Moderator: Larry Magid, Technology Analyst, CBS News
Alan Chapell, President, Chapell & Associates
Saira Nayak, Chief Privacy Officer, Tune
Alison Pepper, Senior Director of Public Policy, IAB
Introductions.
Larry: a true story: I was having dinner with friends, flight next morning. Giant Nexus lit up and gave him the information he was just talking about. Google knew because it reads his Gmail, based on tracking they made informed estimate. Deal with the devil. Understand why people think this is creepy. To panel: Both Apple and Google making big deal of being to switching between devices.
Saira: people want data, but are a bit schizophrenic, we need to manage consumer expectations. We don’t have consent-based regime, would be problematic. I like cross-device coordination but cross-device ad tracking…
Alison: some of us who use Mac like transfer to iCloud, automatic transferance, what device is doing and what’s storing where.
Larry: weak passwords adds to this problem. New devices have a link to the cloud, knows my pulse, steps. Could be valuable to brands who want to sell services or goods, but broadcasting vital, personal info about our bodies?
Alan: I don’t understand why people would do that, but friends do. Legitimate issue. Current industry standards: companies are not using for marketing, tends to be closed loop. Need to keep updating security.
Larry: I don’t broadcast, but I do upload to server of watch manufacturer. More important over time as devices measure more detailed info. Does need to be stored somewhere. What about security?
Saira: if you’re collecting that data, be a good steward and provide notice that you’re collecting it. Hackers will get in, but companies need to be mindful.
Alison: agreed, breaches over recent years focuses consumer’s attention, education opportunity.
Larry: his watch cost a fraction of cost of services that are offered from the device.
Saira: Fair Credit Reporting Act limits use of info in some area, other standards around targeted ads and facial recognition. Look at and applaud innovation.
Larry to audience: how many in audience are confident about data being safe? (no hands) General public might have a bigger reaction. Location data: commercial uses of data, first in Loopt. Safety implications, they wanted to make sure they were good citizens, but now everyone is collecting everything. FTC went after the flashlight vendor for collecting location data.
Alan: smart kids in a room, when they can collect they will. Upside: those are often same people that figure out something innovative to do with that data.
Alison: thinking of what’s cool first, privacy implications later (if at all). Lot of developers are more aware of privacy, privacy by design.
Saira: How many use Google maps? they’re a tool like a knife is a tool. New iOS app has blue bar that tells you you’re being tracked.
Larry: how many people read every disclosure for all apps they use? (one hand) I wrote the book on safety and privacy, but who has time?
Alison: we worked with Digital Ad Alliance, apps
Larry: location-based ads like coupon while walking by Starbucks.
Alison: you’re not looking to alienate your customers. There were four within blocks of my office, if I had received a coupon for each one I’d have been annoyed.
Alan: the question is what is scope of the consent?
Larry: what’s it really mean to have ‘informed consent?”
Alan: number of policy docs that people need to consider is huge.
Larry: to Facebook’s credit, making policies more readable.
Alan: is that a good thing?
Saira: your location and (other) data are now part of your stream.
Alan: more data is being collected for more uses.
Saira: alternative is accountability.
Larry: COPPA, FERPA for children?
Alan: directionally, intent of COPPA is laudable and maybe effective, but update to COPPA has unintended consequences.
Saira: market for kids has dried up. That’s not a good development, is something to think about. What is contextual advertising? Mobile apps?
Larry: speech: nothing effectively bans 1st amendment but COPPA does, violates UN Rights of Child in freedom of expression.
Mary: Customer Commons and Open Notice, to memorialize transactions. User-submitted terms (ignite talk coming). There are practical tools, open standards, meant to be widely used.
Larry: technologies that let you look at what you’ve posted. Q to audience: how many have confidence in self-regulation?
Alison: I’ve been working on this for a while. Self-regulation sets a standard. The principles can’t be static, they’re evolving and enforced.
Alan: if you want to develop an accountability mechanism, need to get agreement on definition of “this.” Some places do this, areas that they focus on have agreement on key elements (DNT process doesn’t have agreement on what “tracking” means).
Saira: I agree, think the system we have is combination of self- and co-regulation. Industry needs to be there. Our system gave birth to this technology market, look at benefits.