Rob Heyman, Jo Pierson and Ike Picone (IBBT-SMIT)
Transcription
Rob Heyman, Jo Pierson and Ike Picone (IBBT-SMIT)
Mapping of the process to commodify Personal Identifiable Information 3.1.1Mapping and in-dept analysis of corporate profiling techniques Rob Heyman, Jo Pierson, Ike Picone IBBT-SMIT Vrije Universiteit Brussel 4 Januari 2012 User Empowerment in a Social Media Culture ! RESEARCH REPORT ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !"#$%&'()*#$'#+,%-+%.%/)0-.1%2#3-.%451,5$#% ! "#$$%&'!()!*+,!$-(.,//!*(!.(00(1%)2!3,-/(!51,&*%)%#64,!5&)(-0#*%(&!%&! /(.%#4!0,1%#! 7#&8#-2!9:!;<==! >?=?=@!"#$$%&'!#&1!%&A1,$*+!#*/%/!()!.(-$(-#*,!$-()%4%&'!*,.+&%B8,/! % 6)7%8#9'.+:%;)%<-#$")+%=%>?#%<-0)+#%@>AABC/2>BD% ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! "! ! ! 1. Abstract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able of Contents CDEDFCGH!CD3ICJ!???????????????????????????????????????????????????????????????????????????????????????????????????????????!=! =?! 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E9#9"9! F/+0!G+-+0(.+,!H%-.+-.!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!""! M?>?! 3,-/(!51,&*%)%#64,!5&)(-0#*%(&!?????????????????????????????????????????????????????????????????????????!=>! E9I9"9! <==!(/!JK(-%-8*'.8!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"I! E9I9#9! <==!(/!F/+0!G+-+0(.+,!H%-.+-.!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"E! E9I9I9! <==!(/!&%**%,'.8!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"L! E9I9M9! H%%A'+/!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"L! E9I9E9! H%%A'+!%&&200+-&+!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"N! E9I9L9! H%**%,'>'&(.'%-!%>!<==!+-(6)+,!68!&%%A'+/!9999999999999999999999999999999999999999999999999999999999999!#"! M?9?! G(&*,Q*8#4!%&*,'-%*2!????????????????????????????????????????????????????????????????????????????????????????????????????!;9! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! #! ! E9M9"9! O'/2()!&%-/.0('-./!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!#P! M?M?! 5&*,'-#*%(&!()!#))(-1#&.,/!%&*(!*+,!$,-.,%L,1!#&1!.(0$4,*,!.(&*,Q*!???????!;R! M?N?! 355!#&1!STG!????????????????????????????????????????????????????????????????????????????????????????????????????????????????????!>=! M?U?! G(&.48/%(&!??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????!>=! N?=?! E,4,.*%(&!?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????!>;! N?;?! 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R--+B!#!V(')!X+.)%4!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"#"! ""9I9! R--+B!I!V(//'1+!V+,'(!<0%,2&./!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"#I! ""9M9! R--+B!M!X+.)%4!=-.+01'+;!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"#I! ""9E9! R--+B!E!X+.)%4!(,/!/%),!68!Y+)4(&%*!$A8-+.!9999999999999999999999999999999999999999999999999999999999999!"M#! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! I! ! ==?N?! F&&,Q!N!X#.,6((Y!$,-0%//%(&/!?????????????????????????????????????????????????????????????????????????!=9>! ! 3. List of figures, list of tables, list of abbreviations U=GFZS!"!RW[YS!U\R$]!<\R^SZ!$S::=XG$!?RW[YS3!#TTN@!99999999999999999999999999999999999999999999999999999999999999999999999!"N! X5TSCD!;!GII[5D!5"3KD"DWJFJ5IW!\FZI]D:!;<==^!999999999999999999999999999999999999999999999999999999999999999999999999999999!#"! U=GFZS!I!RWW=:=[X![U!<==!?RW[YS3!#T""@!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!##! U=GFZS!M!YS]RO=[FZR\!:RZGS:=XG!?RW[YS3!#T""@!999999999999999999999999999999999999999999999999999999999999999999999999999999999999!##! U=GFZS!E!<SZHS=OSW!RXW!H[V<\S:S!H[X:S_:!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!#E! U=GFZS!L!<SZHS=OSW!RXW!ZSR\!RUU[ZWRXHS$!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!#N! U=GFZS!Q!<SZHS=OSW!RXW!ZSR\!RUU[ZWRXHS$!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!IT! U=GFZS!P!XS:\[G!ZSG=$:ZR:=[X!U[ZV!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!IL! U=GFZS!N!U=\\!=X!:]S!$SHFZ=:^!H[WS!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!IQ! U=GFZS!"T!XS:\[G!SKVR=\!C=:]!RHH[FX:!H[XU=ZVR:=[X!ZS`FS$:!999999999999999999999999999999999999999999999!IP! U=GFZS!""!U=XW!^[FZ!UZ=SXW$![X!XS:\[G!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!IP! U=GFZS!"#!V[ZS!UZ=SXW$3!V[ZS!UFX!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!MT! U=GFZS!"I!S_RV<\S![U!R!\[G!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!M#! U=GFZS!"M!H[[J=S$![X!XS:\[G!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!MM! U=GFZS!"E!$<[X$[Z<R^!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!ML! U=GFZS!"L!S_RV<\S$![U!$<[X$[Z<R^!?XS:\[G3!#T""R@!9999999999999999999999999999999999999999999999999999999999999999999999999!MQ! U=GFZS!"Q!=XO=:S!UZ=SXW$!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!MQ! U=GFZS!"P!YS\GRH[V!$J^XS:!XS:\[G!<Z[WFH:$!?YS\GRH[V3!#T""@!999999999999999999999999999999999999999999!"MI! U=GFZS!"N!XS:\[G!:RZGS:SW!RWOSZ:=$=XG!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!ET! U=GFZS!#T!S_RV<\S![U!R!XS:\[G!RWOSZ:=$SVSX:!9999999999999999999999999999999999999999999999999999999999999999999999999999999999!E"! U=GFZS!#"!URHSY[[J!ZSG=$:ZR:=[X!$:S<!"!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EI! U=GFZS!##!WR:S![U!Y=Z:]!