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Mobile Advertising Implications and Challenges for Consumer
Privacy
INTERNET USE IS CHANGING:
Mobile Devices Are Used to Navigate Major Life Events/Experiences
How Smartphone Owners Share Location
Advertising Depends on Sharing Data Across Devices, Apps & Platforms
Cell Tower triangulation yields results within 50m
WiFi Hotspots yield results within 100m
GPS: Precise location info is compiled into large databases & combined with other device data
Cell tower & Wi-Fi access point data gathered, precise locations compiled & combined with data from other sources (e.g. App stores, Soc. Media) then licensed to third parties
Location Information Is Driving Mobile Commerce
Two principal mechanisms dominate Geolocation: 1.RF location2.IP/Mac address Besides GPS:
•Internet Protocol (IP) address •media access control (MAC) address •radio frequency (RF) systems •Exchangeable Image File Format (EXIF)
USE v. TRUST
ForenSecure'15: IT Security & Forensics Conference & Expo | Adler Law Group www.adler-law.com
Location Data = Sensitive Data Use of Location Info by Apps, Devices
& Platforms Increasing Consumer Disclosures Increasingly
Opaque 06/04/14 FTC Dir. Rich Testifies
before Congress: “Geolocation information divulges intimately personal details of an Individual”
Legislators & Privacy Advocates Increasingly Vocal
Current Location Disclosures Practically Meaningless
Federal Location Privacy Initiatives
State Location Privacy InitiativesState Legislation
CA Senate Bill 576: Requires that consumers get:
•Clear notice explaining how location information will be used and shared when App installed. •Ensures App users give express consent before geolocation data can be collected and shared.
State Attorneys General
CA: State AG sued Delta over failure to post Privacy Policy in Mobile App (CalOPPA)
FTC Enforcement In the Mobile Environment
• HTC: “Privacy by Design”• Goldenshores: Flashlight App• Google: Privacy Litigation
NOMI: Retail In-store Tracking & Opt-out (04/23/15)Snpchat: Transmission of GeolocationPath: Address Book info + info from ChildrenFrostwire: file-sharing app exposed sensitive personal filesFiliquarian: FCRA case involving a mobile app
FTC has used its authority under Section 5 of the FTC Act to take action against companies engaged in unfair or deceptive practices involving Geolocation information.
Industry Self-RegulationWho 1) BBB-ASRC, 2) DAA, 3) PMA, 4) MMA
What: Self-regulatory principles:www.iab.net/media/file/ven-principles-07-01-09.pdf
How: •ScottTrade & BMW•23andMe, 3Q Digital, and MediaMath
• 23andME managed campaign• 3Q Digital marketing agency• MediaMath self-serve demand-side platform• Compliance with Self-Regulatory Principles
Avoiding Mobile Privacy Pitfalls & Managing Risks
Thank You!David M. Adler | Adler Law Group
Safeguarding Ideas, Relationships & Talent ® 300 Saunders Road, Suite 100
Riverwoods, Illinois 60015Direct: (866) 734-2568
Email: [email protected] Web: www.adler-law.com
Blog: Adlerlaw.wordpress.comTwitter: @adlerlaw
LinkedIn: https://www.linkedin.com/in/adlerlaw Ping® Newsletter
