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4 Approaches, 3 alternatives: Blockbuster as a Beacon partner example

1- Current a pproach: Facebooks opt out option Opt-out window which disappeared quickly without users taking any actions and activity is shared if users omit to opt out Opt-out: Facebook still stored the data even though it is not diffused

-User decides not to opt out - User forgets or does not

have enough time to opt out

- Blockbuster purchase isshared with facebook friends

-User buys or rents movies - Beacon tracks the users activity - Facebook confirm users identity- Proactively broadcast off-Facebook - Facebook opt-out option activities after Facebook confirm the user - Data storage still occurs

-user opts out 2- Alternative 1: Beacon partner site action

Give user control over the data storage and diffusion and create a opt in option at an early stage of the information flow

-User agrees to its activity -Blockbuster purchase is shared being shared with Facebook friends

- User is prompted to answer 2 questions: - Data storage still occurs->Are you a Facebook user?->Would you like to share your recent exciting

purchase with your Facebook connections?

-User does not want the activity to be displayed - Beacon does not broadcast any data on Facebook - Facebook does not receive any data t o store

BEACON FACEBOOK BLOCKBUSTER

NEWSFEED

BEACON

FACEBOOK

BLOCKBUSTER

NEWSFEED

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3- Alternative 2: Facebook action with opt-in option

Gives users option to share or discard beacon partner website data through a personal notification process Data is still stored in case the user wants to share some of the information

Opt in window which disappeared quickly without users taking any actions

-User decides not to opt out -User forgets or does not

have enough time to opt out

- Blockbuster purchase isshared with facebook friends

-User buys or rents movies - Beacon tracks the users activity - Facebook confirm users identity- Proactively broadcast off-Facebook - Facebook opt in option

activities after Facebook confirm the user through a personal notification- Data storage still occurs

-User chooses to do nothing -User chooses not to share information-No news broadcasting

BEACON FACEBOOK BLOCKBUSTER

NEWSFEED

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4- Alternative 3: Facebook action through privacy settings

The user is given 2 choices: turn off Beacon or turn on Beacon with the option of continuous or controlled broadcasting The data storage is also controlled by the user at the front end If the user chooses to turn off Beacon, Facebook would not store any activity data even when it receives it through Beacon

-User buys or rents movies -User opts to permanently turn off Beacon -Facebook does not store any data and no broadcasting occurs

-Beacon tracks the users activity

-User decides whether to share theinformation or not through a notifications

process-Every time there is an activity log, the

user is prompted to decide-User opts to turn on Beacon -The user monitors the broadcasting -Facebook stores the informationtransmitted by Beacon from3rd party websites

-User chooses to let Beacon runcontinuously

BEACON

FACEBOOK

BLOCKBUSTER

TURN OFF

TURN ON

CONTROLLED

BROADCASTING

CONTINUOUS

BROADCASTING