Last night was my mashup event on Mashup TV, Pay TV, Over The Top (OTT) TV and DLNA - Where is the future for Multiscreen?  The speakers were Anthony Rose, Casey Harwood, David Cutts, David Mercer and Mark James  - moderated by Alan Patrick  - a write up from the event will be posted at the mashup blog

One of the demo’s at the event was from Endurance Technology  and they showed what is possible with TV, interactions, pushing TV about the house and generally having some fun.  One aspect of their demo I found insightful…..

Endurance were showcasing an example where someone watching a film and using an ipad to interact with the additional content and browse.  As adverts came on, they could have been determined from the analysis of the viewers “digital footprint” – check out my creepy post if you are worried about someone tracking/watching you, or by the traditional method of broadcast ads based on content and time of day.  However, what they also showed was the value of NOW.  As the person browsed, they (simulated) adapted the ads from the best ads based on the old model, to ads based on what the viewer was doing at that very point in time – immediate, now, in your face.

So the question is raised – in the interactive TV world do we need any of your old data and behaviour or should we just go for “now” data as the primary determination of advertising. 

OK, not everyone will interact all the time and sometimes there will be many viewers – but does this change the need to collect, store and analyse data in the same way?

Last night I spoke at mashup’s event on Digital Identity: the value of digital you with

Nicky Hickman, Robin Wilton, Alan Moore and David Rennie

My views from the session are that Digital Identity is still at the early stages of debate and discussion even though there is an increasing number of experts who deeply understand the issues, the overriding focus is still an argument about what “words” mean – the image gives some of the words that went round.

Digital Identity is a complex issue crossing many boundaries and professional disciplines. We tend to have many persona, we are no longer owned by a Brand, we know many people with whom we have a different relationship with and know to different degrees and understanding, we don’t tend to reveal all to everyone, you cannot own your data, people are lazy and don’t do things even though they could, value depends on who the giver and receiver is. Identity is a negotiation and in reality we are the product that is traded. Two good quotes

“privacy is no longer the social norm”  Mark Zuckerberg Facebook

“It's not our data, it's our life...” Bruce Schneier

Here is the list of words that we crossed in the conversation on Digital Identity

Negotiation

Confidence

Trust

Value

Informed consent

Privacy

Control

Convenience

Tolerate

Informed

Conversation

Manipulated

Relationship

Forgiving

Pre-defined

Knowing

Owning

Persona

Hard/ soft identity

Implicit/ explicit data

Implied

Security

Digital footprint

Social benefit

Engaging users

Trade

Barter

Reveal

Honest

Representative

CRM/ VRM

Simplicity

Personal

Terms and conditions

It’s dead