Privacy vs Identity Resolution — David Finkelstein // BDEX

David Finkelstein, CEO of BDEX, discusses the overlap of data, privacy, marketing and technology. When most of us get onto a website for the first time, chances are we’re not reading the fine print before opting in to have them track our data. And, though there are a lot of issues around data privacy, in reality, this data powers better marketing and more optimal user experiences. Today, David talks about privacy versus identity resolution.
About the speaker

David Finkelstein

BDEX

 - BDEX

David is the CEO of BDEX

Show Notes

  • 03:18
    The conflict between privacy and identity resolution
    Theres always conflict between the two. Ultimately, the aim should be establishing a process where youre able to collect first-party data and enrich it with third-party data in an ethical and legal way.
  • 06:44
    Rules and regulations are for identity graph companies
    BDEX vets customers beforehand on their privacy policies, data usage, and their data collection methods. They also dont collect any data and allow consumers to opt out on their platform as well.
  • 11:18
    Ethical data practices when building data products
    While this process can be a complicated one, it really boils down to providing users with the ability to opt out of having their data collected.
  • 13:08
    Whether IP address are considered PII
    Some consider IP addresses PII while others dont. This ambiguity is part of the reason that IP addresses need to be encrypted or have the last digit taken off to make them unaddressable.
  • 14:56
    Dos and donts of enriched data
    While there are always concerns about privacy, theres also a need for balance between privacy and user experience. Essentially, the data should be used to improve targeting and the user experience.
  • 18:48
    How to ensure data is only used for the purpose it was collected
    This comes back to giving users the ability to opt in or out of having their data tracked. So, people should immediately be able to choose how they want or dont want their data to be used.

Quotes

  • "When you're collecting first-party data, you have a responsibility to tell people what you're collecting and what you're going to use it for." -David Finkelstein, CEO, BDEX

  • "When you're buying third-party data to enrich your first-party data, make sure that you're doing that with a company with all the right controls in place to ensure that those checks and balances exist." -David Finkelstein, CEO, BDEX

  • "We don't actually collect any data or own any data. We have 100 different data partnerships and all those companies own their own data. And we aggregate it for them into our platform." -David Finkelstein, CEO, BDEX

  • "My feeling is that an IP address is not PII because it can't be linked to a single person. Even if you can identify the household, youre unable to identify the individual in that household." -David Finkelstein, CEO, BDEX

  • "Under GDPR, IP addresses need to be encrypted or they just take off the last digit. By taking off the last digit, you're narrowing it down to literally 254 different addresses, making it unaddressable." -David Finkelstein, CEO, BDEX

  • "On one hand, people say my privacy, my privacy. On the other hand, do you want a bad experience when you're online, watching TV, or getting junk mail in your mailbox?" -David Finkelstein, CEO, BDEX

About the speaker

David Finkelstein

BDEX

 - BDEX

David is the CEO of BDEX

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