META MARKETING ANALYTICS PROFESSIONAL CERTIFICATE

Course 1 – Marketing Analytics Foundation

Week 4: Data and Privacy

Coursera Study Guide

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CONTENT

In the final week you will learn about the regulations around gathering and using online data and consumer’s rights.

Learning Objectives

  • Explain privacy regulations that govern the online marketing space and their importance
  • Identify common challenges when working with marketing data

PRACTICE QUIZ: CONSUMERS AND DATA

1. T​rue or false, most online publishers don’t make any money from advertising and offer their content for free.

  • True
  • False (CORRECT)

Correct: T​hat’s right! Publishers of online content might offer something for free, but most often, publishers make money from advertising.

2. T​rue or false, consumers generally prefer that the information advertisers use come from their browsing habits.

  • T​rue
  • F​alse (CORRECT)

Correct: T​hat’s right. If an advertiser is going to use personal information, consumers are more comfortable with that if they provided it in the first place

3. T​rue or false: An ad blocker will stop a website from showing you an ad on your device or browser.

  • F​alse
  • T​rue (CORRECT)

Correct: T​hat’s right. Ad blockers will remove an ad (and any potential ad revenue) from the site you’re viewing.

4. V​PN stands for:

  • V​ery Personalized Notifications
  • Velocity Per Node
  • V​irtual Private Network (CORRECT)

Correct: T​hat’s right. This type of service bounces your internet traffic to another location, masking your online presence.

5. Privacy settings on your device let you (choose all that apply)

  • Request a new phone number
  • L​imit the things specific apps or programs can control or access (CORRECT)
  • Edit or turn off location tracking (CORRECT)
  • Change the way a consumer is tracked online (CORRECT)

Correct: T​hat’s right. You can determine what apps or programs have access to many parts of your device, your camera for instance.

Correct: T​hat’s right. Your physical location is something that you can choose to share or not share with an app or service.

Correct: T​hat’s right. You can determine what apps or programs track and log your browsing history.

6. True or false, the vast majority of online time Americans spend consuming media is supported by ads.

  • F​alse
  • T​rue (CORRECT)

Correct: T​hat’s correct! 86% of American online media consumption is supported by ads.

7. W​hen asked, most people are most comfortable with advertisers using:

  • Information gathered from their browsing habits
  • Information they (consumers) intentionally provided. (CORRECT)

Correct: T​hat’s right. If an advertiser is going to use personal information, consumers are generally more comfortable with that if they provided it in the first place.

8. Ad Blockers are primarily used to what?

  • S​top an advertisement from showing. (CORRECT)
  • B​lock advertisers from contacting you.
  • Remove your personal information from advertisements.
  • S​top an advertisement from sending back information to the advertiser.

Correct: T​hat’s right. Ad blockers will remove an ad (and any potential ad revenue) from the site you’re viewing.

PRACTICE QUIZ: ADVERTISER ECOSYSTEM

1. Who is part of the advertising ecosystem? (Choose all that apply)

  • Consumers
  • Advertisers (CORRECT)
  • Regulators and gatekeepers (CORRECT)
  • Publishers and partners (CORRECT)

Correct: That’s right! Consumers are one part of the advertising ecosystem.

Correct: That’s right! Regulators and gatekeepers are one part of the advertising ecosystem.

2. True or False: Second party data is data shared between trusted partners.

  • False
  • True (CORRECT)

Correct: That’s right! Second party data is first party data that is shared between trusted partners.

3. Second party data is…

  • Data about consumers that is shared between partner companies (CORRECT)
  • Data gathered about consumers from their browsing habits
  • Data from surveys taken on websites

Correct: That’s right! Second party data is first party data that is shared between trusted partners.

4. True or false: Third party data is data gathered from browsing habits and activities by a party the user does not have a direct relationship with.

  • False
  • True (CORRECT)

Correct: That’s right! Information about users gathered in this way is hard to track and not always something consumers are comfortable with.