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EM! U=GFZS!#I!$SHFZ=:^!H]SHJ!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EE! U=GFZS!#M!URHSY[[J!<Z[U=\S!H[V<\S:=[X!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EL! U=GFZS!#E![<SX!GZR<]!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EQ! U=GFZS!#L!WSU=X=XG!RH:=[X$!=X!:]S![<SX!GZR<]!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EP! U=GFZS!#Q!UZ=H:=[X\S$$!$]RZ=XG!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EP! U=GFZS!#P!ZS`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a$!RXXFR\!XS:!ZSOSXFS!Y^!<Z[WFH:!999999999999999999999999999999999999999999999999999999999999999999!Q"! U=GFZS!IP!b[=X!\=XJSW=X!:[WR^!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!Q#! FIGURE 39 LINKEDIN ADS (WALSH)!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!QQ! FIGURE 40 CREATE A NEW AD!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!QP! FIGURE 41 POSITIONS OF ADS!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!QN! FIGURE 42 LINKEDIN DIFFERENCES BETWEEN PREMIUM AND BASIC SUBSCRIPTION !999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!DCCIC_!]II["FC[!WIJ!ZDX5WDZ?! U=GFZS!MI!:C=::SZ!$=GX!F<!?:C=::SZ3!#T""R@!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!PM! U=GFZS!MM!:C=::SZ!HZSR:S!V^!RHH[FX:!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!PE! 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(6%2.! .;%! /+7(0(.+! &%-.+B./j! .5+! 7+0&+'1+,!(-,!.5+!&%*7)+.+!&%-.+B.9!:5+!7+0&+'1+,!&%-.+B.!'/!.5+!/7+&'>'&!&%-.+B.! ;5+0+! (! 2/+0! .5'-A/! 5+! %0! /5+! '/! '-3! ;5')+! .5+! &%*7)+.+! &%-.+B.! '/! .5+! &%-.+B.! ;5+0+!X'//+-6(2*/!',+()!/26e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sychologists, but this sychology is of little difference between that the existence of tor’s experience and and, tightly couples and experience. The e action capabilities it is the mental and man’s position that ties. He states that to the operations of uggest the range of that when designers user knows what to omplex things may mple things should d. rman stresses the es [15, 16, 17] and ances: real from perceived h, but the perceived ability. I didn’t make book and I have spent widespread misuse of to mitigate future learly separate the on specifying the of affordances [18], rdances from their his original usage. ns about affordances n in that article. We on. ! X%0*(-g/! (-,! G'6/%-g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j! ! d999.5+! .+0*! DMM=.PD5J1' 0+>+0/! .%! .5+! 7+0&+'1+,! (-,! (&.2()! 70%7+0.'+/! %>! .5+! .5'-43! 70'*(0')8! .5%/+! >2-,(*+-.()! 70%7+0.'+/! .5(.! ,+.+0*'-+! e2/.! 5%;! .5+! direction to the actor for6+! there to be an affordance. .5'-4! &%2),! 7%//'6)8! 2/+,9! R! &5('0! (>>%0,/! ?d'/! >%0g@! /277%0.! (-,3! .5+0+>%0+3! According to Norman’s use, on the other hand, #Tthe (>>%0,/!/'..'-49!R!&5('0!&(-!()/%!6+!&(00'+,9g !?X%0*(-3!"NNP@! affordance would only exist if there was information to ! specify the possibility for action and the actor had :5'/!,+>'-'.'%-!;(/!(-!+B.+-/'%-!%>!(-!%),+0!,+>'-'.'%-!68!.5+!7/8&5%)%4'/.!b(*+/! learned how to interpret the information. In this case, there would need to be a door handle that signaled the b9!G'6/%-9!dG'6/%-!'-.+-,+,!(-!(>>%0,(-&+!.%!*+(-!(-!(&.'%-!7%//'6')'.8!(1(')(6)+! of opening to the If we were to'-,+7+-,+-.! redraw '-!direction .5+! +-1'0%-*+-.! .%! actor. (-! '-,'1',2()3! %>! .5+! '-,'1',2()g/! (6')'.8! .%! Figure 1 using Norman’s definition, the two sections on 7+0&+'1+! .5'/! 7%//'6')'.89g! ?V&G0+-+0+! o! ]%3! #TTT@! :52/! .5+! 6'44+/.! ,'>>+0+-&+! the right, Optics and the Environment to be Perceived, 6+.;++-! .5+/+! .;%! %>! (>>%0,(-&+/! )'+/! '-! .5+! >(&.! .5(.! X%0*(-! would be collapsed into '-.+070+.(.'%-/! a single section. /++/!Table .5+/+! (/! ','%/8-&0(.'&! (-,! G'6/%-! 1 highlights the different meanings assigned/++/! to .5+/+! (/! '-,+7+-,+-.! %>! 2/+0/g! affordances by Norman and Gibson. Gibson’s Affordances • • • Offerings or action possibilities in the environment in relation to the action capabilities of an actor Independent of the actor’s experience, knowledge, culture, or ability to perceive Existence is binary – an affordance exists or it does not exist Norman’s Affordances • • • • Perceived properties that may or may not actually exist Suggestions or clues as to how to use the properties Can be dependent on the experience, knowledge, or culture of the actor Can make an action difficult or easy Table 1: Comparison of affordances as defined by (6')'.'+/!.%!7+0&+'1+!.5+*9!! Gibson and Norman. ! J#64,!=!G(0$#-%/(&!()!#))(-1#&.,/!#/!1,)%&,1!62!T%6/(&!#&1!W(-0#&?!\".T-,&,-,!c!H(:!;<<<^! The most fundamental difference between the two definitions is that for Gibson an affordance is the action X%0*(-g/! ,+>'-'.'%-! *%0+! 7%72)(0! possibility itself whereas 6+&(*+! according to Norman’s use it (-,! ;'.5! .5(.! ()/%! .5+! '-5+0+-.! has been both the action possibility and the way that that(-! (0.'&)+! .%! (,,0+//! .5'/! 70%6)+*9! (*6'42'.'+/9! =-! "NNN! X%0*(-! ?"NNN@! ;0%.+! action possibility is conveyed or made visible to the ]+! ;0%.+! d(>>%0,(-&+/g! '-! </8&5%)%48! %>! S1+08,(8! :5'-4/! ;5')+! 5+! /5%2),! 5(1+! actor. Norman’s “make it visible” guideline actually ;0'..+-! d7+0&+'1+,! (>>%0,(-&+/g9! Y8! 