scientists on User Privacy Develop tools & frameworks that help - - PowerPoint PPT Presentation

• USEMP (http://www.usemp-project.eu) is an EU

multi-disciplinary research project

• Perspectives from legal experts, engineers,

computer scientists, marketing experts and social scientists on User Privacy

• Develop tools & frameworks that help end-users

understand what can n be infer erred ed from

• m the

e persona sonal data ta sh shared ed in Social Networks and the web and what t is the value ue of the e data a they y are e sharing ring

https://databait.hwcomms.com/

USEMP study on users’ attitudes on online privacy (Belgium; n=46; %) WEB and OSN users perception of privacy in Europe

• Online

e prese sence nce awarenes eness: s: feedback k and control:

• l: a set of tools should be

available to improve online e management ement of p perso sonal nal data a enabling users to exercise their data protection and privacy rights and understand how they personal data are used and for what purpose

• Econo

nomic mic Value e Awaren eness: ess: feedbac ack k and control:

• l: a set of tools should be

available to raise users’ awareness concerning the economic value of the data they are sharing with digital marketing & advertising networks

• Profile

le & Algori rith thmi mic c Transp spar aren ency: y: a set of tools should be available to help users increasing their awareness how they are being targeted, categorized or profiled.

• Data licens

nsing ng agreement: ement: marketing and advertising networks should develop Data Licensing Agreement (DLA) that highlights the mutual commitment between the platform providers and the end-user following legislative framework in a clear and concise manner along with a set of tools to allow end-users to dynamically provide or withdraw their consent with for the use of their data under specified DLA.

How can digital marketing & advertising providers enable USEMP vision:

• transpar

sparenc ency y of perso sonal al data use to the end-user er: it should be possible for the end-consumer to understand which entity has access to which part of his/her personal data and for what purpose/action

• transpar

sparenc ency y of value e of shared ed perso sonal al data a to the end-user ser: it should be possible for the end-user to understand the value that their shared personal data generate

• end-use

ser dynam amic c consent: sent: it should be possible for the end-consumer to opt-in/opt-

• ut his/her data dynamically to 3rd parties that wish to use them declaring their

purpose

• transpar

sparenc ency y of infer erences ences & class ssif ifica icatio ions to the end-user ser: : it should be possible for the end-user to access the inferences & classifications that are related to his/her personal profile based on the data he/she has shared but also based on data shared by other end-users

• innovati

tive e busines ess s models: els: it should be possible to develop new business models for digital marketing and advertising where part of the generated value can be directed towards end-user

OSN user as a micro-publisher

Assumptions

– more & more end-users will utilize either DNT or ad- blockers to reject advertisements (see for example ref. . 2) due to their sensitivity in they way their personal data are tracked and used

Basic idea

– Interest graph is computed locally by the browser – New type of targeting happens locally by the browser – Ads that use this type of targeting require access to the locally computed interest graph and this transaction is registered

web browser

• wser extensio

nsion n that will be able to

• compute, update and store the interest graph of a user based on his/her browsing history

a a browser

• wser API that
• will expose and manage requests to access the interest graph to smart ads running

locally on the browser with the ability to generate and register transactionIDs

• these registered transactionIDs can be used for developing new business models where

the media advertising revenue is split between the publishers and the end-user a a smart adverts framewor

• rk

k that wil ill allo low: w:

• ads to request information for the end-user interest graph in the absence of 3rd party

cookie support

• to get a transactio

ionID that is registered also with the browser and can used for registering clicks with the ad.server, this can be used for auditing (or reconciliation purposes) new busin iness mode del for advertisin ising g & marketin ing g

• can revenue be split with consumers
• can these transaction id piggyback to a blockchain-like pseudocurrency

a) a standardization of the interest graph ontology & data model for advertising & marketing purposes b) standardization of the metadata shared by publishers for constructing efficient interest graph computation algorithms c) a standardization of the useragent API and platform bindings for offering access to the interest graph smart ads