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1:51:47 PM Keri Morgret: Welcome! This is the first time SMX has had a session about "do not track".
1:52:39 PM Keri Morgret: In Europe, there are some laws coming that will make it so a website needs to get explicit tracking permission from the user.
1:53:45 PM Keri Morgret: Kevin Lee from DidIt is up first.
Beyond Search, convergence.
We are at the inflection point. Better targeting through media marketplaces can bring us to the holy grail of advertising. Relevance is part of this holy grail.
1) Marketers get to spend more of their budget towards their best prospects/customers.
2) Searchers only see ads that marketers want them to see.
1:55:55 PM Keri Morgret: Do not track could help kill ad relevance. Consumers don't care as much, but it is big for advertisers.
1:56:10 PM Keri Morgret: Can privacy and relevance exist together?
We have an educational challenge.
Consumers mistake anonymous profiles with privacy breaches.
The press is fueling the debate, killing themselves in the process.
Can the only industry calm this hysteria?
Implications if third-party cookies die.
Analytics, third-party adserving, ad network cookies, exchange cookies, affiliate network cookies.
We still have direct referrer data, as the HTTP referrer is not likely to come under attack. First-party cookies also allow for inbound keyword analytics.
1:58:37 PM Keri Morgret: In the US, we're not sure what's going to happen.
1:59:07 PM Keri Morgret: Some implementations might enable a worried user to opt-out of a list of a ton of a third-party ad cookies at once.
"It's all about defaults and hype"
If we lose access to large chunks of the population, all may not be lost -- as long as those individuals have the same type of behavior as those still opted-in. Though we don't know if this will be the case.
2:01:02 PM Keri Morgret: With search targeting, you need to figure out what the right level of creepiness is right for you. "That silk underwear you looked at last week is 25% off" as an example.
2:02:12 PM Keri Morgret: Exchange based inventory is sometimes really well placed (such as home page of Washington Post), and it's a shame to lose that opportunity.
Stay educated on best practices. Consider SEMPO membership
Pick the right partners for technology operations and strategies.
For a copy of the presentation, contact email@example.com
2:03:29 PM Keri Morgret: Sean Carlos from Antezeta is up now.
2:03:53 PM Keri Morgret: Presentation: The path from measurement to big brother -- and what to do about it.
Starting with a brief history of tracking through the years.
Showing us that the topic is old, and not much has been done/changed.
Tracking is more than just cookies. Other methods:
Flash LSOs (local storage objects)
Referral Strings (finding what keywords people typed into a search engine, for example)
Clicks (us on our own sites, google tracking as you can see in google webmaster tools)
Beacons (images/server calls)
Typical tracking uses. Two main categories:
User activity, with analytics.
Conditionally display content, with ad serving
2:09:17 PM Keri Morgret: Plenty of industry "solutions", but they're still complicated.
2:10:36 PM Keri Morgret: "Our main concern is the sites and services that are connecting the dots between different times and places that a consumer is building online..." (missed whole quote, but it's from someone at FTC.)
Call to action:
Contact your congressional rep.
Be aware of what's going on in this industry.
Don't panic just yet.
2:11:30 PM Keri Morgret: Tim Daly is now speaking.
2:12:14 PM Keri Morgret: He's also doing a quick historical context, starts with banner ads.
2:13:29 PM Keri Morgret: AdWords really helped advertisers, since users "raised their hands" and expressed interest in a particular topic.
2:14:09 PM Keri Morgret: Email marketing came under attack with CAN-SPAM.
Email marketing came under attack with CAN-SPAM.
2:16:17 PM Keri Morgret: We're having network issues, so apologies for the gap in coverage.
2:16:22 PM SMX Attendee: 2011 -- the death of the 3rd party cookie?
The definition of Personal Identifiable Information (PII) is critical to this discussion. Examples of PII:
Social Security Number
Credit Card Numbers
Industry missteps that have brought scrutiny on tracking.