0+>+00'-4! .%! 7+0&+'1+,! (>>%0,(-&+/! 5+! ;(/! maps quite nicely to Gibson’s statement that there must !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! be perceptual information that specifies the affordance #Tfor the affordance to be directly perceived. We believe !:5'/!D2%.+!;(/!;0'..+-!>%0!.5+!>'0/.!.'*+!'-!:5+!</8&5%)%48!%>!S1+08,(8! that this difference has caused confusion in the HCI :5'-4/3!726)'/5+,!'-!"NPN!68!Y(/'&!Y%%A/9!:5+!W+/'4-!%>!S1+08,(8!:5'-4/!'/!(! community. In his original definition, Norman collapsed 0+1'/'%-!%>!.5'/!6%%A9!:5+!D2%.+!5(/!-%.!&5(-4+,9! two very important but different, and perhaps even he Differences anonical example of independent, aspects of design: designing the utility of amely the affordance !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' an object and designing the way in which that utility is es between Gibson’s ! conveyed to the user of the object. Because Norman has concept. Consider a stressed (but not entirely limited himself to) perceived panel. Without prior affordances, he has actually favored the latter of the #L! ! 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o!]+8*(-!?#T""@!(0+!,0(;'-4!(!)'-+!6+.;++-!.;%!/%0./!%>! ,(.(!,'/&)%/20+j!'*7)'&'.!(-,!+B7)'&'.!+B7%/20+9!SB7)'&'.!+B7%/20+!;(/!,+>'-+,!(/! (-!(&.!%>!&%**2-'&(.'%-!A-%;'-4)8!,%-+!68!2/+0/!.5+*/+)1+/!'9+9!27,(.'-4!.5+'0! /.(.2/!%0!.;++.'-4!/%*+.5'-49! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! #N! ! Implicit exposure was defined as the disclosure of information that is not part of the action performed by the user. For example, not all users are aware of the fact that cookies gather user behaviour (Walrave, 2002). Users who disclose information implicitly are not able to take this disclosure into account and this might breach their contextual integrity. The perceived affordances can be linked to the act of explicit exposure as users see the function of the tool as they use the tool. The same can be done for implicit exposure and real affordances. Due to the emphasis on the independence of real and perceived affordances, it is now easier to define a mode of exposure, which is both explicit as implicit. This is for example what happens with social advertising. Users of Facebook explicitly announce that they ‘like’ a certain brand. This action is explicit and users are aware of the affordance that this action will share this information in their network. If we formulate this differently, we can state that users are aware of the perceived affordance. But, this action can also be implicit, because the person who liked the advertisement may be used in the advertisement below. This is a real affordance but not a perceived affordance, which makes the action partly explicit and partly implicit. X%'8-,!U!3,-.,%L,1!#&1!C,#4!#))(-1#&.,/! ! C+! ;'))! 2/+! .5+! &%-/.0('-./! (/! ;(8/! .%! 6+&%*+! '->%0*+,! %>! .5+! (>>%0,(-&+/! 0+)(.+,! .%! .5+! (>%0+*+-.'%-+,! >0(*+;%0A9! :5'/! '/! 6+/.! +B7)('-+,! .50%245! (-! +B(*7)+j! 2/+0/! ;5%! ;'/5! .%! *(A+! 2/+! %>! (! -+;! /+01'&+! -++,! .%! (&&+7.! (-! +-,! 2/+0! (40++*+-.! 6+>%0+! .5+8! &(-! 2/+! .5+! /+01'&+9! :5'/! '/! (! 758/'&()! &%-/.0('-.! /'-&+!'.!'/!'*7%//'6)+!.%!*%1+!>%0;(0,!;'.5%2.!(&&+7.'-4!.5+/+!.+0*/9!:5+!.+0*/3! '>! 0+(,3! %>>+0! 2/+0/! .5+! 7%//'6')'.'+/! .%! &5(-4+! &+0.('-! (/7+&./! 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(! &%*7(0'/%-!;'.5!.5+!%.5+0!7)(.>%0*/!;%2),!6+!'-.+0+/.'-43!62.!.5'/!'/!-%.!7(0.!%>! .5'/!(-()8/'/9! ! ! U?>? K%&Y,15&! ! ! PPP?4%&Y,1%&?.(0! ! ! X(8&1,-/! [(&/*#&*%&! T8,-%.Y,:! C,%1! H())0#&:! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! QT! ! F44,&!]48,:!D-%.!K2:!7,#&AK8.!b#%44#&*! SEF! ! "#2!;<<>! ! =>M!0%44%(&!\W(L,06,-!;<==^! 7#&8#-2!;<==! ! G(8&*-2!()!(-%'%&! D/*#64%/+,1! S/,-/!\'4(6#4^! Z#*#!.(44,.*%(&! ! At the moment of writing, LinkedIn has just finished its first two weeks of its Initial Public Offering (IPO), which started on May 19, 2011. R/! %>! X%1+*6+0! I3! #T""3! \'-A+,=-!%7+0(.+/!.5+!;%0),g/!)(04+/.!70%>+//'%-()!-+.;%0A!%-!.5+!=-.+0-+.!;'.5! *%0+!.5(-!"IE!*'))'%-!*+*6+0/!'-!%1+0!#TT!&%2-.0'+/!(-,!.+00'.%0'+/9 Due to this IPO a lot more financial data of the social network site is publicly available. It is therefore very relevant to discuss the commodification of PII in this case and it is also relevant as a case study because it is one of the first social media IPOs. X%'8-,!>N!K%&Y,15&f/!#&&8#4!&,*!-,L,&8,!62!$-(18.*! Silicon Alley Insider’s Yarow and Angelova (2011) identify three revenue streams based upon the IPO filing by LinkedIn (Form S-1 Registration Statement, 2011). These revenue streams are: (1) Premium subscriptions, (2) Marketing solutions and (3) Hiring solutions. In the last part of this section we will describe how these !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! Q"! ! products are sold. We will first analyse the registration and afterwards the three revenue streams constructed by LinkedIn. ! U?>?=? S$(&!-,'%/*-#*%(&! LinkedIn registration requires the following steps. To register, one has to fill in: (1) first name, (2) last name, (3) e-mail address and (4) password. For the sake of example, we used a fake identity, named Jorick Nuis.40 !! X%'8-,!