I wanted to look in particular at search engines other than Google and their treatment of local search. I was intrigued by the recent announcements that Bing was making forays into product inventory as a component of local search as well as the launch of Bing Travel, a Google Travel competitor but with a very different approach to destination-based search and discovery. Similarly, recent news about the exponential growth of Brave and DuckDuckGo in our era of privacy impelled me to find out more about their handling of local results.
The results of a new campaign by Brave Software and Dentsu International show that digital privacy might not be the monolith that it’s thought to be, and that advertisers can still generate a positive ROI on their campaigns without sacrificing consumers’ online privacy.
Brave is an example of how privacy-forward digital advertising business models that foreground consumer content can work for all parties. Users are not tracked all over the Web and choose how many ads they would like to see; they will also soon get rewards. In return, advertisers can be sure that the people seeing their advertisements are actually interested in looking at ads, and they can also boost loyalty or reach new customers by offering rewards for ad viewing.
Perhaps most importantly, with GDPR in place for more than a year and CCPA and other state privacy laws in the works, advertisers and platforms are less likely to get sued.
Changing political headwinds and increased media attention on data collection and privacy are apparently rattling marketers, who named government regulation as an obstacle to data-driven campaigns more than any other single factor. That’s per a survey of U.S. marketers by Winterberry Group and the Interactive Advertising Bureau, eMarketer reported.
Johnny Ryan, chief policy and industry officer at Brave, a privacy-first web browser, filed a complaint with the Irish Data Commission against Interactive Advertising Bureau Europe on Tuesday evening based on the latter’s alleged violation of GDPR. A statement circulated by Brave on Tuesday identified IAB Europe as a leading lobbyist for the digital tracking industry and accused the company of violating GDPR guidelines with its “cookie wall,” a message encountered by those navigating to its website that requires visitors to consent to tracking from both IAB Europe and third parties.
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