Big Data PPP Industrial Data Platforms - Towards cross-sectorial optimization and traceability To start identifying synergies and to learn how different projects will address key data collection, sharing, integration, and exploitation challenges, a series of webinars have been organized under the umbrella of this Big Data Value PPP. These webinars are also organized by BDVA, BDVe project, and other projects which are part of this PPP.

1. Building the Next Generation
Personal Data Platforms
Grant Agreement No. 871370
Project coordinator: Marco Mellia (POLITO)
Big Data PPP PersonalData Platforms:
Empowering Citizens Leveraging their Data Power

2. PIMCity: Building the Next Generation Personal Data Platform
• Programme: H2020-EU.2.1.1. -
INDUSTRIAL LEADERSHIP -
Leadership in enablingand industrial
technologies - ICT (link)
• Topic: ICT-13-2018-2019 -
Supporting the emergence of data
markets and the data economy (link)
• Call for proposal: H2020-ICT-2019-2
• Funding Scheme: IA - Innovation
action
• Factsheet (link)

3. 3
Partners

4. PIMcity – the problem
• It’s about the internet,it’s about privacy
• Online tracking, data collection,data monetization,…
• It’s about economy
• Online ads – 187B$ in 20201
• Data driven decisionmaking
• Current state is at the stage of primitive economy
• Give me your data, get my services
• Clear monopoly
• Google, Facebook,Amazon,…
• No opt-out opportunity, no control, …
• It’s more like colonial economy– where peasantshave no optionbut to work for colonist
41 - https://www.zenithmedia.com/magazines/global-intelligence-magazine-issue-06/
It’s about data
…
It’s about your data

5. PIMCity – the status
•No clear solution so far
• Arms race between privacy protection tools and mechanisms to circumvent those
• Regulators have started to define guidelines and barriers
• But we need technology to support the change
•The solution: PIMS – Personal Information Management System
• fine grained consent management for the release of personal data towards services
• the ability to revoke permissions and data,
• the ability to negotiate and receive payments for the release of data,
• privacy preserving release of aggregate analytics or raw data,
• dashboards for extracting knowledge and quantifications from one’s own data
• …
•No clear technical solution, no clear win-win scenario
5

6. PIMCity – the solution
For the PIMS approach to succeed, trial and error cycles need to be cut
shorter and made cheaper so that we can experiment efficiently
• PIMCity is to design, build, validate, demonstrate and exploit a set of
flexible, open, easy-to-use components: PIMS Development Kit
• PIMCity is about integration: EasyPIMS - a fully-fledged PIMS for
controlling, visualising, releasing, and monetizing web and mobility data
• PIMCity is about demonstration: Large scale B2B and B2C use cases
6

7. 7
The big Picture
PDKcomponents
arethebuildingblocks
EasyPIMSis
oursolution
Everyone
Benefitfromthis

8. PDK
PIMS Development Kit
Started in Month 3

9. The PIMS Development Kit
9
• The PDK includes different generic “software” components that can be easily
adapted and extended to completely different businesses
• The goal is to allow new (and existing) PIMS to develop new business model
without the need of developing all their technology from scratch

10. The PDK: Elements to improve data subject privacy
• Include functionalities that allow the users to take informed decisions about
which information to share and with whom
10
Personal Data Safe (P-DS): It is the means to store personal data
in a controlled form
Personal Privacy Metrics (P-PM): It is the means to increase
the user’s awareness
Personal Consent Manager (P-CM): This is the means to control
personal data
Personal Privacy Preserving Analytics (P-PPA):These are the means
to impose control of personal data

11. The PDK: Mechanisms for the new data economy
• Fundamental for PIMS is the creation of a transparent, open and easily
accessible data market. We identify Two fundamental components and
functionalities
11
Data Valuation Tools (D-VT): It is the means to give personal data the right
value
Data Trading Engine (D-TE): it is the means to monetize personal data

12. The PDK: Novel Data Management Tools
• Data needs to be exported, imported and exchanged using standard
mechanism, with proper metadata that let the system know data source,
data value, and facilitates the data aggregation from heterogenous sources.
12
Data Aggregation (DA): It is the means to integrate and aggregate data coming from
different sources
Data portability and control (DPC): It is the means to manage the personal data a
platform manages
Data provenance (DP): It is the means to control, verify and certify the original and
provenance of the data
Data knowledge extraction (DKE): It is the means to extract knowledge from the raw
data

