Information & Ethics committee  One clarification I should make is that, as you've probably heard in the past, search engines—Google, Yahoo!—are cache things. They store them locally so that they can be called on more quickly. I don't know what their caching policy is or how long it lasts, but you can delete something and still have it being Googled for a period of several days or weeks.

Information & Ethics committee  Sure. That's a fairly broad suite of questions. Tell me if I miss any of them.

Information & Ethics committee  What consumers mostly want out of advertising is no advertising. If that's not available, then targeted advertising is the next best thing. Targeted advertising is, as Mark says, if you happen to ski and you see ads on skiing, presumably that's a more welcoming experience than seeing ads on diapers, if that's not what you do.

Information & Ethics committee  I was very impressed with their willingness to discuss with us before the transaction what they would do if we did a transaction. I honestly think it was pretty good.

Information & Ethics committee  Is this an official question? If you Google Nexopia, it's one of the first things that comes up. You'd have to be incompetent to not know this was an issue, and the previous owners brought it up as well. It's a pretty obvious issue. I would not have bought it had I not, in all candour, found a privacy lawyer who understood the process and who to call.

Information & Ethics committee  As you're aware, there are industry bodies. You had the CMA up. IAB Canada is also well versed in this, and they can probably better answer what concerns you should or shouldn't have about targeted advertising. My point with scale is that targeted advertising only works at scale.

Information & Ethics committee  The PIPEDA legislation and related legislation is complicated. In order to be comprehensive enough to respond to it, it has to be written by a lawyer. There are some companies that have taken shots at doing plain language versions. Getting a version written by a lawyer is costly, and then trying to transfer it to plain language is costly as well.

Information & Ethics committee  Yes.

Information & Ethics committee  Yes. It's probably unfair for me to comment on much of what they did. At present there are, I believe, four of the recommendations implemented, primarily around a program that used to be called Earn Plus, where the sensitivity was that the data may have been shared outside of the organization.

Information & Ethics committee  Oh yes.

Information & Ethics committee  For the totality of all of them, yes. I don't know, Mark, if you want to come in on the interaction with the Privacy Commissioner.

Information & Ethics committee  I'll answer to the best of my ability, and then Mark probably has a better thought-out perspective on this. The process that we've engaged in is working. I would not have purchased the company had we not been able to engage with the Privacy Commissioner prior to the transaction.

Information & Ethics committee  Yes. We've broken the timeframe into a few main chunks. Updating the privacy policy is obviously easier than some of the other stuff. We expect to do that pretty quickly. The closing has had a number of elements, and there have been some delays in it, including access to both the technology and the financial records, and that kind of stuff.

Information & Ethics committee  Both. I think it's probably the latest chunk and the reason the timeframe is April and not December. There are a couple of issues. One of them is the technical definition of what needs to be deleted—for example, a posting in a forum that another person started, so one person starts a thread and somebody else contributes to that thread and then that person leaves.

Information & Ethics committee  I'm unaware of any financial benefit of keeping the data longer than some period of time. I did listen to her testimony. I haven't spoken with her and I don't know what she was getting at. Regarding keeping data of users who have gone, the only reason it's there is we're trying to figure out how to get rid of it technically, and from a business perspective, which parts of it to get rid of.