>U!7(%&!K%&Y,15&!J(1#2! The asterisk shown next to ‘Join Now’ refers to another part of the page. Almost at the bottom of the page, another asterisk is shown, followed by ‘Y8!&)'&A'-4!b%'-!X%;! %0!2/'-4!\'-A+,=-3!8%2!(0+!'-,'&(.'-4!.5(.!8%2!5(1+!0+(,3!2-,+0/.%%,3!(-,!(40++! .%!\'-A+,=-a/!F/+0!R40++*+-.!(-,!<0'1(&8!<%)'&89g!(2011i) This message is shown below a search toolbar, which makes this notification again logically and visually constrained for users to see. The next step requires a user’s professional information, employment status, country, postal code, company and job title. After this step Jorick was prompted to see whom he already knew on LinkedIn. Jorick’s e-mail address was already filled in and if he pressed continue, LinkedIn was going to connect to his Hotmail address. Jorick got the option to allow LinkedIn to monitor his contacts for a whole year by default, even !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! MT!:5'/!',+-.'.8!;(/!4+-+0(.+,!68!5..7jpp;;;9>(A+-(*+4+-+0(.%09&%*p9! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! Q#! ! when Jorick himself was not logged in. We changed this period into one day. We also made sure he had one contact in his list. Joricks account was now fully functional, but before he could proceed, he had to choose his ‘Plan Level’. The Plan Level is the status of the LinkedIn account, this can be basic (and free) or paid, starting with 24.95 dollar for one month. The basic plan was chosen. U?>?;? DQ*-#!%&)(-0#*%(&! LinkedIn provides the option to invite more people through the homepage and on the profile page Jorick is notified that his profile is only 25% completed. In order to change this, LinkedIn suggests that he gives the following information: Next to the above-mentioned optional additions to a LinkedIn member profile, it is also possible to add the following: a profile picture, past positions, education, recommendations, connections, websites, Twitter-account, summary, specialties, groups joined, honours and awards, interests, apps (similar to Facebook apps, but also different since these are almost always from a third party service related to jobs such as: Projects and teamspaces, Portfolio display, etc.), personal info (such as birthday, Instant Messenger ID, marital status, phone and address). !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! QI! ! U?>?>? 3-%L#.2!/,**%&'/! Privacy settings are not directly available through the home page or the profile page. We found the settings via the ‘Help Center’-button on the lower left side. It suggested the ‘Can’t find settings’ or ‘sign out’ links as first topics of the FAQ section. This possibly means that many users were unable to find the privacy settings. The settings are needed for two commodification related issues. LinkedIn makes use of social advertising like Facebook: ‘\'-A+,=-!*(8!/%*+.'*+/!7('0!(-!(,1+0.'/+0a/! *+//(4+! ;'.5! /%&'()! &%-.+-.! >0%*! \'-A+,=-a/! -+.;%0A! '-! %0,+0! .%! *(A+! .5+! (,! *%0+!0+)+1(-.9!C5+-!\'-A+,=-!*+*6+0/!0+&%**+-,!7+%7)+!(-,!/+01'&+/3!>%))%;! &%*7(-'+/3!%0!.(A+!%.5+0!(&.'%-/3!.5+'0!-(*+p75%.%!*(8!/5%;!27!'-!0+)(.+,!(,/! /5%;-!.%!8%29‘ (LinkedIn, 2011f) There is yet another setting where users may want to opt-out. LinkedIn advertises outside of its own platform and calls this partner advertising. This will be explained in the section commodification of PII. ! 7.3.3.1. Implicit information gathering LinkedIn describes its PII uses in the privacy policy, which is directly accessible at the bottom of each page (LinkedIn, 2011h). We were able to discern three motivations or uses for PII. We will cluster the deployed technologies per use. Firstly, LinkedIn collects information through its website and customer service website (LinkedIn, 2011b) in order to map the site usage: ‘We may collect information about the fact that you use certain features and functionality of LinkedIn, interact with third party Platform Applications like InApps, click on ads, or participate in research initiatives like polling and surveys on LinkedIn.’ (LinkedIn, 2011b) To map this, LinkedIn makes use of log files and cookies. The difference between these two technologies lies in the fact that cookies are stored locally on the client’s computer, and log files are stored on the server of LinkedIn. It was not disclosed what particular technology was used for what sort of data. These technologies collect the following: ‘{…} when you visit the LinkedIn website we automatically receive the URL of the site from which you came and the site to which you are going when you leave LinkedIn.’(LinkedIn, 2011b) They also receive the IP address, of the device or proxy used to access the site, operating system, type of browser and e-mail patterns. If the platform is reached through a mobile device, the following is collected: with the rest of the above-mentioned, the mobile device operating system and the name of the ISP. (LinkedIn, 2011b) U?>?9? G(00(1%)%.#*%(&!()!355! The commodification of PII consists of two large sorts of services. LinkedIn serves targeted ads in a similar way like Facebook and Netlog, by offering demographics and other possibly relevant criterions for advertisers. The other commodification process allows access to more relevant information through paid accounts (premiums). These !