13. The PIMS Development Kit
13
Provides scores for
online service
Stores users’
personalinformation
Lets users
manage consent
Computes analytics
guaranteeing privacy
Gives value to
your data
Lets users trade
data with companies
Automatically
analyses data
Easies portability
among services
Guarantees origin
of data
Automatically extracts
value from data

14. EasyPIMS
A PIMS using Telco data
Starting in Month 9

15. EasyPIMS – our possible solution
• EasyPIMS will demonstrate how to use the PDK
• Targets both B2B and B2C scenarios
15

16. EasyPIMS
• Adapt different components of the PDK to implement a real Personal
Information Management System using data owned by Internet providers
• The goal is
• to demonstrate the usability of the PDK components
• to create a real PIMS that can help the telco users to share their data in an informed
and controlled way
• Four different components
• The Personal Data Avatar (PDA)
• The Transparency Tags (TT)
• The User Dashboard
• The Data Marketplace
16

17. EasyPIMS: Personal Data Avatar (PDA)
• It is a digital projection of the user´s data
• The user should control the information that she want to share, and with
whom she wants to share it
• It will be focused on the sharing
of information for online advertising
• It includes (at least):
• The Personal Data Safe
• The Personal Consent Manager
• The Privacy Preserving Analytics
• The Data Knowledge Extraction
17

18. EasyPIMS: Transparency Tags (TT)
• The goal of the TTs is to inform the users in an easy way the nature of the
different web services
• It is the analogue to the Nutrition
Labels for food
• It is focused on identifying potential
privacy risks associated to each website
• It includes information from:
• Personal Data Metrics
18

19. EasyPIMS: User Dashboard (UD)
• Provide a simple and intuitive way to access and control the users’
information
• Provide access to the different tools (the PDA, TT, consent manager…) and
allow user to exercise their rights (data portability, data provenance…)
19
• It is the implementation of the Data-Trading Engine (D-TE) for the specifics
of the EasyPIMS platform
• Facilitate the trading of users’ data (as represented by the PDA) in a
transparent way providing revenues to users (pending the business model)
EasyPIMS: Marketplace

20. EasyPIMS – one possible solution
20
Offers access to user’s
interest and data – under
full control of the user
Informs the users
about the services
they are accessing to
Lets users
manage consent
and personal information
Lets’users and companies
trade data – in a transparent
manner

21. Demonstrators
Pilot the solutions of PIMCity
Starting in Month 16

22. Everyone benefits
• Every stakeholder gets its share of value
22
Personal data protection is improved, and compliance with the legislation is simplified for operators
Citizens’ trust is improved as privacy-aware transparency and control are streamlined across applications
Better value-creation from personal data
Increase of data providers, users, and stakeholders in data platforms

23. PIMCity Demonstrators
• The goal of the Demonstrators is to assess the technologies developed
during the project
• We will pilot both the PDK and the EasyPIMS
• We will do it with 3 different pilots:
• Continuous testing of the PDK components
• B2B testing of the PDK components
• B2C testing of EasyPIMS with Telefonica and Fastweb customers
23

24. Continuous testing
• The goal of this pilot is to test the PDK components in a real environment to
adapt its behavior in real time (gives feedback to the technical WPs)
• We will follow an Agile methodology to test the different components
24
> 10.000 users from Cliqz
>1.000 users from AUI
>10 companies from their
customerportfolio

25. B2B testing
• The goal of this pilot is to check the usability of the already integrated
solutions (PDA, TT…) in a corporate environment
• The idea of this pilot is to generate an updated exploitation plan for the B2B
commercialization of PIMCity technology
25
>50 companies from ECS and
FW customerportfolio
B2B testing

26. EasyPIMS testing
• This is the main demonstrator of the project
• It will run the whole EasyPIMS platform with the users of Telefonica and
Fastweb
• It will involve real data trading by including at least 2 digital advertising
platforms willing to buy the data of PIMCity
26
14.000 users from Aura and Niji
>10.000 selectedusers
B2C testing >2 digital advertising platforms
from IAB associated partners

27. Challenges

28. PIMCity – the challenges
•No clear solution so far
• Arms race between privacy protection tools and mechanisms to circumvent those
•Regulators have started to define guidelines and barriers
•But we need technology to support the change
•The solution: PIMS – Personal Information Management System
• …
•No clear technical solution, no clear win-win scenario
•How to get people onboard?
• How to get companies onboard?
•Which personal data to focus on? This is not about industrial data… it’s about your
data…
•From the technical perspective – which solution to provide to users? App? Browser
plugin? OS feature?
28

29. www.pimcity-h2020.eu
www.pimcity.eu
Marco Mellia - marco.mellia@polito.it