Online privacy fears are not just the ramblings of a few paranoid people afraid to share any data. Online advertising is one of the key targets in the current debate about privacy. For many years, the push from marketing and advertising gurus has been to learn everything there is to know about a customer with the ultimate goal to give the customer exactly what he wants.
We have evolved from Amazon recommending books, to Amazon knowing your habits so well that they know exactly what you will buy –even before you do. And they will take every chance to promote items that fit your taste and purchase patterns. Thanks to this shift in advertising, data has become as valuable as revenue from sales of products and services. Data collected is data that may be vulnerable to bad actors and outside parties who will misuse the data for crime or intrusion. As a result, we have a standoff between privacy concerns and personalized marketing.
The way it works now
Your data being stored in the cloud. Such data includes, but it is not limited to: internet tracking, profiles, shopping carts, ratings, and more. And a lot of people used to think that information was safe
But it’s not.
0PII: How It Works
The 0PII platform will enable mobile apps already on your customer’s phone to display advertisements based on their private profile which is stored encrypted on their device only. The quality of the service provided is ensured by downloading thousands or even millions of ads along with metadata from public sources. We can download the metadata of about 5,000 Articles or Ads in about one megabyte (1MB) of data. It takes only a few seconds and since it happens in the background, it won’t interfere with the user’s activity. The public data (ads, news, feeds, etc.) will be evaluated on the device against the user’s personal profile (browsing history, interests, past ratings, preferences and more, as much as the user is willing to permit).
Here’s the key — the evaluation is not made available to anyone but the user. User data is NOT uploaded to the cloud. All of the evaluation of the personal profile is done within the confines of the device.