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! QM! ! accounts can be either individual or per company. We will first address the advertising options and afterwards the premium accounts. 7.3.4.1. Targeted advertising LinkedIn advertises on its own platform and through its advertising network, LinkedIn Audience Network. In order to do this, it makes use of web beacons and cookies. Web beacons are a means to place cookies through an image, for example a gif or a jpeg filetype. They are also called pixelbugs because they only measure one on one pixel and are invisibly embedded in an image such as an ad or the background of a website41. The main use of web beacons is explained by LinkedIn itself: ‘We may include a file, called a web beacon, from an ad network within pages served by LinkedIn. The web beacon allows the ad network to provide anonymized, aggregated auditing, research and reporting for advertisers. Web beacons also enable the ad networks to serve ads to you when you visit other websites. Because your web browser must request these advertisements and web beacons from the ad network’s servers, these companies can view, edit or set their own cookies, just as if you had requested a web page from their site.’(LinkedIn, 2011h) Third parties are not the only ones performing behavioural advertising. LinkedIn has its own advertising network inside and outside the platform. In order to advertise cookies are placed on users’ devices to categorize users: ‘Advertisers can target LinkedIn’s inCrowds – pre-defined and scalable audience segments such as Corporate Executives, Small Business Professionals and IT Professionals – or they can work with LinkedIn to define their own custom audience segments.’(LinkedIn, 2011h) This quote pertains to a press release regarding their ad network, however the same system applies for publicity inside LinkedIn. These cookies, shared with third parties contain the following information: ‘Any information provided to third parties through cookies will not be personally identifiable but may provide general segment information (e.g., your industry or geography, career field, or information about your professional or educational background)’(LinkedIn, 2011h) The cookies are more in particular shared with the affiliate network of Collective Media42: ‘The LinkedIn Audience Network offers advertisers one of the most accurate !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! M"!V%0+!'->%0*(.'%-!(6%2.!&%%A'+/!&(-!6+!>%2-,!'-!E9I9M!H%%A'+/!79!"E9! M#!H%))+&.'1+!V+,'(!'/!(-!R*+0'&(-!%-)'-+!(,1+0.'/'-4!-+.;%0A!>%2-,+,!68!b%+! R770+-,'!'-!#TTE!(-,!'/!-%;!0(-A+,!+)+1+-.5!*%/.!1'+;+,!(,!-+.;%0A!'-! R*+0'&(9!U(&+6%%A!5(/!.(A+-!.5+!.+-.5!7)(&+9!U)%/'3!\9!?#T""@9!J=C$J=.1'#1PHD' #18.H]'?D5I0'+=N'e:'TW$W'*1@'G.=N1.8H10'M=.'L1@./D.B'9:;;9!Z+/.%-j!&%*$&%0+9! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! QE! ! audience data sets available on the web along with the confidence of knowing that their brands will only appear on sites with high editorial standards.’(LinkedIn, 2011h) ! U?>?9?=?=? F1L,-*%/%&'!62!K%&Y,15&!0,06,-/! LinkedIn rolled out LinkedIn Ads on January 26 of 2011. The project has been in beta since July 2008 under the name LinkedIn DirectAds. (LinkedIn) The new and public useable version has more targeting options than the beta: job title, company name or LinkedIn Group are now also targetable (LinkedIn). This is an addition to the already targetable geography, job function, industry, company size, seniority43, age and gender. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! MI!$+-%0'.8!'/!.5+!7%/'.'%-!%>!/%*+%-+!'-!(!&%*7(-89! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! QL! ! Figure 38 LinkedIn Ads (Walsh) The extra targeting possibilities were added due to ‘advertiser demand for more specific categories to narrow audiences down. Intelliworks, for instance, which sells a software-as-a-service platform for higher education clients, wanted to be able to run ads focused on LinkedIn users with job titles like ‘enrollment counselor’ or !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! QQ! ! ‘admission officer’ to better reach those particular executives.’44 In order to safeguard against privacy issues, LinkedIn built in a threshold to make sure that individuals cannot be targeted. And as already mentioned, LinkedIn only shares generalised PII with third parties. As of 2008, LinkedIn launched its Audience Network in cooperation with the affiliate network of Collective Media. LinkedIn is the first social network service to monetise its network of users outside its own platform. This is in contrast with Facebook, which only advertises on its own platform. The Ad campaigns are also different from other social media ads because they consist of sub campaigns called variations. These variations are variations of the first ad, i.e. another header and body text, and they appear for the same Ad campaign. We have simulated a campaign until the last step, the payment of the service. The LinkedIn Ads require a LinkedIn login. After this step we needed to fill in the Campaign name and at least one Ad variation with a headline of maximum 25 characters and a description of maximum 75 characters: Figure 39 Create a new Ad45 These campaigns are shown on two places on the website (see image below) and on LinkedIn’s Audience Network. