halt & catch fire: is pii no longer the third-rail of digital privacy?
TRANSCRIPT
Alan ChapellChapell & Associates
Personally Identifiable Information (PII):
A piece of data that may be used to identify, locate
or contact a person. Since the early days of online
media, PII has been known to cause Advertising
technology companies to spontaneously combust – where
control could not be regained.
Fifteen years later, its time to revisit these PII
merger rules
Personally Identifiable
Data
Ad Serving Data
Ad network model circa 2004
Ten years later….
Digital advertising model 2015
AdvertiserDSP
Audience / Customer / User
DMP
Data licensee
Mobile Data
licensee
Adtech companies in 2015:
1st party data
de-emphasis on OBA
Using Ad Serving data to create utility
IDFAEmail
MSFT IDOutlook ID
Advertising IDG+ ID
Samsung ID
FB IDEmail Address
Twitter HandleTwitter ID
LinkedIn IDEmail address
Verizon IDTelephone #
Telephone #Sub-ID
Large Platforms:
Much larger than DCLK-Abacus
Merging PII with Ad Serving Data
Using PII as Targeting Criteria
What are regulators doing /
saying about PII?
+ Unlimited reach, regardless of technology
+ Access to the world’s largest user base
+ Massive consumer audience, and growing every day
UNDER ARMOUR CONNECTED FITNESS
THE UNIVERSAL HUB.
THE RIGHT CONSUMERS. UNDERSTAND THEIR JOURNEY & JOIN THEM ON IT.
THE BEGINNER:ANNIE
AGE: 29WEIGHT: 155HEIGHT: 5’8”
LOCATION: LOS ANGELESZIP: 90243
LIVES IN: HOMEOWNS OR RENTS:
OWNS
BMI: 32.5 (HIGH)CALORIC INTAKE PER DAY: 2,250TARGET FAT INTAKE: 100 G/DAYTARGET CARB INTAKE: 374 G/DAYJUST LOGGED: CHICKEN SALADHOURS OF SLEEP: 6 PER NIGHTSTEPS PER DAY: 6,500ACTIVITY: EXERCISE 4 DAYS PER WEEKDEVICES OWNED: FITBIX FLEXMOBILE DEVICE: ANDROIDAPP PREFERENCE: MAPMYFITNESSFAVORITE STUDIO: CYCLAST EVENT: NONENUMBER OF MMF FOLLOWERS: 35
SHOPS AT: WHOLE FOODS, WEGMAN’SDRIVES: SUBARU OUTBACKFAVORITE ACTIVITIES: WALKING WITH FRIENDSREADS: US WEEKLY, LA TIMES
How do you connect data silos?
Two options for connecting data
1. Platform Controls
2. PII
Platform Controls?
The Platform Controls
No Cross-Platform AttributionLimited InsightsCan’t rate efficacy of media spendPlatform “not advertiser” owns data
+ Unlimited reach, regardless of technology
+ Access to the world’s largest user base
+ Massive consumer audience, and growing every day
UNDER ARMOUR CONNECTED FITNESS
THE UNIVERSAL HUB.
UNDER ARMOUR CONNECTED FITNESS
THE UNIVERSAL HUB.
PII
Advertiser owns data
Advertiser controls data use
Summary:
PII merger rules created 15 years ago
Marketplace has changed Significantly
Regulators and PII
Platforms are using PII
PII helpful for structuring IOT data
Logical Conclusion:
Maybe, just maybe…
AdTech should consider leveraging PII