NebuAd (partnered with ISPs and got a lot of data w/o user permission).
Specific Media. Started using a Flash cookie when users deleted regular cookies.
RapLeaf has created huge database, has a lot of social information about you.
2:22:28 PM Keri Morgret: Interclick also doing bad things with history and exploit in IE.
2:23:58 PM Keri Morgret: I don't know if this is even displaying, I'm troubleshooting things now.
2:26:13 PM Keri Morgret: This was a good presentation. I'm hoping the wifi cooperates and lets me cover the next speaker. The next speaker is Travis Crabtree.
2:27:02 PM Barry Schwartz: Looking good to me...
2:27:11 PM Keri Morgret: We're back again now. We may have never left, I just couldn't see that it was updated.
2:28:19 PM Keri Morgret: In December, FTC did an 80 page report with a 12 page summary that Travis recommends you read. "Protecting consumer privacy in an era of rapid change"
2:28:51 PM Keri Morgret: Here's the PDF for the report. http://www.ftc.gov/os/2010/12/101201privacyreport.pdf
2:29:30 PM Keri Morgret: He's showing examples of places that had privacy problems that were uncovered. Petco, Twitter, Sears.
2:30:08 PM Keri Morgret: Here's a recap of the Sears issue. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113335
Summary of FTC recommendations.
Privacy by Design.
Companies should promote consumer privacy through their orgs at every stage of the development of their products and services.
Companies should incorporate substantive privacy protections into their practices, such as data security, reasonable collection limits, sound retention practices, and data accuracy.
Companies should maintain comprehensive data management procedures throughout the life cycle of their products and services.
2:32:05 PM Keri Morgret: Don't collect/retain more information than you need to, longer than you need to. Basic gist of what they're looking at.
Companies should simplify consumer choice.
Companies do not need to provide choice before collecting and using consumers' data for commonly accepted practices, such as product fulfilment.
2:33:15 PM Keri Morgret: Do Not Track is five pages of the 80 pages of that report.
2:33:52 PM Keri Morgret: Purpose of 80 pages is not law, but to start the discussion and give Congress some guidance.
2:35:14 PM Keri Morgret: Two acts have been submitted by congressmen, one in CA, one in IL.
2:35:39 PM Keri Morgret: IL proposal includes "safe harbor" concept. You follow these rules, you can't be sued.
2:39:24 PM Keri Morgret: We're done with the speakers, and it's Q&A time. I'm laughing because the people on either side of me are doing whois searches for a potential domain name that the last speaker did.
2:42:51 PM Keri Morgret: Discussion about what it might look like for new browsers that ask people how much information they want to share.
Now talking about "fingerprinting". But Kevin mentions that even now each computer has so many different variables that your computer can be fairly unique -- java version, screen resolution, browser rev, etc. etc. etc. (50-100 factors)
2:46:17 PM Keri Morgret: Government tends to be exempt from a lot of the rules that they're proposing.
Panelists talking about European restrictions, and how this can impact people. As far as Sean Carlos understands, as long as you don't have a physical presence in that country you should be safe. Definition of legal entity comes up here.
Even things like SMX having a conference in Europe brings up questions for the panel.
2:54:40 PM Keri Morgret: Ghostery was mentioned earlier in this session as a tool that lets you see what websites are tracking you. http://www.ghostery.com/
2:55:57 PM Keri Morgret: "Can you speak to the impact this might have on attribution?" Chuckles from the panel. Hard enough to do attribution as it is, much less with less information
2:56:20 PM Keri Morgret: Need to think of other ways to do things, and look at it now in case things do change.
2:56:58 PM Keri Morgret: Third party cookies/data are what is under fire, not first party cookies.
2:57:59 PM Keri Morgret: Weblogs and first party cookies may be able to save the day for you if a lot of things against third party cookies go through.
2:58:25 PM Keri Morgret: And the session is over.