‐Track
Patent
#8,261,362,
Oct.
2012
Use
Case:
Malware
Spawned
Ensighten
Privacy

8. confiden'al
8
Why
Does
Privacy
Maier?

9. confiden'al
9
Overload
of
Devices
and
Marke'ng
Technologies

10. confiden'al
10
Digital
Marketers
ROI
vs.
Data
Stewardship?
Data
Stewardship
vs

11. confiden'al
11
! Your
company
collects
data
and
does
not
share
it.
How
comfortable
are
you
with
your
data
stewardship?
! Your
company
collects
data
and
passes
it
to
one
technology
partner.
How
comfortable
are
you
with
your
data
stewardship?
! Your
company
collects
data
and
passes
it
to
five
partners.
How
comfortable
are
you
with
your
data
stewardship?
Data
Stewardship
Ques'ons
to
Ponder
About

12. confiden'al
12
Data
Stewardship
effect
on
Brand
Equity

13. confiden'al
13
Onset
of
Privacy
Regula'on
for
Site
Visitors
Privacy
regula'on
in
Europe
is
through
the
EU
ePrivacy
Direc've
May
26,
2011
The
EEC
adopted
E-­‐Privacy
Direc've
(Direc've
2009/136/EC)
ar'cle
5(3).
Based
on
US
FIPS
principles,
the
main
parts
of
ar'cle
5(3)
of
the
ePrivacy
regula'on
are:
! Disclosure
! Consent
! Enforcement

14. confiden'al
14
Disclosure
Company
Country
1’s
Privacy
Laws
Privacy
Policies
Country
2’s
Privacy
Laws

15. confiden'al
15
What
Cons'tutes
Consent?
Implicit
Explicit
All
Tracking
Allowed
Visitor
Offered
Opt
Out
Strictly
Necessary
Tracking
Allowed
Visitor
Offered
Opt
In
Your Web PageRibbon Text
Overlay
Content

16. confiden'al
16
Enforcement
Unpixeling
Condi'onal
Logic
Interface
Only
if
(consent)
then
{
fire
tracking
};
-­‐-­‐Opt
Out
Request-­‐-­‐-­‐>
<-­‐-­‐-­‐3rd
Party
Opt
Out-­‐-­‐

17. confiden'al
17
May
25,
2011
Estonia
Denmark
Germany
Switzerland

18. confiden'al
18
May
26,
2012
Austria
Bulgaria
Cyprus
Czech
Republic
Denmark
France
Greece
Hungary
Ireland
Latvia
Lituania
Luxembourg
Romania
Slovakia
Spain
Sweden
United
Kingdom

19. confiden'al
19
May
6,
2013
Belgium
Italy
Netherlands
Poland
Portugal
Slovenia

20. confiden'al
20
Todays
Privacy
Enforcement
Australia
China
India
Japan
Malaysia
Mexico
New
Zealand
Norway
Republic
of
Korea
Singapore

21. confiden'al
21
US
Privacy
Policy
is
Through
Self-­‐regula'on
and
Technology
DO
NOT
TRACK

22. confiden'al
22
How
has
the
US
Policy
Fared?
Congress
must
"make
sure
standards
and
rules
exist
to
ensure
consumers
do
not
have
to
be
more
tech
savvy
than
cyber
criminals
to
stay
safe
online.”
–
Sen.
John
McCain

23. confiden'al
23
So,
What’s
the
Outlook
in
the
US?
“Privacy
protec'on
cannot
be
achieved
by
technical
measures
alone”
The
US
Government’s
Posi'on
on
Privacy
Regula'on
“fundamentally
places
the
burden
of
privacy
protec'on
on
the
individual”
“Rules
and
regula'ons
provide
both
deterrence
of
harmful
ac'ons
and
incen'ves
to
deploy
privacy-­‐
protec'ng
technologies”

24. confiden'al
24
40%
of
the
Largest
Data
Breaches
Happened
in
2013
Tech
Government
&
Educa'on
Finance
&
Health
Bricks
&
Mortar
Breaches

25. confiden'al
25
Why
are
we
working
with
OTA?
Today
we
have
already
spoken
about:
• The
Complexity
of
a
Corpora'on’s
Web
Presence
• Data
Stewardship
• Effects
on
your
Brand
• Website
Visitor
Privacy
Regula'on
Worldwide
• Current
Events
• Data
Breaches
We
have
covered
a
lot
today…
…the
OTA
does
much
more!

