LinkedIn Tech Talk Mountain View November 16, 2011 http://linkd.in/s3tUP8 Today's engineer CPO, and I'm one, must deeply involve themselves with the technology and product design process to bake-in privacy. This new breed of CPO is comfortable in an engineering scrum, product focus group, reviewing pending regulations, or analyzing A/B test results. They have the historical awareness, frontier spirit, regulatory caution, technical chops, and innovator's curiosity to work through the toughest data issues. The promise of the engineer CPO is that products, not only safeguard privacy, but compete on it.

1. Austin Alleman @allemanau
The Accidental Chief Privacy Officer
Jim Adler
Chief Privacy Officer & General Manager, Data Systems
Intelius
twitter: @jim_adler
http://jimadler.me
LinkedIn Tech Talk
November 2011

2. About INTELIUS
• Direct-to-consumer
provider of public
information about
people and businesses.
• Discover each other to make better decisions and empower
yourself to take control of your reputation.
• comScore top 100 site; 11M unique, paying customers.

3. Billions of Records
The “Big Data” People Search Problem
300 Million People
Randolph
Hutchins
Philip 5 People
Collins
375 People Jim Adler 213 records mapped
213 Records
37 People Gwen to the correct 37 Jim Adlers
Fleming
2 People
Jim Adler
Carol Brooks McKinney, TX
9800 Records Jim Adler Age 57
1250 People Houston, TX
Age 68
Jim Adler
Hastings, NE
Age 32 Jim Adler
Canaan, NH
Age 59
Jim Adler
Redmond, WA
Age 48
Jim Adler
Denver, CO
Age 48

4. Intelligence
Geek Dweeb
I am not an
Nerd
Attorney
Social
Obsession Dork Ineptitude

6. Eclectic Innovators
Richard Feynman
Norio Ohga
Physics
Sony President
74 min CD
Steve Jobs
‘nuff said
Jeff Jonas
Mark Zuckerberg Big Data
Real Names Privacy by Design

7. Agenda
Austin Alleman @allemanau
Innocence Frontier Regulation Innovation

8. Frontier

9. The surface web is small…
167 Terabytes

10. Compared to the deep web…
91,000 Terabytes

11. ~20
Exabytes
(20B GB)
Data from
dawn of civilization
through 2002
Data from
April 2011

12. For lots of reasons… (some regulated)
CALLER ID OF HARASSING ONLINE SHOPPERS RECONNECTING OUT-OF-TOUCH
PHONE CALLS VERIFYING ONLINE SELLERS FAMILY MEMBERS LAW
BANKING
SERVICES ADOPTED KIDS SEEKING THEIR ENFORCEMENT
LEARNING ABOUT AIRLINES TRYING TO
BIOLOGICAL PARENTS
A BUSINESS RETURN LOST LUGGAGE NETWORKERS SEEKING
BUSINESS OPPORTUNITIES
SOCIAL NETWORKERS LOOKING TO
PROFESSIONALS LEARNING ABOUT
EXPAND THEIR FRIENDS LIST
COLLEAGUES AT CONFERENCES SOCIAL WORKERS WHO NEED TO KNOW
SINGLES CURIOUS ABOUT THE MORE ABOUT THEIR CLIENTS
PEOPLE THEY MEET LAWYERS NEEDING QUICK ACCESS
TO COURT RECORDS FIND OWNER OF DOG’S
INVESTIGATIVE JOURNALISTS GENEALOGISTS CULTIVATING
RELATIVE FOR TRANSPLANT
RUNNING DOWN LEADS THEIR FAMILY TREE
CHECKING OUT A
PROSPECTIVE TENANT RESEARCH
SALES PROFESSIONALS LOOKING
NON-PROFIT ORGANIZATIONS
FOR NEW PROSPECTS
LOOKING FOR SUPPORTERS ALUMNI GROUPS PARENTS ENSURING WHO
ARRANGING REUNIONS ANYONE RETRIEVING
BUSINESSES THAT NEED TO UPDATE CONTACT THEIR KIDS SAFETY
COURT RECORDS
INFORMATION ON CUSTOMERS CHECKING OUT A
FINDING PEOPLE THAT HAVE THE
PROSPECTIVE DATE SHARING
THOSE IN LEGALLY ENTANGLED SAME ILLNESS AS YOU
LOOKING FOR COURT RECORDS FIANCÉS AND THEIR CURIOUS ANYONE WHO NEED ADDRESS
FAMILY MEMBERS HISTORIES FOR PASSPORTS
ANYONE CURIOUS ABOUT WHO'S
EMAILING OR CALLING THEM CHECKING OUT A PROSPECTIVE SOCIAL FINDING LONG-LOST FRIENDS, MILITARY
NETWORK CONNECTION BUDDIES, ROOMMATES, OR CLASSMATES
RESEARCHING A
PROSPECTIVE EMPLOYEE
REGULATED