5. Who is not part of the advertising ecosystem?

  • Regulators and gatekeepers
  • Influencers (CORRECT)
  • Consumers
  • Advertisers

Correct: That’s right. Social media influencers are a new avenue for advertisement, but they are more like a subset of consumers or advertisers than a part of the larger ecosystem.

6. True or false: First party data comes directly from a consumer.

  • True (CORRECT)
  • False

Correct: That’s right. The consumer knows the data they’re handing over and who it’s going to.

7. Third party data is…

  • Data about consumers that is gathered by cookies and other tracking tools from parties the consumer doesn’t have a direct relationship with. (CORRECT)
  • Data willingly offered by the consumer
  • Data gathered about consumers from their friends and family

Correct: That’s right! Information about users gathered in this way is hard to track and not always something consumers are comfortable with.

GRADED QUIZ: DATA AND PRIVACY

1. True or false: The use of advertising to support free or inexpensive content is new in the digital age.

  • True
  • False (CORRECT)

Correct: That’s right! This ad-supported model has been around for a very long time. Newspapers are a prime example.

2. True or false: An ad blocker will stop a site from saving a cookie in a browser.

  • False (CORRECT)
  • True

Correct: That’s right! An ad blocker blocks all ads from displaying on a site, but doesn’t necessarily stop a site from sending cookies.

3. In addition to the settings on a device, some platform specific privacy settings can include:

  • Deleting a post
  • Turning off incoming messages
  • Customizing publicly accessible information
  • All of the above (CORRECT)

Correct: That’s right! Most online platforms give users flexibility to only share with or interact with other people as much as the user desires.

4. Advertising that is relevant to the specific viewer of a page or site is called…

  • Data-based Advertising (CORRECT)
  • Tracked Advertising
  • Contextual Advertising
  • Per-person Advertising

Correct: That’s right! This type of advertising has been gaining popularity as more personalized browsing data has become available.

5. In the advertising ecosystem, the regulators and gatekeepers include: (Choose all that apply)

  • Advertisers
  • Browsers and Device Platforms (CORRECT)
  • Industry Organizations (CORRECT)
  • Governments (CORRECT)

Correct: That’s right! This is one part of the regulatory and gatekeeping segment of the advertising ecosystem.

6. First party data is different from third party data, because…

  • Third party data is gathered about a consumer’s browsing habits without them knowing it
  • Third party data is information shared between trusted partners
  • First party data is available to anyone who owns or manages a website (CORRECT)

Correct: That’s right! If you own or manage a website, you will have access to data related to the usage of that website.

7. Generally, laws written to protect consumer privacy focus on: (Choose all that apply)

  • A consumer’s right to profit from their own data
  • A consumer’s right to opt in or out of data collection (CORRECT)
  • A consumer’s right to know the data that is being collected about them (CORRECT)
  • A consumer’s right to remove data that has been collected about them (CORRECT)

Correct: That’s right! Most government regulations about data collection include this kind of stipulation.

8. There are a number of laws that governments around the world have put in place to protect consumers and their privacy. Some of the most prominent ones are: (Choose all that apply)

  • GRDE
  • CCPA (CORRECT)
  • COPPA (CORRECT)
  • GDPR (CORRECT)

Correct: That’s right! The California Consumer Privacy act is an important law out of the US state of California.

Correct: That’s right! The Children’s Online Privacy Protection Act is an important law in the US to protect young people online.

Correct: That’s right! The General Data Protection Regulation is an important law out of the European Union.

9. The GDPR law that regulates the use of consumer data requires that consumers can ask to download the data that was collected about them by websites.

  • False
  • True (CORRECT)

Correct: That’s right! Under GDPR, a consumer always owns their personal data and can ask to download the data collected about them.

10. In addition to industry self-regulation, most large online platforms and websites have:

  • An Internal Watchdog
  • A Government Representative
  • A Data Policy (CORRECT)

Correct: That’s right! These data policies generally explain what data is collected about a consumer and how that data is used.

