what are the categories of data and what is generally considered private versus not private?

1. October 2018 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Spectrum of Privacy –v2
secret personal
private
• login/passwords
• social sec #
• passport
• driver’s license
• fingerprint /DNA
• bank accounts
• credit card #s
• name
• address
• email/phone #
• medical history
• job /reviews
• school grades
• private msgs
• what I buy
• social media
pictures/posts
• my location
• my device ID
• my friends
• ?
“services which leak meta data are less private”
public
• what sites I visit
• what I search for
• what I type / click
anonymous

2. October 2018 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Spectrum of Privacy (2017)
Less private
More sensitive
More private
Less sensitive
secret personal public anonymous
• passwords
• social sec #
• passport
• name
• address
• email
• phone #
• social media
• geolocation
• cookies
• ad tech /
retargeting
• ?
Meta data No meta data
“services which leak meta data are less private”

3. October 2018 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Set of Privacy-Forward Services
crpt.info pass.wd netw.rk
• secure
messaging
• no meta
data
• strong
passwords
• easy to use
for humans
• device-to-
device
comms
• atomic
permissions
No meta data
brow.sr
• session
based keys
• perfect
forward
privacy
meta data
Key problem to solve:
weak
passwords
single
private key
d2d
comms
+ +
Meta data
Phone # and email used to
identify endpoints reveal
identity and meta data.
• ownership
• permissions
to spend
++
mon.ey
undemo-
cratic

4. October 2018 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Site I am visiting can show me ads
Consumer Privacy Levels –v3
Site I am visiting can track me and
set a cookie to know when I return
1st Party (Site that I am visiting)
Sites I am visiting can allow 3rd
parties to show me ads
3rd Parties (NOT the site I am visiting)
my device – use data to track me
across my devices
my behavior – what I look at, type or
click on a site
my personal info – collect personal
info
my location – know where I am and
where I move to