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! MM!b(&A!H5%+3!$+-'%0!<0%,2&.!V(-(4+03!\'-A+,=-3!&'.+,!'-!C()/53!V9! ?#LpT"p#T""@9!n\'-A+,=-!R,,/!b%6!:'.)+3!H%*7(-8!X(*+/!:%!:+B.!R,!:(04+.'-49n! [-)'-+!V+,'(!W(')89!Z+.0'+1+,!ITpTEp#T""3!>0%*! 5..7jpp;;;9*+,'(7%/.9&%*p726)'&(.'%-/pk>(rR0.'&)+/9/5%;R0.'&)+o(0.Ä(',r"MI E"Qo-',r"#IT#P9! ME!]%),>%0,3!W9!?#TTP@9!H%-.+-.!(-()8/'/!*+.5%,/!>%0!&%-,2&.'-4!0+/+(0&5!'-! /%&'()!(-,!(,*'-'/.0(.'1+!75(0*(&89!?101D.J7'H5'$=JHD2'i'<PCH5H08.D8H41' G7D.CDJBE'c?#@3!"QIK"P"9! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! QP! ! Figure 40 Positions of Ads The selection of the targets is the next step. We have chosen to target academics who recently started as a PhD student in Belgium through the following job titles (which were suggested as soon as PhD was entered): Phd Student, Phd Candidate, Phd Researcher, Phd Fellow, Phd Scholar, Phd Graduate Student, Visiting Phd Student, Industrial Phd Student and Research Phd Student. We also limited the geography to Belgium. This campaign had an estimated 3068 LinkedIn members and each click through46 would start at a minimum bidding of two dollar. It was also possible to buy 1000 impressions, which also costs two dollar. LinkedIn uses an auction system and therefore suggests a bidding range to indicate what other advertisers are bidding at the moment to get their ad to a similar audience. This implies that more popular audiences are more expensive to target. Advertisers who target these audiences are also more likely to enter a bidding war. The result of this bidding war is that parties who pay less are shown less until the highest bidder exceeds his budget. Our suggested bidding range was 3.35-3.89 dollar. This means that if we bid less, we have a smaller chance of getting shown or clicked upon. LinkedIn implied that bidding less could result in no exposure at all. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! ML!R!&)'&A!.50%245!'/!(!;(8!%>!6'))'-4!.5+!(,1+0.'/+0!>%0!+1+08!.'*+!(!2/+0!&)'&A/!%-! (-!(,9! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! QN! ! U?>?9?=?;? "#-Y,*%&'!/(48*%(&/! LinkedIn Marketing Solutions (LinkedIn, 2011g) is a part of LinkedIn designated for companies who consider marketing through LinkedIn. The approach of advertising is similar to that of individual advertising described in the last paragraph, it only differs in scale. A company can engage the LinkedIn population directly through direct mail and advertising or indirectly through its company pages, whitepapers, groups or sponsorships (Answers, Polls, Applications and Events) (LinkedIn, 2011g). Companies can construct a company page with the following tabs: overview, products and services and careers. If a company overview or other pages have been made, the company has access to an analytics tab that shows data about its followers. The tabs ‘Products and Services’ and ‘Careers’ are the only tabs that can be targeted towards specific audiences. This means that multiple versions of the same tab exist, i.e. a tab can be targeted towards business partners and another can be targeted towards people who have an interesting profile as future employee. Companies can specify these audiences in the same way as Ad campaigns are targeted. The company overview tab can show ads, which we will describe more broadly in the next section about ads for companies. U?>?9?=?>? Z%/$4#2!#1/! Display ads have the same target variables as ads mentioned in the ‘Advertising by Linkedin members’ paragraph. The only difference here is that ads can vary in scale, they can be standard IAB-compliant ads,47 they can take over a whole page (Homepage Takeover ads), they can be spread through different media (Content Ads) or they are pushed through a recommendation system (Recommendation Ads). They differ on yet another issue, all of these ads can be used in combination with a third party tracking tool which enables companies to track users. This is however limited to click and impression tracking with http cookies only (LinkedIn, 2011a). U?>?9?=?9? 3#-*&,-!0,//#',/! The other way to engage members is through Partner Messages. These Partner Messages are similar to one of the advantages offered in the subscription plans (listed below 7.3.4.2 <0+*'2*! (&&%2-./ p. 82) wherein members can contact other members outside their own network. In this special case these contacts are for advertising purposes and can be compared to direct mail (LinkedIn, 2011g). The other indirect means of contact with members of LinkedIn are not described here since they do not involve a direct use of PII unless they advertised in one of the !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! MQ!$.(-,(0,!=RYK&%*7)'(-.!(,/!(0+!(,/!;'.5!/.(-,(0,/!&5%/+-!68!.5+!=-.+0(&.'1+! R,1+0.'/'-4!Y20+(23!;5'&5!0+70+/+-./!.5+!'-.+0(&.'1+!(,1+0.'/+0/9! 5..7jpp;;;9'(69-+.p'(6Ä70%,2&./Ä(-,Ä'-,2/.08Ä/+01'&+/p"M#"p"MMIp"ME#! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! PT! ! aforementioned methods. We move on to the last use of PII and also the biggest revenue stream, Hiring Solutions. U?>?9?