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IVIR summer school slides

Deck from IVIR summer school

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IVIR summer school slides

  1. 1. Ivir summer school
  2. 2. @johnnyryan
  3. 3. Article 8 Cookie walls
  4. 4. Ad server SSP Step 2. Ad server selects an SSP Step 3. SSP selects an exchange Step 7. DSP serves agency creative Step 8. Assets load from CDN Step 9. Agency ad server loads verification vendor MARKETERS website.com AD Winningbid Ad server javascript SSP javascript DMP DMP DMP DMP DSP DSP DSP DSP DSP DSP javascript Ad server javascript Step 6. Exchange serves winning bid Verification javascript Agency ad server Verification vendor Winning DSP Step 1. User requests webpage Ad exchange Step 4. Exchange sends bid requests to hundreds of partners Step 5. Exchange lets some DMPs/ DSPs to refresh cookie sync CDN DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP DSP This is the current process of real-time bidding that is used in online behavioural advertising. DATA LEAKAGE IN ONLINE ADVERTISING Channel of data leakage Legend Money
  5. 5. Everybody you have ever known can be profiled
  6. 6. IAB Europe
  7. 7. “The ePrivacy Directive clarifies that access to ‘website content may still be made conditional on the well-informed acceptance of cookies’ and use of similar tracking technologies. Digital services, such as websites or apps are generally permitted to require users to consent to the collection their personal data through cookies or similar technologies before allowing them to use a service.” IAB Europe, November 2017
  8. 8. ePrivacy Directive, Recital 25
  9. 9. ePrivacy Directive, Recital 25 (as selectively quoted by the IAB) 25.Access to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device., if it is used for a legitimate purpose. website content may still
  10. 10. GDPR, Article 95
  11. 11. “Article 95 GDPR on the relationship of the GDPR with the ePrivacy Directive establishes that the ePrivacy Directive's more specific rules prevail over rules of the GDPR” IAB Europe, November 2017
  12. 12. GDPR, Article 95 This Regulation shall not impose additional obligations … in relation to processing in connection with the provision of publicly available electronic communications services in public communication networks in the Union in relation to matters for which they are subject to specific obligations with the same objective set out in Directive 2002/58/EC. .
  13. 13. GDPR, Article 95 This Regulation shall not impose additional obligations … in relation to processing in connection with the provision of publicly available electronic communications services in public communication networks in the Union in relation to matters for which they are subject to specific obligations with the same objective set out in Directive 2002/58/EC. .
  14. 14. ePrivacy Directive, Recital 25
  15. 15. ePrivacy Directive, Recital 25 (as selectively quoted by the IAB) 25.Access to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device., if it is used for a legitimate purpose. website content may still
  16. 16. ePrivacy Directive, Recital 25 (as selectively quoted by the IAB) 25.Access to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device., if it is used for a legitimate purpose. website content may still This is an allowance, not an obligation
  17. 17. ePrivacy Directive, Recital 25 (as selectively quoted by the IAB) 25.Access to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device., if it is used for a legitimate purpose. website content may still This is an allowance, not an obligation This is a recital, not an article
  18. 18. 25.Access to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device, if it is used for a legitimate purpose. ePrivacy Directive, Recital 25 (as selectively quoted by the IAB)
  19. 19. to facilitate the provision of information society services ... 25.Access to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device, if it is used for a legitimate purpose … such as ePrivacy Directive, Recital 25
  20. 20. to facilitate the provision of information society services ... 25.Access to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device, if it is used for a legitimate purpose … such as ePrivacy Directive, Recital 25 Article 29 WP (2013):
 not “general access”
  21. 21. to facilitate the provision of information society services ... 25.Access to specific website content may still be made conditional on the well-informed acceptance of a cookie or similar device, if it is used for a legitimate purpose … such as ePrivacy Directive, Recital 25 Article 29 WP (2013):
 not “general access”
  22. 22. any service normally provided for remuneration, at a distance, by electronic means and at the individual request of a recipient of services. For the purposes of this definition: ... "at the individual request of a recipient of services" means that the service is provided through the transmission of data on individual request. Directive 98/34/EC, Article 1(2) .
  23. 23. IAB Europe website
  24. 24. European privacy regulators are like ents: Terrifying, once awoken. European privacy regulators are like ents: Terrifying, once awoken.
  25. 25. Article 10 Privacy by design and by default
  26. 26. MUST BE ASKED AT INSTALLATION based on the e-Privacy Regulation draft text amended by the European Parliament LIBE Committee’s Rapporteur’s draft report, June 2017 Default, per LIBE Recital 23. Accept all tracking Reject all tracking OK Reject tracking unless strictly necessary for services I request Accept only first party tracking Tracking Preferences
  27. 27. MUST BE ASKED AT INSTALLATION based on the e-Privacy Regulation draft text amended by the European Parliament LIBE Committee’s Rapporteur’s draft report, June 2017 Default, per LIBE Recital 23. Accept all tracking Reject all tracking OK Reject tracking unless strictly necessary for services I request Accept only first party tracking Tracking Preferences LIBE test proposes this in Recital 23, though Recital 21 as amended appears to make it unnecessary”.
  28. 28. Accept all tracking Reject all tracking OK Reject tracking unless strictly necessary for services I request Accept only first party tracking Tracking Preferences 56% 20%19% 5% Thinking of yourself as a visitor to websites, what would you select if shown this message?
  29. 29. “Behavioural”
  30. 30. Conventional “Broadcast” Behavioral “Local” Behavioral Safe data “Broadcast” Behavioral ///
  31. 31. @johnnyryan

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