26. OTA Overview
Enhancing Trust & Data
Stewardship
Craig Spiezle
Executive Director & President, OTA
https://otalliance.org

27. Who Is OTA?
Mission - To enhance online trust and empowering
users, while promoting innovation and the vitality of
the internet.
• Goal to help educate businesses, policy makers and stakeholders
while developing and advancing best practices and tools to
enhance the protection of users' security, privacy and identity.
• OTA supports collaborative public-private partnerships, benchmark
reporting, meaningful self-regulation and data stewardship.
• IRS approved 501c3 tax-exempt charitable organization
▫ Supported by over 100 leading brands, advertisers, marketers,
technology leaders, non-profits and government agencies.

28. Online Trust Audit & Honor Roll
Objectives:
• Move from a “compliance” mindset to “stewardship”
• Recognize leadership brands, sites & apps that implement
security and privacy practices protecting users’ data
• Incentivize businesses and developers to enhance their
security, data protection and privacy practices
• Make security & privacy part of a brand’s value proposition
• Increase awareness and preference for best practices
© 2014 All rights reserved. Online Trust Alliance (OTA) Slide 28

29. Brand
Protection
PrivacySecurity
Honor Roll Overview
• Analysis of ~800 web sites
▫ FDIC Banking 100
▫ Internet Retailer 500
▫ Top 50 Social
▫ Top 50 News
▫ Top 50 Gov’t
▫ OTA Members
• Up to 100 points @ in category
• Bonus Points
• Negative Scoring
▫ Data loss incident
▫ Fines or settlement
▫ Other
© 2014 All rights reserved. Online Trust Alliance (OTA) Slide 5

30. 2014 Highlights

31. Internet Retailer Top 10

33. Trends

34. Lowlights

35. Privacy
• Privacy Policy
• Do Not Track Status
• Ad / Third Party Tag Mgt
• Layered Privacy Policies
• Bi-lingual Policies
• Public Who Is (vs Private)
• Data Breach Incidents
• FTC / State Settlements
Brand
Protection
PrivacySecurity
© 2014. All rights reserved. Online Trust Alliance (OTA) Slide 26

36. Privacy Highlights

37. • Online Trust Honor Roll https://otalliance.org/HonorRoll
• Mobile Best Practices
https://otalliance.org/resources/mobile.html
• 2014 Data Protection & Breach Readiness Guide
https://otalliance.org/Breach.html
• Advertising & Content Integrity https://otalliance.org/3Pintegrity.html
• Email Security https://otalliance.org/auth.html
• Always On SSL https://otalliance.org/AOSSL.html
• SSL Best Practices https://otalliance.org/ssl.html
• SSL Labs https://ssllabs.com
• Privacy Score http://privacyscore.com/
Craig Spiezle craigs@otalliance.org+1 425-455-7400
Tools & Resources

38. confiden'al
38
Q&A

39. confiden'al
39
Download
the
New
Forrester
White
Paper
Forrester:
Big
Data’s
Big
Meaning
For
Marke?ng
Using
Big
Data
to
Deliver
Context
and
Personaliza'on
at
Scale
You’ll
be
redirected
to
download
the
white
paper
awer
this
webinar.

40. confiden'al
40
Thank
You
&
Meet
Ensighten
www.ensighten.com
@ensighten
company/ensighten
/ensighten
www.linkedin.com/company/ensighten
Tag
Management
For
Digital
Marke'ng,
Web
Analy'cs
and
IT
Web
Social
Discuss

41. confiden'al
41
Thank
You