=?M? H%-%&'!E(48*%(&/! LinkedIn’s Hiring Solutions (LinkedIn, 2011c) offer three sorts of services, to post jobs, find top talent and brand the company as an attractive employer. We will analyse them in the same order. The Post a Job feature is analogous to LinkedIn Ads because it is the same selfservice model, but this time to post a job for potential applicants (LinkedIn, 2011i). This model works with a fixed fee of 195 dollar to post one job for 30 days. We tried to find PhD students with a marketing background. We therefore had to fill in the following required fields: Job Title, Company, Location, Type (full-time/part-time), Experience (i.e. Junior level), Industries (five choices is the maximum), Functions, Job Description. The other fields were facultative: compensation, referral bonus, desired skills & experience and company description. There are two more options present, to show your profile as the hiring master or not and whether the applications should be collected through LinkedIn or through an external website. Once this was finished we were shown a list of possible candidates, which were already following a PhD and the extra option to buy a 95 dollar package to unlock the 24 matches shown to us. The last step asked for the credit card credentials. A paid job post of 195 dollar would remain posted on LinkedIn and are guaranteed to appear in search results and Twitter48, for 30 days. The Find top talent (LinkedIn, 2011c) category is comparable to the Talent subscription for members. This time the subscription, Recruiter and Recruiter Professional Services, offers collaboration and even more options to organize profiles and communicate with possibly interesting members. The difference between both packages is that the Recruiter Professional Services automates the software package by outsourcing it to a third party. The last product in this service is Talent Direct, which sends direct mail (Inmail) to all targeted members. The last service called Build your talent brand (LinkedIn, 2011c) offers various ways to brand a company or to advertise its vacant positions to LinkedIn members. The career page was already mentioned. Jobs can be advertised as well through Recruitment Ads, the system is similar to normal ads, however more job relevant and extendable to the Work with us service. This service provides ads on the profiles of employees in order to make them work as brand ambassadors. Lastly, LinkedIn provides Recruitment Insights, a service to optimise recruitment. This service surveys !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! MP!b%6!7%/./!(0+!.;++.+,!68!Å\'-A+,=-Äb%6/9! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! P"! ! target candidates, shapes the message accordingly, benchmarks against other competitors and measures the effectiveness of the campaign. ! 7.3.4.2. Premium accounts As already mentioned, our identity of Jorick was offered a choice between a basic subscription and various premium subscriptions. We will list the functionality of the basic subscription and the premium subscriptions here. J#64,!9!K%&Y,15&!#..(8&*/! Services Premium Basic Create a professional profile and build your ! ! network Join industry or alumni groups ! ! Search & apply for jobs ! ! See who’s viewed your LinkedIn Profile ! Limited View the professional profiles of over 100 ! Limited million people Send messages to people you aren’t directly ! " connected to Premium search filters & automated search ! " alerts Save profiles into folders ! " Add notes & contact info to any profile ! " Reach out to over 100 million users ! " These are not the only subscription plans, every Premium subscription plan has three levels ranging between a monthly fee of 19.95 dollar and 499.95 dollar. There are three different kinds of subscription plans, each with a certain customer in mind: the Business49 subscription, which is targeted for business owners who would like to find new contractors, experts and business partners.50 Secondly, there is a special plan for job seekers, called Job Seeker (LinkedIn, 2011d), which promotes job seekers in various ways (i.e. through a Job Seeker Notification Badge and ranking higher via Featured Applicant status). Lastly, recruiters have their special plan as well to find relevant applicants, Talent (LinkedIn, 2011k). These three sets of plans have in common that communication on LinkedIn is easier (contact everyone through Inmail, introduce yourself to company/expert/potential employee, let anyone contact you with !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! MN!:5+/+!/26/&0'7.'%-/!0(-4+!6+.;++-!.5+!>%))%;'-4!(--2()!>++3!"N9NE!Ç!.%!QM9NE! Ç9! ET!:'*!$*'.5!?HS[3!G0',H+-.0'&@!D2%.+,!'-!\'-A+,=-9!?#T""e@9!$26/&0'7.'%-!<)(-/9!!! Z+.0'+1+,!ITpTEp#T""3!>0%*! 5..7jpp;;;9)'-A+,'-9&%*p/26/&0'7.'%-1#k,'/7)(8<0%,2&./ro.0Ar56Ä>.Ä2780(&& .9! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! P#! ! Openlink) and information is easier accessible (through searches, who viewed your profile, and more specific for the Business and Talent plans, search filters, automated searches, folders to organise profiles, a Reference Search to get the real story of a candidate, expanded profiles and see names of 3rd degree and group connections). U?