The OPENi Privacy by design presentation by Dr. Timos Kastrinogiannis (VELTI) @Athens hackathon, September 2014

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12 SEPT 2014
PERSONAL DIGITAL
DATA PRIVACY
OPENI PRIVACY-BY-DESIGN SOLUTION
Reinventing Marketing for the Mobile Era

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AGENDA
A Few Words about VELTI
Personal Data Storage Services
Tackling Digital Personal Data Privacy
On Educating Privacy-aware End-Users
Privacy-By-Design in Mobile Marketing
Reinventing Marketing for the Mobile Era

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ABOUT VELTI
Velti was founded in 2000 to develop and execute highly interactive campaigns
with subscribers for mobile operators.
Fourteen years later,
 VELTI is a global provider of mobile marketing & advertising solutions
that enable brands, advertising agencies, mobile operators, and media to
engage with consumers via their mobile devices.
 Consumers’ personal data privacy protection & consumer consent is
key to VELTI solutions
 VELTI conducts marketing campaigns in over 67 countries across the
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globe
 Most of the TOP-20 largest mobile operators worldwide have run
campaigns with VELTI

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ABOUT VELTI’s Innovation
Velti has a dedicated innovation team with 15 (25% PhD/ 75% MSc) employees with
analytical and innovation skills focusing on mobile technologies and next generation services
Velti Innovation Team Research Areas:
- Mobile Applications (native applications, mobile web, rich media advertisements)
- Cloud-based Systems & Applications
- Big- Data Analysis and Processing
- Digital Data Privacy & Monetization
- Mobile Advertising
- Advance User Visualization and Interaction Experiences
The team has been involved in more than 10 EU research projects within the past 5 year.
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A Rapidly Evolving Digital Era – Mobile & Personal
 Consumers spend more time on mobile than on computers. (Source: Fast
Company)
 Mobile internet access enabled by smartphones and tablets has nearly doubled
the amount of time spent online since 2010. (Source: Heidi Cohen)
 189 million Facebook users (almost one out of five) are mobile-only, and mobile
use accounts for 30% of Facebook ad revenue. (Source: Fast Company)
 751 million (nearly three-quarters of the total) Facebook users access the network
from mobile devices at least some of the time. (Source: Digital Buzz Blog)
 Twitter has more than 500 million total users. 288 million users are active monthly,
collectively sending out over 400 million tweets each day. (Source: Digital Buzz
Blog)
 25% of smartphone owners ages 18–44 say they “can’t recall the last time their
smartphone wasn’t next to them.” (Source: Fast Company)
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81*
Apps
Downloads in
2013
310*
Apps
Downloads in
2016
*Billions
- Source: © Gartner (Sept. 2012)

