The Deprecation of Cookies Leads to a New Probabilistic Playbook
The upshot is that deterministic approaches via walled gardens will still have importance, but they will simply become a strategy play as opposed to a catch-all approach for digital marketing. It’s apparent that any brands buying or relying on deterministic audiences need to augment their solutions to ensure they meet their ongoing campaign goals.
Google’s Ad Changes: The King Just Built a Moat Around His Castle
The initial frenzy over Google’s news regarding its latest privacy updates has abated, and now it’s time to really think about what it means – for Google, for brands, and for the industry as a whole.
As governments have lit a fire under brands and consumers have become more data-conscious, the future of marketing and advertising is unfolding before us. Let’s take a dive into what it all really signifies.
Marketers Weigh the Downstream Effect of Changing Privacy Regulations
Virginia became the latest state to pass digital privacy legislation when Governor Ralph Northam signed the Consumer Data Protection Act (CDPA) earlier this month, but it won’t be the last. The piecemeal approach to privacy standards happening across the United States right now is creating a challenge for marketers who are faced with complicated, and sometimes conflicting, regulations.
AdColony: “There Is No Alternative Tracking”
Marketing tech companies are widely surfacing solutions to fill the data gaps that these privacy-oriented changes will yield. But companies differ on what approach will work best: IDs rooted in mobile devices or email log-ins, for example, or panel data that users consent to share with advertisers. Other companies and thought leaders are even more polemical, declaring that the era of targeting ads based on individual user behavior is coming to an end.
How Advertisers Can Tackle Consumer Data Privacy and Protection
Regulatory frameworks work by putting more power in the hands of consumers. They help them to maintain better control over if, and what kind, of personal information a company can collect and utilize. Given that, future data sharing should be transparent and transactional. Trust is the new form of currency.
Not Every Agency and Ad Tech Firm is Decrying Google’s Privacy Moves
The big question is what Google’s shift portends for users and advertisers. Is it actually a boon to user privacy? Will it undermine digital advertising? Or will models like Google’s Federated Learning of Cohorts, which will allow targeting of groups of users with similar interests instead of targeting of individuals per se, fill the gaps?
The Privacy Endgame
There is an endgame that can put a stop to drip-drip privacy changes. A reality in which large corporations go back to not knowing the intimate details of their consumers’ lives and are still able to use technology to provide better user experiences through hyper-personalized engagement. A reality in which consumers can enjoy personalized experiences at exactly the right moment without broadcasting their location to anyone. A reality in which it is technology, not fine print, that protects both consumers and corporations.