In this presentation we want to make the privacy issues in social networks more transparent! Send us a mail if you would have further questions

1. SOCIAL MEDIA ADVERTISING PLATFORM DATA PROTECTION AND PRIVACY IN THE SOCIAL WEB Michael Altendorf Version 1.1 // 10.7.2010

2. Inhalt About ADTELLIGENCE The ADTELLIGENCE Social Media Advertising Platform Data protection at ADTELLIGENCE Privacy and online advertising in Social Networks Conclusion

4. The technology offered by ADTELLIGENCE creates a foundation for successful business models in Web 2.0 and mobile platforms, increasing the competitiveness of social media services over traditional media.

5. The ADTELLIGENCE solution combines ad-serving, targeting, business intelligence, and analytics in one platform that can be accessed on the Internet.

6. ADTELLIGENCE was founded in Mannheim (May 2009) by Michael Altendorf and Dr. Cyrille Waguet, together with venture capitalists.

8. Impressionen Business Intelligence Targeting 2.0 Geo-Targeting Socio-Psychographic Targeting Interest Mixer Self-Booking Platform Analytics 2.0

10. No personal data, such as the name or email of users, is stored by ADTELLIGENCE system. Identifying the user is not possible. Without an active opt-in, user information will not be passed to third parties. The personal data of the user is always safe. Age Gender Language How old are the people who are interested in your product? Men or women? Who prefers your product? What language are the people interested in your product speaking? Country of Origin In which land/city/region are the most people clicking on your campaign? Interests Music What do members of your target group do in their free time? Does your target group like music? We know what style!

12. Dr. Ulbricht from www.rechtzweinull.de has conducted an investigation and confirmed the legality of the report. The report can be downloaded at any time on the ADTELLIGENCE homepage: http://adtelligence.de/de/datenschutz

13. We use no personal data! We are not able to receive names, email addresses, or telephone numbers. Even when a Social Network like Facebook sends us a name, it cannot be processed by our interface.

14. Our main concern is transparency. All privacy and security regulations must be clearly communicated. This is the only way to generate acceptance.

16. There are serious consequences for the re-use or violation of the use of personal information

17. It is expected that in the future, these provisions will be tightened.

18. Data privacy is a critical success factor in networks

19. Users gladly and willingly give a lot of info for a price. But if they feel ignored in the distribution of their data, even with legal safety, they rebel.

20. In the case of semantic advertising in GMAIL, there is the question: “Is Google reading my emails?”

21. Re-Targeting – Who is surfing behind me???8

23. Social Networks must clearly communicate that data is evaluated for the purposes of advertising. Users will accept this if the data is not personal, and if they can avoid premium usage charges by doing so.

24. The current legal situation allows for the anonymous storage of data for advertising purposes.

25. Anonymizing services and providers of opt-out offers in compliance with all provisions are continuing to gain ground.

26. eCommerce providers such as Amazon personalize offers for their buyers. If an eCommerce provider stores data from a user of a social network, it is not without the explicit opt-in of the user. Purchase information cannot be mixed with information from social networks without the consent of the user.

28. People freely write about themselves, their interests, and their desires on the Internet

29. This information is no longer kept secret; it is seen as a means of communication with others.

31. Tom is automatically the “the first” friend/contact after registration in the social network MySpace

32. Like almost all other users of a social network, he describes his interests, his taste in music, what movies he loves, how old he is, where he lives, and much more.

33. The adjacent profile is not unique in its detail.

35. 2. Demographic data: Age, profession, income etc.

36. 3. Interests like music, movies, books, sports, and quotes.

38. 6. Group activities

39. 7. Wall posts and comments

40. 8. Photos

44. Example: Facebook Connect

45. No name or email may be shared

46. Advertising to groups, not to individuals

47. Only aggregated data

48. No opt-in for advertising possible

49. Only temporary storage

50. No personal data