Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?

1. Alan Chapell
Chapell & Associates

2. 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

5. Personally Identifiable
Data
Ad Serving Data

6. Ad network model circa 2004

7. Ten years later….

8. Digital advertising model 2015
Advertiser
DSP
Audience / Customer / User
DMP
Data licensee
Mobile Data
licensee

9. Adtech companies in 2015:
1st party data
de-emphasis on OBA
Using Ad Serving data to create utility

11. IDFA
Email
MSFT ID
Outlook ID
Advertising ID
G+ ID
Samsung ID
Email
FB ID
Email Address
Twitter Handle
Twitter ID
LinkedIn ID
Email address
Verizon ID
Telephone #
Telephone #
Sub-ID

12. Large Platforms:
Much larger than DCLK-Abacus
Merging PII with Ad Serving Data
Using PII as Targeting Criteria

13. What are regulators doing /
saying about PII?

15. + 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.

16. THE RIGHT CONSUMERS.
UNDERSTAND THEIR JOURNEY & JOIN THEM ON IT.
THE BEGINNER:
ANNIE
AGE: 29
WEIGHT: 155
HEIGHT: 5’8”
LOCATION: LOS
ANGELES
ZIP: 90243
LIVES IN: HOME
OWNS OR RENTS:
OWNS
BMI: 32.5 (HIGH)
CALORIC INTAKE PER DAY: 2,250
TARGET FAT INTAKE: 100 G/DAY
TARGET CARB INTAKE: 374 G/DAY
JUST LOGGED: CHICKEN SALAD
HOURS OF SLEEP: 6 PER NIGHT
STEPS PER DAY: 6,500
ACTIVITY: EXERCISE 4 DAYS PER WEEK
DEVICES OWNED: FITBIX FLEX
MOBILE DEVICE: ANDROID
APP PREFERENCE: MAPMYFITNESS
FAVORITE STUDIO: CYC
LAST EVENT: NONE
NUMBER OF MMF FOLLOWERS: 35
SHOPS AT: WHOLE FOODS, WEGMAN’S
DRIVES: SUBARU OUTBACK
FAVORITE ACTIVITIES: WALKING WITH
FRIENDS

17. How do you connect data silos?

18. Two options for connecting data
1. Platform Controls
2. PII

19. Platform Controls?

20. The Platform Controls
No Cross-Platform Attribution
Limited Insights
Can’t rate efficacy of media spend
Platform “not advertiser” owns data

21. + 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.

22. UNDER ARMOUR CONNECTED FITNESS
THE UNIVERSAL HUB.
PII
Advertiser owns data
Advertiser controls data use

23. 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

24. Logical Conclusion:
Maybe, just maybe…
AdTech should consider leveraging PII