13. Providing major benefits…
• 51% “major benefit” is ease and convenience
• 41% “major benefit” is portability
• 39% “major benefit is sharing
– Use of Cloud Computing Applications and Services, Pew 2008

14. But real concerns…
• 90% “very concerned” if data sold
• 80% “very concerned” if photos used for marketing
• 68% “very concerned” if data used to serve them ads
– Use of Cloud Computing Applications and Services, Pew 2008

15. A Prescient Venn Diagram?

16. Innocence

17. When towns were small …

18. “The only thing worse than being talked
about, is not being talked about.”
− Oscar Wilde
Density↓ → Anonymity↓ → Privacy Expectation↓

19. “Good Fences Make Good Neighbors”
- Mending Wall, Robert Frost
Density↑ → Anonymity↑ → Privacy Expectation↑

20. “In times of rapid change, experience could
be your worst enemy.”
− J. Paul Getty
#@?$!!
“Privacy
Vertigo”
Density↓ → Anonymity↓ → Privacy Expectation↓

21. What’s in a Nym?
Source: Intelius

22. Regulation

23. How should we think about privacy?
PRIVACY
CONSEQUENCES

24. Public speaking is publicly public

25. Voting is a privately public

26. And some things are publicly private

27. Your home is clearly private

28. Privacy and Power

29. And the Constitution protects your privacy from government …

30. But no Constitutional protections between citizens

31. It would be nice … to use familiar framework

32. Tweeting is (mostly) public

33. Cloud banking clearly private

34. Cloud dating is public confidential

35. Federal Trade Commission Guidance
• Fair Info Practice
Principles (FIPPs)
• “Privacy by Design”
• Consent unnecessary
for commonly
accepted practices
• Increased
transparency

36. Confusion Matrix
PREDICTED
“Match” “No Match”
“Match” True Positive False Negative
A CTUAL
“No Match” False Positive True Negative

37. “Policy” Confusion Matrix
R E G U L AT I O N S
“Data Use” “Data Access”
INSERT
Fair Credit CONFUSED
V I O L AT I O N S
“Data Use”
Reporting Act REGULATIONS
HERE
4th Amend,
GLBA, COPPA,
“Data Access” Ø DPPA, HIPPA,
ECPA,
State Breach Laws

38. Innovation

39. Compliance “Evolved”
Raw Materials
Product
Marketing
Development
Marketing Product
CPO
Technology Compliance
Quality
Release
Acceptance
Compliance

40. Hilary Mason’s Maxim
Math + Code = Awesome
Quants
Making a killing on Wall Street but still can’t impress the chicks
Weakonomics.com

41. Corollary to Mason’s Maxim
Values * (Math + Code) = Awesome

42. First Social Network: The Dinner Table
We eat. We share.

43. A Pescatarian Digression

44. ~20 ~10,000
Exabytes GCal
(20B GB)
Data in April 2011 Food in April 2011

45. Food Policy Leads Privacy Policy
Peanut Butter
Pure Food Hearings
Political Heat / Scientific Light
Act
Labeling Reform
FTC Est.
“Snake
Civil Food
Rights
Oil”
Privacy
Packaged GMO
Foods
“Robber Social
Barons” FCRA Media
Adoption
1880 1900 1920 1940 1960 1980 2000
Date

46. “Give Peas a Chance”
Mendel’s Peas Monsanto’s Corn
?
=

47. “Give me the bad news first, Doc”
=
“CDC reports investigations of outbreaks”
“46 states & DC require notification of a
databreach. National legislation
upcoming.”

48. Opaque Transparency Does Not Inform

49. Transparency Allows Data Driven Decisions

50. YOU
%
%
%
%
%
%
=

51. TrueRep.com: Control comes from Awareness
• 360° view of your
public profile
• Awareness, control, pr
omotion
• Privacy controls
• Comment on your on
public profile
• Reputation
management
• Stay tuned …

53. Reports of privacy’s death have been greatly exaggerated …
1. Innovation is a team sport
2. Drive confluence of influence
within your org
1. Be the happy warrior
1. Find clarity within confusion

54. Questions?
Jim Adler
Chief Privacy Officer & General Manager, Data Systems
Intelius
twitter: @jim_adler
http://jimadler.me