Do not track! It won’t work!

Session Topic: Do Not Track, It Won’t Work (T4N)

Convener: Kaliya

Notes-taker(s): Mark Atwood

Tags for the session - technology discussed/ideas considered:

privacy, tracking, advertising

Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps:

wont work, why?

David Forbes: a simple matter of practicality

cant think of a business model, where nobody can track

the liability is too great

we cant control application providers in an ecosystem

we can't pay for these things without advertizing

if you removing advertising, there will not be the money to biuld things

if behavorial tracking is 5% of advertising now, why not 0%

say you're a high quality content site, and doing internal tracking

keeping track of behavirial data, say i keep going to the health content.

q Kaliya, wants to know from the technology side why it wont work

a companies will take it to the limit

a where is the limit, where do we stop logging

q what does Do Not Track mean?
 * in one session
 * over time, in the same website

q what will the default be?

differnece between in-browser, cookie whitelist, vs 3rd party do not track

how does this relate to deep packet inspection?

self regulatory model, different advertising networks

legal model, with FTC dictation

do not call - most successful FTC action in history

85% of US household numbers opt'ed in their landlands

this is the inspiration for Do Not Track

but its very clear, its a phone number

on the web, its much more amorphous.

mutliple devices, accounts, browsers

world of warcraft?

what have we done that pissed off so many consumers?

consumers are more aware

enough people feel this is creepy that congress is aware of the issue

this is the business model that the net was built on?

so what?

how can we make "do not share with 3rd parties" work for users?

The Personal Data Ecosystem, asked FTC for everything
 * beccones, cookies, fingerprints, spyware - gone
 * the data doesnt go outside the business
 * the users gets access to their own data
 * companies have to ask me for my data, instead of stalking me

how do we stop people from just going offshort

bad actors could be put on google's malware list

users want visibility and correctiblity into their data trail

good advertisers will want it to, because they get better data

data lockers can anonymize the users

advertisers ARE interesting in identity, for conversion tracking

what does "identity" mean, anyway?

what is the impact of AdBlock

is is the problem "do not track" is trying to solve

the harm argument is the wrong argument

but stalked women would disagree

its asserted that a completley transpartent society is not good its good for the very privilaged, bad for everyone else

"I live in Tennessee, if my neighbors learn I'm Buddhist, nobody will talk to me".