halt & catch fire: is pii no longer the third-rail of digital privacy?
TRANSCRIPT
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Alan ChapellChapell & Associates
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Personally Identifiable Information (PII):
A piece of data that may be used to identify, locate
or contact a person. Since the early days of online
media, PII has been known to cause Advertising
technology companies to spontaneously combust – where
control could not be regained.
Fifteen years later, its time to revisit these PII
merger rules
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Personally Identifiable
Data
Ad Serving Data
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Ad network model circa 2004
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Ten years later….
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Digital advertising model 2015
AdvertiserDSP
Audience / Customer / User
DMP
Data licensee
Mobile Data
licensee
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Adtech companies in 2015:
1st party data
de-emphasis on OBA
Using Ad Serving data to create utility
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IDFAEmail
MSFT IDOutlook ID
Advertising IDG+ ID
Samsung ID
FB IDEmail Address
Twitter HandleTwitter ID
LinkedIn IDEmail address
Verizon IDTelephone #
Telephone #Sub-ID
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Large Platforms:
Much larger than DCLK-Abacus
Merging PII with Ad Serving Data
Using PII as Targeting Criteria
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What are regulators doing /
saying about PII?
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+ Unlimited reach, regardless of technology
+ Access to the world’s largest user base
+ Massive consumer audience, and growing every day
UNDER ARMOUR CONNECTED FITNESS
THE UNIVERSAL HUB.
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THE RIGHT CONSUMERS. UNDERSTAND THEIR JOURNEY & JOIN THEM ON IT.
THE BEGINNER:ANNIE
AGE: 29WEIGHT: 155HEIGHT: 5’8”
LOCATION: LOS ANGELESZIP: 90243
LIVES IN: HOMEOWNS OR RENTS:
OWNS
BMI: 32.5 (HIGH)CALORIC INTAKE PER DAY: 2,250TARGET FAT INTAKE: 100 G/DAYTARGET CARB INTAKE: 374 G/DAYJUST LOGGED: CHICKEN SALADHOURS OF SLEEP: 6 PER NIGHTSTEPS PER DAY: 6,500ACTIVITY: EXERCISE 4 DAYS PER WEEKDEVICES OWNED: FITBIX FLEXMOBILE DEVICE: ANDROIDAPP PREFERENCE: MAPMYFITNESSFAVORITE STUDIO: CYCLAST EVENT: NONENUMBER OF MMF FOLLOWERS: 35
SHOPS AT: WHOLE FOODS, WEGMAN’SDRIVES: SUBARU OUTBACKFAVORITE ACTIVITIES: WALKING WITH FRIENDSREADS: US WEEKLY, LA TIMES
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How do you connect data silos?
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Two options for connecting data
1. Platform Controls
2. PII
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Platform Controls?
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The Platform Controls
No Cross-Platform AttributionLimited InsightsCan’t rate efficacy of media spendPlatform “not advertiser” owns data
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+ Unlimited reach, regardless of technology
+ Access to the world’s largest user base
+ Massive consumer audience, and growing every day
UNDER ARMOUR CONNECTED FITNESS
THE UNIVERSAL HUB.
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UNDER ARMOUR CONNECTED FITNESS
THE UNIVERSAL HUB.
PII
Advertiser owns data
Advertiser controls data use
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Summary:
PII merger rules created 15 years ago
Marketplace has changed Significantly
Regulators and PII
Platforms are using PII
PII helpful for structuring IOT data
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Logical Conclusion:
Maybe, just maybe…
AdTech should consider leveraging PII