This is a webcast of the live San Francisco session.Why you should attend
Collecting data from and about consumers is now nearly ubiquitous online, in mobile apps, and in social media. Most brands use this data in some way, such as to personalize messages and content, to optimize their sites or apps, or to improve their products, services, and offerings. Brands may choose from hundreds of vendors to assist them in these efforts. The data collected is often just anonymous unique identifiers and segments of potential interest, although in the context of social media apps, for example, the information is often personally identifiable. However, with all of this advancement and revenue at hand – online advertising alone topped $100 billion for the first time in 2012, while social media and mobile ad spending combined for $22 billion, also a new high – brands and their vendors are operating in a rapidly growing area that continues to lack regulatory certainty in the U.S. and around the world. The FTC has proposed best practices, but sued those that have stepped over the line; state attorneys general have started to do the same; the press has called out companies for data uses that they may not have considered to be improper; the self-regulatory sector continues to innovate; standards bodies are tackling cutting-edge issues such as how to interpret a consumer’s “do-not-track” signal; class action lawyers are as active as they have been in over ten years, and becoming more creative all the time; and regulators around the world are looking to apply new standards to traditional tools like cookies and web beacons.
Please join us as leading practitioners and industry experts explore the cutting-edge legal concerns in online tracking and targeting. What are the regulators around the world calling for? How is the market reacting? What are common practices and what are outliers? What are class action lawyers looking for? What kinds of issues interest the press? And, by the way, how does all of this work? Ultimately, how can companies protect their brands while taking advantage of some of the most common tools available? How can brands adopt new business models that emerge like dandelions and promise more revenue and better consumer engagement?
What you will learn
- How online, mobile, and social media tracking and targeting work from a technical perspective
- Hot topics in online privacy law, including advertising in online, mobile apps and social media; how to interpret a “do not track” header; and new issues surrounding the use of “big data”
- Self-regulatory initiatives associated with online and mobile tracking and targeting
- Fact patterns that have resulted in bad PR, government enforcement, and private litigation
- How regulators around the world are addressing tracking and targeting
- How Chief Privacy Officers at leading companies are handling tracking issues now
- Practical tips for handling real-world issues
Who should attend
In-house counsel and outside counsel, and business professionals who need to be on the cutting edge of the legal issues surrounding the uses of tracking data for delivery of advertising, personalized content, or analytics.
PLI Group Discounts
Groups of 4-14 from the same organization, all registering at the same time, for a PLI program scheduled for presentation at the same site, are entitled to receive a group discount. For further discount information, please contact membership@pli.edu or call (800) 260-4PLI.
PLI Can Arrange Group Viewing to Your Firm
Contact the Groupcasts Department via email at groupcasts@pli.edu for more details.
Cancellations
All cancellations received 3 business days prior to the program will be refunded 100%. If you do not cancel within the allotted time period, payment is due in full. You may substitute another individual to attend the program at any time.
All times are P.S.T.
Morning Session: 9:00 a.m. - 12:30 p.m. (P.S.T.)
9:00 Introduction
D. Reed Freeman, Jr.
9:15 Tracking, Targeting and Analytics: How It Works and Business Models
- How cookies, local storage, device IDs, web beacons, and other common Internet technologies work
- Nuts and bolts of server calls, cookie syncing, party positions, and redirects
- Nuts and bolts of do-not-track mechanics
- Business models, including contextual advertising, retargeting, online behavioral advertising, ad networks and similar models, DSPs, SSPs, platform services, analytics, site optimization, and data append
Shane Wiley
10:15 Putting It Together: Running Programs on Social Media, Mobile and Apps
- Working with vendors in social media and mobile – practical tips for advertisers, developers, and agencies
- Special concerns – understanding and complying with social media and mobile platform terms and rules
- Facebook basics: plug-ins, apps, and advertising on Facebook
- Twitter requirements
- Google/YouTube
- Pinterest and more
- Self-regulation and the mobile/social media environment – recent developments and practical tips
Ted Lazarus, Marcus A. Morissette, Dominique R. Shelton, Nandita "Toma" Shepherd
11:15 Networking Break
11:30 Class Action Status
- Survey of privacy class action cases filed in 2012 and 2013
- Business practices challenged and causes of action alleged
- Review of decisions and settlements in the cases to date
- What can we expect in claims?
- After standing, what will be the focus of the defense?
Scott A. Kamber, David F. McDowell
12:30 Lunch
Afternoon Session: 1:30 p.m. - 5:00 p.m. (P.S.T.)
1:30 Tracking and Targeting Online, on Mobile Devices, and in Social Media in Asia and Canada
- Overview of how the Personal Information Protection and Electronic Documents Act (“PIPEDA”) and Canada’s new Anti-Spam Legislation (“CASL”) apply to tracking technologies
- Views of the Canadian regulators on tracking and online behavioral advertising
- Update on status of CASL’s coming into force
- Status of emerging regulatory and self-regulatory trends and enforcement risk in Asia, Oceania and India
Shaun Brown, Justin B. Weiss
2:30 Tracking and Targeting Online, on Mobile Devices, and in Social Media in the EU, Mexico, Central America and South America
- Implementation of EU cookie requirements across the EU
- Likely effect of the EU Privacy Regulation: extra-territorial reach, restrictions on profiling
- The future of online tracking in Europe?
- Survey of current and emerging landscape of Latin American data protection and habeas data laws, including EU adequacy findings
- State of and challenges to enforcement, including actions under the new Mexican data privacy law
- Update on cooperative initiatives, including the Ibero-American Network of Data Protection (“RIPD”)
Jim Halpert, Susan Lyon-Hintze
3:45 Networking Break
4:00 U.S. Regulatory and Self-Regulatory Approaches
- Federal Trade Commission guidance and enforcement actions (online, mobile, and social media targeting)
- Obama Administration’s work on voluntary codes of conduct
- Legislative proposals – Federal and State
- Self-regulation
- Overview of the Digital Advertising Alliance’s Self-Regulatory Principles and implementation guidelines
- Special focus on do-not-track initiatives
- How to comply with the Self-Regulatory Principles: advertisers, web publishers, and online and mobile advertising service providers
- Interplay between the DAA and the Council of Better Business Bureaus
Laura Berger, D. Reed Freeman, Jr., Stuart P. Ingis
5:00 Adjourn
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