Three Potential Tools for Violating Customer Privacy: Location, Location, Location


经过Jim Kaskade, CEOjanrain


他们可能不承认它,但在美国的广告商和营销人员感谢他们的幸运星,他们不必坚持隐私式设计standards, a series of principles that call for, among many other things, a strict limitation on the collection of customers’ personal data. They are privately thankful that U.S. law does not force them to collect only what is necessary for a specific purpose, earn clear and explicit consent to use that data, and provide the right and means to easily revoke that permission at any time — all of which are now mandated in the EU by GDPR.

尽可能多的营销人员试图put on a happy face在他们在GDPR监管的欧盟的困境中,大多数私下的百合欺骗这些新指令一个明显的原因:它使他们的工作更加困难。他们必须获得创意,以获得和维护使用有价值的个人身份信息(PII)的许可,所以GDPR的定义还扩展到包括位置,以及设备ID,IP地址和生物识别技术。

In reality, no marketer can conceivably hold onto the majority of the thousands (and sometimes hundreds of thousands) of individuals that dot a typical target e-blast database culled from third-party lists and other sources unbeknownst to users not based in the EU if they follow Privacy by Design to the letter. In fact, switching to these guidelines ultimately results in a substantial paring down of companies’ primary target lists.

那么为什么让您的广告和营销部门在美国的生活更加困难,设计的隐私尚未法律?保护您的客户。这纽约时报最近的曝光品牌,广告商和地点特定的营销公司如何轻松地使用位置数据de-andymize用户reminds us that location (and all PII, for that matter) must be treated delicately. In our freewheeling marketing culture on this side of the Atlantic, it’s a given that aggregating location opens all sorts of possibilities. However, theTimes作品只是过去一年中的几个发展之一,使公众越来越意识到 - 并且谨慎 - 在没有他们的知识的情况下如何在幕后操纵他们的数据。

这不仅仅是该位置可以用来用来在连续收集并通过复杂的分析程序挑选时解码生命的每个细节。这是消费者无法控制谁收集它以及如何。这导致一些广告商可能令人尴尬的时刻。根据埃森哲互动研究,超过40%的人发现当他们收到品牌或零售商的文本或移动通知时发现它“令人毛骨悚然”as they walk by a physical store。如果您认为购买和浏览历史可以lead a brand to cross a line,想象一下,如果一个人在伴随着怀孕的朋友到OB / GYN的办公室之后,他们会收到孕妇装的折扣?

在许多情况下,基于位置的广告并不是自己的问题。如果他们已经给予这些公司同意,他们不介意从他们的一家店面行走时从一个店面接受自动信息。由Adlucent进行的一项研究显示那44%were willing to provide select personal information to receive a custom-tailored experience, while another survey found that a majority of people (55 percent) would let companies they trust use some of their personal data for特定目的,在清晰的方法中获益

然而,美国品牌仍然可能不会通过投资时间和努力来实现消费者的术语来危及客户关系。In the wake of revelations of how location and other PII are being collected and bartered behind the customer’s back and used in potentially invasive ways, advertisers and marketers need to see (and act on) the handwriting on the wall and eschew the temptation to brazenly exploit this data, even if they currently have free rein on it from a legal standpoint. Better to do so now before customers (and ultimately regulators) demand they do.

将是这样的Instagram将位置数据与Facebook共享for more relevant ads survive the growing privacy-aware community? Probably not. Facebook and any affiliates will be under much剑桥分析后丑闻丑闻后的更高审查and more recently afterFacebook由俄罗斯人操纵使用相同的目标工具,广告商喜欢传播虚假信息并在2013年和2018年之间偏振美国选民。广告商不得延迟学习如何更仔细地使用这些社交网络位置工具。

After all, location and other forms of PII are like plutonium: they are immensely powerful, but mishandle them even slightly and they can blow up in your face and cause severe long-term damage to others. They need to be handled with utmost care and protection.


Jim Kaskade是一个经验丰富的企业家,拥有超过31年的复杂企业技术经验。他在过去的10年里度过了一个初创公司的首席执行官领导公司,从他们的创始到收购,最近是客户身份和访问管理(Ciam)Janrain的成功退出。