BEST ALTERNATIVE TO A NEGOTIATED AGREEMENT (BATNA)

ALTERNATIVE: The alternative to be adopted is that the current (indirect) advertisement model
be retained but with an introduction of effective and adequate measures to prevent any future
data breaches. The AMPF should also ensure that user control over data is enhanced in their best
interests.

INCREMENT IN COMMISSION: The current rate of commission charged upon AMPF on

advertisements should be increased from 10% to not less than 20%.

DELETION OF ILLEGALLY MINED DATA: unauthorized and illegal data collected from
users should be deleted and the AMPF should take this responsibility to ensure that such
unauthorized data is not mined and deleted if mined anytime in future.

INCORPORATION OF OPINION: The AMPF to take and incorporate Facebook’s opinion on

every set of “Best Practices” that they promulgate from now on and publicize the same.

WORST ALTERNATIVE TO A NEGOTIATED AGREEMENT (WATNA)

ALTERNATIVE : We will be happy with a direct advertisement model which would eliminate
the role of intermediaries which make use of external third-party data but retain the role of
intermediaries which only provide campaign management, generation of creative content, feed
management, lead ad platforms, measurement, messaging, offline conversion, website platforms
and tag management solutions.

PROTECTION OF ILLEGALLY MINED DATA : AMPF should apply additional restrictions

and safety features to ensure that no data is used illegally and in an authorized manner without
appropriate consent.

SHARING OF OPINION : The AMPF should make Facebook aware about the crucial decisions
taken to ensure the best practices being followed.