Transcript Diapositive 1

For Your Eyes Only
Are there alternatives to the consensual
exploitation on social media?
Vincent Toubiana (Bell Labs France)
How to prevent content exploitation
on Facebook?
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There is a really simple solution.
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Copy/past that text.
Reflect some growing concerns
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Focused on User Generated Content,
Addressed to agencies/institutions,
The new one mentions commercial use.
June 2012
November 2012
Facebook Privacy Trends
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List of Facebook main criticisms:
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News feed (September 5, 2006)
Beacon (November 2007)
Content ownership (February 2009)
Default setting modification (December 2009- May 2010)
Open graph protocol (April 2010)
Micro targeting (October 2010)
Tracking cookies in Like button (October 2010)
Facial recognition (June 2011)
Timeline (September 2011)
Custom audience (September 2012)
Timeline
Default settings
Like button
Content ownership
NewsFeed
Beacon
OpenGraph
Micro
targeting
Tag suggestion
Most of these features only aim at increasing user participation to the social network and develop user base.
As a side effect users are paying less attention to Facebook tracking.
How are private data used for monetization
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What information Facebook uses to target ads
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Targeting options too accurate (Micro-targeting [1]),
Retargeting based on email address, phone numbers,
Uses of applications and likes.
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Advertising is not based on Generated Content but on
declared data and Web-tracking.
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Use of private messages to inflate ‘Like’ [2]
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Done via personal message sharing,
Did not seem to violate user expectations.
[1] Korolova, Aleksandra. "Privacy violations using microtargeted ads: A case study." Data Mining Workshops (ICDMW), 2010 IEEE International Conference on. IEEE, 2010.
[2] How private are your private messages? http://blogs.wsj.com/digits/2012/10/03/how-private-are-your-private-messages/
Existing Alternate Business Models
• Facebook does not rely
exclusively on advertising
• Payment generates 14 percent of the revenue
in 2012.
– With facebook connect used everywhere, could
Facebook become a new paypal?
• Facebook Gifts represents promising source of
revenue.
– Significant impact on Facebook share.
– Facebook knows what you could offer to your
friend,
» Avoid providing unwanted
recommendations (Target mistake).
Existing Alternate Business Models
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Service subscription:
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Last.fm
App.net
Pay to follow
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Pheed.com
User pay to subscribe to others feed
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Mostly useful for celebrities.
How to handle content duplication?
Users unlikely to pay for subscription at
this point.
Existing Alternate Business Models
• Linked-In subscriptions:
• Provide premium access to some services
• Offers for recruiters & job seekers
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13 subscription plans (5$ - 299$/month),
Enable premium access to user profiles,
More frequents updates.
Technical Solutions to the Ownership Problem
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Distributed social networks
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Enforce User Control over their data,
Specific Business models.
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Address vertical privacy issues,
Address some “lateral privacy” issues (i.e. settings update),
Create other issues, and not simple to use [1].
Obfuscation
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Pay to host
Advertising chosen by your friends to target you
Pollute the service provider with limited effect on your social-network,
Possible by combining Access Control Policy.
Privacy Friendly widgets
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Alternatives to the like button that track you only when you click on it,
Mozilla Social API could preserve users' privacy.
[1] Narayanan, Arvind, et al. "A Critical Look at Decentralized Personal Data Architectures." network 25: 8.
Go viral to enforce user privacy
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People are looking for simple solutions
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Example: Privacy notice
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Could work in some cases, ask user to change
settings, vote
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Interestingly, 1M+ people had that notice posted
publicly on their timeline or info page,
Users are looking for simple solutions.
Disable public access to your data,
Limit instant-personalization [1].
Effects of viral posts:
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Regulation,
Competition between social network
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See Facebook changes after the release of Google+
[1] Arvind Narayanan, “The Anatomy of a Privacy meme”, http://arvindn.livejournal.com/124597.html