Rubicon Project addresses COPPA with changes to its ad targeting system/But what are the "300 data" points it uses?
By: Jeff Chester | Feb 5 2014
We told the FTC about Rubicon Project's approrpriate changes in its targeting system to address the more effective COPPA safeguards. In its SEC S-1 filing, Rubicon Project explains that:
In accordance with recent changes in the FTC’s Children’s Online Privacy Protection Act, or COPPA, we have taken various steps to implement a system that: (i) flags seller-identified child-directed sites to buyers, (ii) helps control the content of advertisements displayed on such child-directed sites by limiting advertisers’ ability to serve behaviorally targeted advertisements, (iii) helps limit the types of information that our advertisers have access to when placing advertisements on child-directed sites, and (iv) limits the data that we collect and use on such child-directed sites.
That was a good move and we will examine whether similar programmatic buying services are doing the same, Meanwhile, Rubicon's filing does underscore why once you turn 13 and no longer have COPPA's safeguards, you are an open target. The Rubicon S-1 reveals it can "analyze billions of data points in real time to enable our solution to make approximately 300 data-driven decisions per transaction in milliseconds, and to execute up to 2.1 million peak queries per second, approximately 25 billion transactions per week and 3 trillion bid requests per month..."
Rubicon should precisely identify all those "300 data-driven decisions" used for each transaction, including the role of geo-location. The S-1 is worth a review since it provides insight into contemporary marketing. See too what Rubicon says on privacy, cookies and the EU.