9_Privacy+Wed,6.10

[|Andreas Weigend] STATS 252, Stanford University, Spring 2009 Class time: this FINAL class is Wednesday, June 10, 12:15 - 3:15PM Class location: Gates B01
 * Data Mining and E-Business: The Social Data Revolution**

Initial Contributors:
Jennifer Sniadecki Murphy,Robert Cornelius Singh, Aditya Sharma,Chetan Veeru Bhotla Jue,Kevin Erdem,Tevfik Burak Cutler,Blake Robertson Jones,Matt Knight

Recordings: http://weigend.com/files/teaching/stanford/2009/recordings/audio/weigend_stanford2009_9.1_privacy_2009.06.10.mp3 http://weigend.com/files/teaching/stanford/2009/recordings/audio/weigend_stanford2009_9.2_mobile_2009.06.10.mp3

Transcripts: http://weigend.com/files/teaching/stanford/2009/recordings/audio/weigend_stanford2009_9.2_mobile_2009.06.10.doc http://weigend.com/files/teaching/stanford/2009/recordings/audio/weigend_stanford2009_9.1_privacy_2009.06.10.doc

=Class 9: WEDNESDAY, June 10, 2009 12:15 - 15:15, Gates B01=

Agenda:
1. Instrumenting Pages 2. Protecting Privacy with Cynthia Dwork 3. Medial Data with Michael Hard 4. Mobile Advertising with Amit Goswami 5. Online Dating with Christian Wiklund

Guest Speakers:
Research Interests: Private data analysis, Foundations of cryptography, combating spam, complexity theory, web search, voting theory, distributed computing, interconnection networks, algorithm design and analysis
 * [|Cynthia Dwork, Microsoft Research]**

Part 1: Instrumenting pages
1215 **Sniffing the digital exhaust** Andreas Weigend

At what point do you feel your privacy is threatened? In many cases the question of whether or not to share personal data comes down to incentives. There may not be a well defined line between what people are willing and unwilling to share. Gmail has access to your e-mails and delivers targeted ads based on e-mail content, but offers a "free" service with unlimited space in exchange. What kind of information do you share on a daily basis? Some examples of data that is regularly collected about you are search history, browsing history, location (via mobile phones, wifi connections), phone logs, phone usage patterns.

Is information sharing symmetric? On facebook you know just as much about any of your friends as they know about you. Is someone's ability to use your shared personal information against you offset by your ability to use it against him or her? What about identity theft? Where is the line between your online profile and your real life? How do you verify that someone is who s/he says s/he is? Answer: more data.

1230 **Protecting privacy** Cynthia Dwork | Microsoft Research //[|Cynthia Dwork, Microsoft Research]//

Is anonymous data anonymous? [|How To Break Anonymity of the Netflix Prize Dataset] : "The dataset is intended to be anonymous, and all customer identifying information has been removed. We demonstrate that an attacker who knows only a little bit about an individual subscriber can easily identify this subscriber's record if it is present in the dataset, or, at the very least, identify a small set of records which include the subscriber's record." [Narayan and Shmatikov, 2006]

1315 **Discussion**

Part 2: Instrumenting people
1350 **The future of medical data** Michael Hard

Health Care spending is projected to rise to about 20% by 2020. This is one of the highest in all developed countries []. There is incredible profit potential here in finding more effective ways of delivering health care to individuals. If people can be properly instrumented and better data can be collected, then this data can be used to give people relevant health information *now*. This will enable individuals to make lifestyle adjustments to prevent or reduce long term health consequences, rather than reacting to them as they come. One question asked was, "how do you convey health risks and consequences to people in a way that will produce behavioral changes?". Generally, people can be slow to make lifestyle changes for health risks that may be a long way off. Additionally, statistics and probabilites tend to be the language of health risks and consequences, which can be difficult to understand. If instead it was possible to get relevant information about current health states such as tiredness, stress levels, etc, then that might provide additional incentive to make use of available technologies.

Startups/Companies discussed: - [|23 and me] - [|LifeCOMM] - [|Google Health] - [|Microsoft Healthvault]

1400 **The future of mobile advertising** Amit Goswami | Orange-France Telecom Research > >
 * Intro: Orange and orange Labs
 * Mobile advertising market reality check –US/France/UK market status
 * Data mining and Operator's role…Privacy and regulation
 * Scenario: Orange as a Data trust
 * Business & Technology case for call data mining and advertising
 * Business & Technology case for ISP data mining and advertising
 * Business & Technology case for Location data mining and advertising
 * Final thoughts.

"The advertiser is the customer, not advertisee. The idea is to make advertising easier, and more effective for advertisers."

1430 **The future of dating** Christian Wiklund | CEO, [|Skout.com] - The Evolution of Dating: Offline, Online, Mobile - Leveraging real time location: Mr Right vs Mr Right Now - Some problems: Porn, Posers and Prostitutes - Skout as the dating ecosystem

[|Interview with Christian], discussing Skout.com

1500 **Outlook** - The one thing that you have learned in this course

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