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Personal Data Challenges for End-Consumers
 A large majority of Europeans engage with Online Social Networks (OSNs)
74% of users consider that they do not have sufficient control
70% are concerned with the way such data are handled by
 Personal data sharing is a complex and pervasive process that is still not well
understood;
 Native Mobile Applications acting as Data Silos;
 Data Processors vs Data Collectors
 Personal Data Fragmentation
 Asymmetry between data processing and control means available to OSNs and
those afforded by citizens;
 Upcoming EU General Data Protection Regulation – harmonisation of EU’s legal
framework and improvement of users’ control over their shared data
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Data Protection Directive (EU - ePrivacy Directive)
Many types of data stored on or generated by a smart device are personal data. They are
personal data whenever they relate to an individual, who is directly (such as by name) or
indirectly identifiable to the controller or to a third party.
• Location
• Contacts
• Unique device and customer identifiers (such as IMEI, IMSI, UDID and mobile phone number)
• Identity of the data subject
• Identity of the phone (i.e. name of the phone)
• Credit card and payment data
• Phone call logs, SMS or instant messaging
• Email
• Information society service authentication credentials (especially services with social features)
• Pictures and videos
To the extent that the app developer has outsourced some or all of the actual data processing to a third party and
that third party assumes the role of a data processor then the app developer must comply with all obligations
related to the use of a data processor. This would also include the use of a cloud computing provider (e.g. for
external data storage).
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Data Protection Directive
Article 5 of the ePrivacy Directive
An app developer may use third party libraries with software that provides common functionalities, such
as for example a library for a social gaming platform. The app developer must ensure users are aware
of any data processing undertaken by such libraries and if that is the case, that such data processing
is compliant with the EU legal framework, including where relevant, by obtaining the consent of the user.
In that sense, app developers must prevent use of functionalities that are hidden from the user.
Data Protection Directive (Article 17)
It requires from the manufacturers of a device or an application to embed data protection from the very
beginning of its design.
This includes ensuring the availability of appropriate mechanisms to inform and educate the end user
about what the apps can do and what data they are able to access, as well as providing appropriate
settings for app users to change the parameters of the processing.
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OPENi Line of Thinking… Personal Data Service (PDS),
To address the multiplicity complexity and sustainability of the emerging cloud-based mobile apps ecosystem,
from both consumers’ and application developers’ point of view, OPENi project developed an innovative open-source
Graph API platform that:
enables mobile application consumers to store data and metadata from their mobile application
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usage in their own space in the cloud
“CLOUDLET"
This information, along with fruitful dynamic contextual data, can be then shared (under the control of the
consumers) securely among their applications, services and across connected devices, towards optimizing end-users’
overall quality of experience (QoE).

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Introduced Innovations on Privacy
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DIRECT & EXPLICIT
DATA MANAGEMENT
Users are the owners of
their personal data
generated, accessed and
managed by their mobile
applications & the
controllers of the access
permissions rules governing
the use of the latter.
CATALYZING CROSS
APP. DATA SHARING
Users make their data
available across
app/provider’s boundaries,
resolving today’s problems
of digital personal data
fragmentation in data silos
and duplication of among
various service providers.
CONTEXT AWARENESS
TYPE EXTENDIBILITY
Allows developers to
use and build context-aware
applications that
operate collaboratively
to enhance end-users
meta-information on a
common platform
PRIVACY-BY-DESIGN
ARCHITECTURE
Via users’ Cloudlet OPENi-enabled
applications can
access, store and update users’
data and content according to
their preferences. OPENi API
Platform has no direct access to
any of user’s data, acting as
personal digital data proxy.

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Personal Data Storage Services Landscape
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OPENi Profiled and Analysed a number of Personal Data Storage
services to ascertain the De facto industry standards with regard to:
data privacy,
data control,
interoperability with 3rd party apps and services
accessibility and ease of use.
CAYOVA, FredomBox, Gigya, Personal, Mydex, OwnCloud, Pidder,
Privowny, Qiy, e.t.c.

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OPENi Cloudlet Positioning
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EDUCATING PRIVACY
AWARE USERS
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STEP I. Understanding Complexity for End-Users Point of View
Which Types of Data are Most Interesting at the
Time of Installation
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Surprise for Types of Data Collected.

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STEP II. Introducing a Taxonomy: “OPENi Privacy Dimensions”
OPENi Privacy Dimensions High Level Opt-in Opt-out Dimensions Dimensioning (max) Auditing/Monito
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ring
(P0 (high) – P3 (low))
User Profile (General Setting) Let apps access my profile
(e.g., name, picture and other count information)
[10,1]
Assuming 10 CBS accounts per user.
P0
User Profile (Online Payment) Let apps use my access online wallet accounts for experiences across apps. [5,1]
Assuming 5 Cards per user.
P0
Device Profile Let apps use my device unique identifiers (such as: MAC, IP, UDID, UUID,
Advertising ID).
[1] P1
Device Comp. Let apps use my Webcam and Microphone. [1] P3
Contacts/Groups Let apps access my contacts information [5] P2
Location Let apps use my location via
A. WiFi
B. GPS
C. 3G/GPRS
[N,N,N,N]
[N,N]
[N]
where N >> 1000
P2
Social Activity Let apps access information about my social activity. {N}
where N >> 1000
P2
Media Files Let apps use my media. {M}
where M > 1000
P2
Product and Services Let apps use my services and product information [M, M]
where M ~ 1000
P3
Health Factors & Condition Let apps access my health profile information [M, M, M]
where M ~ 1000
P0

