Hoe zit het nu met privacy bij behavioral targeting?
Afgelopen week was ik samen met Jeremy Mason (Revenue Science), Anna den Hartog (Houthoff Bumura), Gary Cole (Daily Telegraph) en Marcel Vogels (MeMo2) spreker op het door Telegraaf Media Groep (TMG) georganiseerde seminar over Behavioral Targeting (of Behavioural Targeting). Naast de praktijkcases van Daily telegraph en ABN AMRO, was ik vooral benieuwd naar de presentatie van Anna den Hartog, advocate bij Houthoff Bumura.
Al eerder stelden wij hier de vraag hoe het nu zit met de privacy bij behavioral targeting. Daarin verwees ik o.a. naar de uitspraken van Gert Onne van de Klashorst, woordvoerder van het College Bescherming Persoonsgegevens (CBP), die stelde dat het allemaal nog niet zo eenduidig is mbt het gebruik van IP-gegevens in behavioral targeting.
Den Hartog was afgelopen week stelliger. Na een korte introduktie waarin ze aangaf welke regelgeving nu in Nederland van belang is, stond ze stil bij het gebruik van persoonsgegevens. Daaronder verstaan we elk gegeven betreffende een geïdentificeerde of identificeerbare natuurlijke persoon. Cruciale vraag, mogen we nu wel of geen IP-adressen gebruiken bij behavioral targeting? Volgens den Hartog wel omdat het voor betrokken partijen niet mogelijk is om zonder onevenredige inspanning te achterhalen wie schuilt gaat achter een IP-adres.
Voor geinteresseerden zijn alle presentaties online te bekijken via upstream.nl. De presentatie van MeMo2 is ook te downloaden via memo2.nl.
Oprichter/partner Upstream, Marketingfacts, Arnhem Direct, SportNext, TravelNext, RvT VPRO, Bestuur Luxor Live, social business, onderwijs, fotografie en vader!
@Erik: die hangt absoluut samen met de organisatie die de data verzameld. Ik denk dat voor een KPN (om maar een voorbeeld van een provider te noemen die ook exploitant is) het veel lastiger is om uit te leggen dat ze de IP-adressen niet koppelen aan persoonsgegevens. Voor TMG (en vele andere exploitanten), is het veel lastiger om deze gegevens te verkrijgen. Hiervoor is medewerking van providers nodig en die zullen deze gegevens niet zomaar afgeven.
Dit was een heel duidelijk verhaal van Anna. We hebben haar tevens gevraagd ook eens te onderzoeken hoe het nu zit met veranderende Europese regelgeving, maar ook daar zijn nog geen aanwijzingen dat er op korte termijn veranderingen aankomen. Ik denk trouwens ook dat het voor providers geen probleem wordt, zolang ze de technologie van Behavourial targeting maar outsourcen. Het ip adres wordt opgeslagen in de database van de leverancier (revenue science in dit geval), de publisher krijgt geen inzicht in deze gegevens (contractueel vastgelegd), als ze het al willen.
Volgens mij gaat het er bij privacy voornamelijk om dat je weet dat je gegevens verwerkt worden. De transparantie is dus erg belangrijk. De vraag is niet zozeer hoe makkelijk een persoon te herleiden is via een ip-adres, maar in hoeverre mensen er problemen mee hebben dat er gebruik wordt gemaakt van een ip-adres en/of cookies. Als er inzichtelijk wordt gemaakt wat er gebeurd is privacy volgens mij geen issue meer omdat mensen dan zelf kunnen beslissen of ze met BT instemmen. Bovendien kun je cookies gewoon uitschakelen in je browser en erg makkelijk verwijderen.
Mijns inziens is de discussie ook te negatief. BT kan de consument namelijk enorm dienen.
Bovendien is er ook sprake van een generatieprobleem…we hebben het over onschuldige cookies mbt BT en ondertussen zetten we ons hele leven op hyves en twitter…
Zoals Marcel inderdaad al aangeeft is het outsourcen hier een belangrijke schakel. De TMG zou namelijk ook IP adressen kunnen koppelen aan persoonsgegevens dmv hun klantenbestand en de mgoelijkheid tot online toegang hiertoe, zij het op een iets minder nauwkeurige manier als een KPN dat zou kunnen. Revenue Science is hier echter de enige die het IP kan koppelen aan het Unieke ID, waarmee het gedrag van de bezoeker wordt opgeslagen, omdat de cookies vanaf de servers van Revenue Science worden gezet.
Via deze route zal het dus ook voor een KPN geen probleem moeten zijn om Behavioural Targeting toe te passen.
Laura; “Bovendien kun je cookies gewoon uitschakelen”, dit kan inderdaad technisch, maar is praktisch niet meer werkbaar. Ik ben het trouwens wel volledig met je vergelijking tussen BT en Hyves/Twitter eens 🙂
IP adressen en cookies zijn niet hetzelfde. Wanneer je je cookies wilt deleten kan je dat doen, een IP adres deleten is niet mogelijk.
Zoals al wordt aangegeven door CBP zijn ze hier sterk naar aan het kijken, in duitsland is dit bijvoorbeeld al verboden. Voor veel privacy instanties en ook de consument is het dan niet de vraag OF je wat doet/kan met de data maar WAAROM sla je data op?
Vergelijking Twitter/Hyves en BT gaat mijns inziens niet op gezien eerstgenoemden opt-in zijn en BT opt-out.
Grootste probleem met BT op basis van IP is naar mijn idee het ‘privacy-gevoel’ en niet eens de vraag of het überhaupt mag – nu of in de toekomst. Ik kan me namelijk voorstellen dat veel mensen het niet zullen waarderen dat hun gedrag op een website (of een netwerk van websites) is terug te leiden naar hun “internet”huis en dat dat gedrag – gekoppeld aan hun ip – ook praktisch onuitwisbaar is opgeslagen (tenzij je naar de website gaat van Revenue Science en je daar afmeldt).
BT op basis van cookies daarentegen is tegenwoordig al bijna geaccepteerd (kijk naar webwinkels). Wil een lezer/bezoeker dat namelijk niet, dan klikt hij met twee muisklikken zo z’n cookies in de prullenbak.
Ik ben benieuwd hoe de Telegraaf BT op basis van IP gaat brengen in Nederland 🙂
@ Jeroen,
BT obv IP adres gebeurt ook via Revenue science. Er wordt een Id in je cookie opgeslagen en dat ID correspondeert weer met je surfgegevens in de database van RS. Kortom, als je je cookie wist zijn ook je ip gegevens gewist. Op deze manier is de gebruiker nog steeds in control.
Daarbij, laten we vooral het goede voor de gebruiker benadrukken: Het zou toch ideaal zijn als je alleen maar voor jou relevante advertenties te zien krijgt? Met daarbij de geruststellende gedachte dat de adverteerder en/of publisher nooit jouw identiteit kent of zal kunnen weten zonder dat je die zelf aan hem/haar kenbaar gemaakt hebt? Met het gebruik van BT is dit ideaal nog niet bereikt, maar je komt al een heel eind.
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