>?M? G(&.48/%(&! In this conclusion we bring together the constraints that are put on the user and what the affordances are during registration51, the privacy statement and the commodification of PII on LinkedIn. LinkedIn used the strongest visual constraints to keep the attention away from the privacy statement and the terms of service. This was achieved by mentioning it away from the ‘Sign up’-button. Users were further logically constrained to fill in as much information as possible. Lastly, it was also possible to connect with an e-mail account in order to add existing contacts from the e-mail account to LinkedIn. Users could expect that this is only needed once, during registration, but LinkedInk keeps the email account for a whole year. Users were also constrained in finding the privacy settings. These settings were set to default with regard to social advertising and participating in LinkedIn’s ad network outside the platform. LinkedIn also physically constrains users’ possibilities in order to sell them premium accounts. These accounts enable users to contact more people and to engage with the service in a richer way. It is a perceived and real affordance that third parties may advertise. LinkedIn does not get into detail about the various ways this might happen, so these real affordances are unclear to the user and not part of the perceived affordances. 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(! 7+0/%-()!*+//(4+9!^%2!&(-!+,'.!.5+!7+0/%-()!*+//(4+!6+)%;9! H%**2-'&(.'%-!'/!.5+!%7.'%-!.%!&5%%/+!;5%!&(-!&%**2-'&(.+!'-!(-8!;(8!%-!.5'/! *+,'2*j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g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este Rob ! Deze link was blijkbaar inderdaad niet correct aangepast. Al onze Ad Sales verlopen inderdaad momenteel via Belgacom Skynet. Integrated products zijn nog steeds via eigen kanalen beschikbaar. Alle ads lopen sowieso ROS, maar staat los van de targeting criteria. Je kan steeds kiezen voor Age, gender, Location op alle ROS display mvg Tom TO M S E G E R S Head of Business Development Benelux [email protected] MASSIVE MEDIA NV netlog.com/tomsegers Emile Braunplein 18 M +32 472 93 48 39 B-9000 Ghent Visit our corporate site T +32 2 400 43 21 VAT BE 0859.635.972 This e-mail may contain proprietary and confidential information and is intended for the recipient(s) only. If an addressing or transmission error has misdirected this e-mail, please notify the author by replying to this e-mail. If you are not the intended recipient(s), disclosure, distribution, copying or printing of this e-mail is !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! "#"! ! strictly prohibited. Begin forwarded message: From: Rob Heyman <[email protected]> Subject: dead link advertising page Massive Media Date: 17 november 2011 11:24:11 GMT+01:00 To: [email protected] Cc: Jo Pierson <[email protected]> Beste Jan Maarten Willems, Wij hebben elkaar al eens ontmoet op de EMSOC Kick-off. Ik ben momenteel bezig aan een state of the art van sociale media marketing services. En daarin bekijk ik onder andere Netlog. Nu heb ik een probleem en ik hoop dat jij mij daar mee kan helpen. Tijdens de zomer kon ik nog aan alle informatie over de verschillende advertising diensten van Netlog want je kwam via ʻAdvertise on Netlogʼ uit op een advertisers page van Massive Media met daarop een overzicht. Deze laatstgenoemde pagina geeft nu al meer dan een maand een 404 error. Kan het zijn dat jullie deze paginaʼs niet meer gebruiken omdat jullie nu samenwerken met Belgacom Skynet voor jullie ad sales? Of zijn jullie de ad services aan het veranderen? Ik zou ook nog langs deze weg willen vragen of jullie alles gaan outsourcen of bijvoorbeeld jullie Brand Integration Service, Skin development en Gaming Media bij Massive Media zelf houden. Kortom houden jullie de integrated products zelf of worden die ook deel van de ad sales? En dan nog een laatste vraag, de huidige producten aangeboden door Belgacom Skynet omvatten enkel ROS ads, zijn jullie gestopt met targeted advertising? Met vriendelijke groeten, Rob Heyman Doctoraatstudent !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! "##! ! IBBT-SMIT EMSOC Tel: +32 2 629 16 34 ==?>? F&&,Q!>!"#//%L,!",1%#!3-(18.*/! ! ! ==?9? F&&,Q!9!W,*4('!5&*,-L%,P! ! V(-(4+!p!<0%>')+!p!=-.+01'+;! \(8%2.! Y(/'&!,(.(! =-.+01'+;! R&&%2-./!(-,!=-/.(-.!V+//+-4+0/! :%7!%>!U%0*! 5&*,-,/*/ !V2/'&!! !$7%0./!! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! 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I&!L#.#*%(&:!5f0!4((Y%&'!)(- !!&2).20+!! !!)2B208!! !!-'45.)'>+!! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! "#E! ! !!0+)(B(.'%-!! !!/%*+.5'-4!+)/+! "2!)#L(8-%*,!+(4%1#2/!#-, !!<(0'/!! !!H%)%4-+!! !!R-.;+07!! !!Y02//+)/!! !!Y2,(7+/.!! !!R.5+-/!! !!Y(0&+)%-(!! !!V(,0',!! !!\%-,%-!! !!<0(42+!! X#L(8-%*,!.%*%,/!#6-(#1 !!H%7+-5(4+-!! !!\'//(6%-!! !!=/.(-62)!! !!Y+0)'-!! !!H%0A!! !!U)%0+-&+!! !!G0(-(,(!! !!VÖ-&5+-!! !!V')(-!! !!X'&+!! !!Z%*+!! !"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51' ! "#L! ! !!O()+-&'(!! !!O+-'&+!! !!O'+--(!! !!W26)'-!! !!V()(4(!! !!R-A(0(!! !!V%/&%;! !!/A''-4!! !!/-%;6%(0,'-4!! !!/&26(!,'1'-4!! !!,'1'-4!! "2!)#L(8-%*,!+(4%1#2!/$(-*/!#-, !!/(')'-4!! !!&)'*6'-4!! !!;(.+0K/A''-4!! !!/20>'-4!! !!%.5+0! ],/*!*-#L,44%&'!,Q$,-%,&., ! a(-/*!*-#L,44%&'!,Q$,-%,&., ! 5!/(0,*%0,/!+#L,!*(!*-#L,4!#6-(#1!)(-! 02!V(6 !!KK! !!^+/! !!X%! H(P!()*,&!1(!2(8!$4#2!L%1,(!'#0,/g !!R&.'%-!! 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