Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Behavioural Targeting vs Privacy (presentation mostly in Dutch)

1.678 visualizaciones

Publicado el

Presentation given (in Dutch) at Barcamp Antwerp, March 6 2010.

Storyline:
- explanation of (types of) behavioural targeting
- some background on (EU) privacy legislation
- discussion of legal/privacy issues with behavioural targeting

Two slides with quotes of the Dutch text of the e-privacy directive are fragments/screenshots of 2 slides of a presentation given by Bart van Aarnhem (twobirds.com) at a meeting of www.ecp.nl Februari 17th in The Hague.

Some web pages I took screenshots of:
http://www.google.com/ads/preferences/
http://www.networkadvertising.org/managing/opt_out.asp
http://blog.futtta.be/2010/01/22/add-to-any-removed-from-here/
http://www.privacywidget.com/
http://www.out-law.com//default.aspx?page=10550
http://www.wired.com/epicenter/2009/08/you-deleted-your-cookies-think-again/
http://googlesystem.blogspot.com/2009/03/behavioral-targeting-in-google-adsense.html
http://bits.blogs.nytimes.com/2008/12/17/your-privacy-is-protected-only-if-you-are-really-sick/
http://www.nytimes.com/2006/08/09/technology/09aol.html

More links at http://delicious.com/pascalvanhecke/behaviouraltargeting

  • Sé el primero en comentar

Behavioural Targeting vs Privacy (presentation mostly in Dutch)

  1. Behavioural targeting vs. Privacy
  2. Wie ben ik? <ul><li>http://pascal.vanhecke.info/ </li></ul><ul><li>http://weblog.vanhecke.info/ </li></ul><ul><li>http://twitter.com/pascalvanhecke </li></ul><ul><li>http://twitter.com/vanheckeinfo </li></ul><ul><li>http://www.linkedin.com/in/pascalvanhecke </li></ul>
  3.  
  4.  
  5.  
  6. <ul><li>“ identificeert doelgroepen waarvan interesse in een bepaald product, merk of dienst wordt herkend o.b.v. vertoond gedrag online” </li></ul>Behavioural targeting: wat?
  7. Soorten? <ul><li>Site-based </li></ul><ul><li>ISP-based </li></ul><ul><li>Ad network </li></ul>
  8. Site-based?
  9. Site-based Echter... Wat met 1 eigenaar – multiple sites? (Nugg.ad, Wunderloop...)
  10. ISP-based
  11. ISP-based
  12. ISP-based
  13. Ad networks <ul><li>Web bug </li></ul><ul><li>Players: </li></ul><ul><ul><li>Google, Microsoft, Yahoo... </li></ul></ul><ul><ul><li>Some 30 (US-based) smaller players </li></ul></ul>
  14.  
  15.  
  16. Privacy: wat?
  17. “ The right to be left alone”
  18. In de wet? <ul><li>Territoriale privacy </li></ul><ul><li>Privacy van je communicatie </li></ul><ul><li>Informationele privacy </li></ul>
  19. Informationele privacy <ul><li>“ Data Protection” </li></ul><ul><li>Richtlijn (“Directive”) 95/46 EC </li></ul><ul><li>Wet op de Privacy (BE),1992/1999 </li></ul><ul><li>Wet Bescherming persoonsgegevens (NL), 2000 </li></ul>
  20.  
  21.  
  22. Principes (waarover gaat het) <ul><li>'personal data' shall mean any information relating to an identified or identifiable natural person </li></ul><ul><li>This Directive shall apply to the processing of personal data wholly or partly by automatic means </li></ul><ul><li>shall not apply to the processing of personal data ... in the course of a purely personal or household activity </li></ul>
  23. Principes (wettelijke grond) <ul><li>toestemming </li></ul><ul><li>uitvoering van contract, wettelijke verplichting, vital interests </li></ul><ul><li>necessary for the purposes of the legitimate interests pursued by the controller </li></ul><ul><li>journalistic purposes or the purpose of artistic or literary expression </li></ul>
  24. Plichten: Controller must provide <ul><li>identity </li></ul><ul><li>purposes </li></ul><ul><li>notify if obtained elsewhere </li></ul>
  25. Rechten individu (“data subject”) <ul><li>whether or not data relating to him are being processed </li></ul><ul><li>purposes </li></ul><ul><li>what data (“in intelligible form”) </li></ul><ul><li>rectification </li></ul><ul><li>deletion </li></ul>
  26. Principes (data) <ul><li>collected for specified, explicit and legitimate purposes and not further processed in a way incompatible with those purposes. </li></ul><ul><li>adequate, relevant and not excessive </li></ul><ul><li>accurate </li></ul>
  27. Behavioural targeting vs. Privacy
  28.  
  29. Behavioural targeting: risico's <ul><li>Sentiment: creepiness </li></ul><ul><li>Client side: shared computers, over schouder meekijken </li></ul><ul><li>Ge/Misbruik voor andere doeleinden </li></ul><ul><ul><li>(law enforcement) </li></ul></ul><ul><li>Informatie-ongelijkheid: </li></ul><ul><ul><li>“ gepersonaliseerd” aanbod </li></ul></ul><ul><ul><li>Price differentiation </li></ul></ul>
  30. Behavioural targeting: rechtsgrond <ul><li>Toestemming of Gerechtvaardigd belang? </li></ul><ul><li>Vertaalt zich in de discussie naar: </li></ul><ul><ul><li>Opt-in (toestemming is belangrijk, moet expliciet zijn) </li></ul></ul><ul><ul><li>Opt-out: belang van de website eigenaar/ad network belangrijker dan privacy belang </li></ul></ul>
  31.  
  32.  
  33.  
  34.  
  35. Behavioural targeting: informatieplicht, recht op verwijdering/correctie
  36.  
  37. Behavioural targeting: “gevoelige gegevens”
  38.  
  39. Een voorsmaakje van de discussie: e-Privacy richtlijn
  40.  
  41.  
  42.  
  43.  
  44.  
  45. Conclusie...
  46.  
  47. Dank!

×