Privacy preserving technologies (PPTs)
What are the two main models of PPTs?
Soft privacy technologies
This model involves trusted 3rd-party partners for the purpose of data processing, which is based on compliance, consent, control, and audit. Examples include differential privacy (DP), and tunnel encryption (e.g. SSL).
Hard privacy technologies
Enforcing this model eliminates the possibility that users’ privacy will be violated by any entity, which is suitable in cases where 3rd-party entities cannot be trusted. Examples include VPNs used for elections.
Key takeaways
- Privacy preserving technologies are applied to meet marketers’ need to analyze campaign data and optimize their reach, while protecting consumer privacy in full.
- PTTs involve aggregation technologies, advanced cryptographic technologies, and machine learning technologies such as predictive analytics, incrementality measurement, and audience segmentation.