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STEPIII. OPENi Permission Visualisation
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I. Permissions Dialog & Personal
Data Visualization
II. Personal Data Management
(Opt-in & Opt-out)
III. Fine-grained Privacy Control
interface
IV Auditing

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PRIVACY BY DESIGN
THE CASE OF MOBILE
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MARKETING

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Personalized Advertising Use Case Ecosystem
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Privacy Concern Challenges
PERSONAL DATA
FRAGMENTATION
 Among Multiple Data
Collectors and Controllers
 Almost Impossible to Proses
and Derive Intuitive
Outcomes
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APP DEVELOPERS
ISOLATION
MOBILE APP. USERS
 Cannot control the ad serving
process even if users
experience is reduced.
 Cannot assert data privacy
and gain trust.
 Cannot Control the Ad
Serving Process;
 Cannot Control the Use of
the Personal Data that they
Share.
 Cannot Receive Personalized
Ads based on their Context
and Interests.

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On Privacy-Aware Ad Targeting (Service Enabler)
How about a mechanism to allow users monitise their data; include something that rewards users for sharing their data (in a privacy preserving
way) with an advertising service?
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ADVERTISER
OPENi Platform
Personal Data
Advertising SE
Targeting Audience Management - Dashboard
 Audience Demographics
 Targeting Analysis
 Campaign Audience Monitoring
AD Network  Retargeting & Optimization
(Mobile Ad Server, Rich
Media Server)
Targeting Data
Ad Serving
(Targeted)
A
B
C

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On Privacy-Aware Ad Serving – A novel “Pull” Model
OPENi Platform
OPENi API Platform
Cloudlet
Timeline SE
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CBSs
Recommender SE Advertising SE
Advertisers
Mobile Ad
Networks
Ad ID
Ad ID
Ad Anonymously Served
• Any OPENi-enable application in order to serve
an ad to a specific user is just accessing users’
Advertisement Object(s), stored in his/her
Cloudlet word, towards retrieving an Ad
Campaign ID and the name of the Mobile Ad
Network via which it will pull the content of the
ad.
• Since the latter Ad Campaign ID and
corresponding information related to the ad (e.g.,
the advertising brand, mobile ad network, e.t.c.)
is stored in OPENi users’ Cloudlets
Advertisement type of objects, the OPERA users
will be able to explicitly control the access/use
of this object(s) by their apps. Specifically, by
opting-out from the use of the latter objects,
her/his app will not have the ability to access the
above objects and thus, the user will never get a
Campaign X Ad.

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End-consumers
Have full control and transparency of the use of their personal data from their personal Cloudlet.
Can potentially monetize the use of the latter (e.g., via loyalty programs)
Added Value: they receive more useful information, while they retain control of their data
Publishers (OPENi Application Developers)
Retain the option to use existing advertising models
Explore new marketing models with ease for their business models (affect and control the value of their applications)
Retain control over what type of campaigns are visible to their end-consumers/users.
Added Value: their consumers are more satisfied with more relevant campaigns, advertisers run more campaigns on their OPENi enabled
applications (increase value).
Advertisers
Enhance their capabilities to target personalised advertising and marketing campaigns but in a transparent way and to the explicit control of
the end-consumer.
Added Value: they can perform better audience management and targeting
Data Owners /Services
Personal data available through the OPENi platform from 3rd parties can be used for personalised advertising and marketing campaigns if
the end-consumers have provided their explicit consent, thus unlocking the value of these personalised data.
Added Value: they may receive part of the revenue from the advertising campaign while fulfilling regulatory framework
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OPENi Emerging Ecosystem and Business Value

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THANK YOU
MORE INFO AT WWW.VELTI.COM
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