11. True or false: COPPA was signed into law to protect children online.

  • False
  • True (CORRECT)

Correct: That’s right! This law signed in 2000 sets strict guidelines for the amount and type of data that can be collected about children under 13.

12. VPN stands for…

  • Virus Plotting Network
  • Virtual Private Network (CORRECT)
  • Volumes Prioritized Network
  • Verified Platform Network

Correct: That’s right! A VPN anonymizes all traffic by sending it through an intermediary server

13. You can change the tracking setting on most devices to allow or stop an app’s or program’s information gathering about your browsing habits.

  • False
  • True (CORRECT)

Correct: That’s right! Most devices that connect to the internet have settings that determine what information can be gathered about you.

14. Data-based advertising allows advertisers to:

  • Tailor ads that are more interesting for a consumer
  • Tailor ads that a user has requested via survey
  • Tailor ads that are built specifically for a consumer (CORRECT)

Correct: That’s right! This is one of the main benefits of data-based advertising for a consumer and an advertiser.

15. True or false: an advertisement for a running shoe on a running website is most likely a data-based advertisement

  • True
  • False (CORRECT)

Correct: That’s right! It’s more likely that this is a contextual advertisement that is shown to everyone who visits that site.

16. Most free or discounted online content is supported by…

  • Online advertising (CORRECT)
  • Local government
  • Creators
  • Corporate philanthropy

Correct: That’s right! Most free content available online is made possible by the advertisements paired with it

17. A tool that can be added to your browser to prevent a website or online server from storing information in your browser is called a…

  • VPN
  • Cookie blocker (CORRECT)
  • Ad blocker

Correct: That’s right! A cookie blocker will stop a site from saving that information in a browser.

18. True or false: The YourAdChoices program was established by the DAA

  • False
  • True (CORRECT)

Correct: That’s right! This is one of the internal tools that the advertising industry offers to consumers to give them more control over their advertisement.

19. The advertising ecosystem includes: (Choose all that apply)

  • Manufacturers
  • Regulators and gatekeepers (CORRECT)
  • Consumers (CORRECT)
  • Publishers and partners (CORRECT)

Correct: That’s right! These are some of the people in the advertising ecosystem.

20. True or false? Consumers are equally comfortable with advertisers using information they have provided and information that was assumed based on their browsing habits.

  • True
  • False (CORRECT)

Correct: Correct! Consumers are shown to feel more protective of the information that advertisers gather without their knowledge or consent.

21. A good way for a consumer to control their private online data is:

  • A VPN.
  • Turning off “Tracking” for all apps on their mobile devices.
  • Changing the settings of their social media platforms.
  • All of the Above (CORRECT)

Correct: Correct! There is no single way for a consumer to control data shared online, it requires making changes in multiple places and multiple situations.

22. True or false, even though it costs more, an advertiser always has an option to directly use a consumer’s personal data.

  • True
  • False (CORRECT)

Correct: That’s right! Advertisers are an important part, but not the only part, of a system that attempts to make data-based advertising helpful, useful, and safe for everyone involved. 

23. True or false: First-party data is information that a consumer offers directly to a company.

  • True (CORRECT)
  • False

Correct: That’s right! First-party data is given to a company by site visitors, social media followers, or customers. 

24. Which EU citizen data right is not included in the General Data Protection Regulation (GDPR)?

  • The right to have all the information that was collected and saved about them erased.
  • The right to data portability.
  • The right to access the personal information received about them.
  • The right to not be discriminated against for exercising their rights. (CORRECT)

Correct: Correct! This is not a right under GDPR, but it is a right under the California Consumer Privacy Act (CCPA) which we’ll cover next.

25. Which Californian citizen data right is not included in the California Consumer Privacy Act (CCPA)?

  • The right to know what information is being collected about them.
  • The right to access the personal information received about them.
  • The right to prior consent. (CORRECT)
  • The right to data portability.

Correct: That’s right! This is one of the rights covered by the GDPR, but not the CCPA.

Previous – Week 3
Next – Course

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