A Practitioner’s Guide to
Privacy-Friendly Marketing,
Social Media and Online
Advertising Practices
By Stacy Martin Mozilla
About Mozilla
• We're a non-profit
dedicated to putting the user in control and
shaping the future of the Web for the public good. • Our marketing team is
measured by number of ADIs (Active Daily
The Conflict
Is it good for our users?
How is it consistent with our values?
How can we grow our numbers?
Six Privacy Principles
• No surprises (transparency) • Real choices • Sensible settings • Limited data • User controlTracking
• Marketing needs data • Data is collected
through tracking
• Tracking often lacks
transparency and user choice
How do we make privacy-friendly choices?
Four Case Studies
• Online Advertising • Social Media
• Email Marketing • SMS
Online Advertising
• Marketing Goals
– Online = increase Firefox downloads – Mobile = increase adoption for Firefox
Online Advertising
Risks• People are unaware or concerned that their online behavior is tracked and corresponding data collected, shared/sold and used without choice and control Privacy Goals
•
Full transparency and control•
Don’t capture behavioral data•
Don’t build profiles•
Use first party cookies•
Offer an opt-outOnline Advertising – Privacy Tools
• Technology
– Mozilla Do Not Track Field Guide
• Case Study 1: Advertising Company
– Privacy Add Ons (ex: AdBlock Plus)
• Contracts
– Privacy questionnaire – Data addendum
• Policies
– Online Advertising Guidelines – Mozilla Advertising Standards
Mozilla Ad Standards
• Tracking or collecting data must be:
– aggregate, non-user specific
– for basic campaign tracking and billing only
• Cookies must not save any data that could identify an individual.
– Cookies must be 1st party
Mozilla Ad Standards
• It is legitimate to target advertising to the user’s immediate present .
• It is not legitimate to capture
behavioral data to personalize or select future ads.
• Do not collect or create identifiers unique to a specific device, user-agent, or person.
Online Advertising - Issues
• Mobile advertising uses device IDs
– What do you do if no alternative?
• Invasiveness isn’t always tracking
– As you're playing a game or app, you get incentives (rewards) for taking an action (ex: downloading Firefox), such as points or moving to next level
Social Media
• Do users understand what they are trading?
“If you’re not paying for it, you’re the product.”
Social Media
• Marketing Goals
– Firefox FB Page
• Increase engagement with users
– Facebook Ads
• Attract new users
• Increase engagement with specific users
– Firefox Affiliates App
• Make sharing Firefox with family and friends both easy and rewarding
Social Media
Risks• People may not understand the tradeoffs and privacy choices associated with social media Privacy Goals •Transparency •User choice •Limited data • Facebook doesn’t
share individual data with us
Social Media – Transparency
• Add a privacy information page
• To create more transparency about our privacy practices
Social Media – Targeting
• Facebook Ads and Posts
• by language and geography • by interests (ex: film)
Social Media – Apps
• What we collect and why
• Offer as much choice as possible
Social Media – Privacy Policy
Social Networking Services
Mozilla may interact with you through social networks to further our mission. When you interact with us at a third-party social network, such as Facebook, Twitter, or Google +, the network gives us the ability to access and store
certain information from your profile for that social network.
The categories of information we can access will depend, in part, on the permissions you grant us and the privacy settings you have established on that social network. In general, we try to minimize the amount of data we
receive about you on social services. We will handle any information we receive from these services in accordance with this privacy policy.
Email Marketing
• Marketing Goals
• User engagement • Relevant content
Email Marketing
Risks• Users may not be aware of profile creation and
maintenance
• Web bugs aren’t visible • Limited disclosure options and alternatives Privacy Goals
•
Maximizetransparency and user control
Email Marketing – New Request
• Mozilla uses web bugs in emails to track open rates and click thru
• Desire to segment communication to subscribers, using web bugs to attach to profile:
– Web browser – Email client
Email Marketing - Analysis
• Benefit to user = more relevant • Marketing risk of doing nothing
– ISPs demotion • Transparency (weak) – privacy policy • Alternative – Text-only version (industry standard)
Email Marketing – Alternatives
• Opt-in vs. opt-out
• HTML with a ‘no tracking’ option?
• Newsletter article to alert users • Others?
SMS Marketing – Why?
• Marketing Goals
• Drive Firefox for Android downloads
• Make it easy to download to a phone from a desktop
• Enable additional communication
SMS Marketing
Risks • May be seen as more invasive • Legal compliance can be unclear Privacy Goals•
Offer as an opt-in•
Obtain legal andcommunity feedback
•
Maximize user choice
Download only or download plusadditional comms
•
Make alternative clear
Google PlaySMS Marketing - Text
"[ ] I'd like to receive SMS updates about [Firefox OS and other Mozilla products] (up to 4x per month).
Msg&Data rates may apply. Text STOP to 11111 to stop (opt-out conf. msg. will be sent). For info, reply HELP."
SMS Marketing - Questions
• Could some of the legal
copy be in a smaller font at the bottom of the screen? • Does the "Text STOP, etc"
need to be included in the opt-in screen, or can it be included in the first SMS
SMS Marketing – Privacy Policy
SMS Text MessagesMozilla provides an easy way to request an SMS text
message with a link to
download Firefox for Android. The mobile phone number
you provide will be used and stored only for the purpose of sending requested
communications and
Key Take Aways
• Maximize transparency and user choice
• Ask about and offer alternatives
Resources
• Do Not Track Field Guide
– http://dnt.mozilla.org
• Mozilla Advertising Standards
– http://wiki.mozilla.org/Privacy/Ad_Standards
• Online Advertising wiki page
– http://wiki.mozilla.org/Privacy/HowTo/OnlineAdvertising
• Mozilla Privacy Info Page
– Available on our Facebook page
• Mozilla Privacy Portal
