Of course, if mobile numbers are adopted as a universal ID, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect.
In search of a new identity solution, publishers will prioritize first-party assets, including email, in concert with any Universal ID adoption. This is just one of many changes advertisers will make in the new year to respond to a shifting ecosystem.
The concept of being relevant while not being intrusive is not mutually exclusive. Certain brands have been able to master this delicate balance. One such brand is Apple. Apple knows that I have an iPhone 12, but they aren’t chasing me on all corners of the internet trying to sell me accessories, or worse, another iPhone. However, when I go to the Apple Store app, it has all my devices connected to my Apple ID, creating a curated list of relevant products. This is a masterclass in being relevant without being intrusive.
With privacy regulations on the horizon, email is a known and comfortable identifier that many consumers self-register and that brands can anonymize in a digital environment with hashed emails for privacy compliance.
While 2020 has thrown a lot of curve balls, marketers that worked to get their consumer data house in order with an eye on ways to better enable their first-party data for a complete view of their most-desired audiences and buying behaviors will survive and thrive as we head into 2021. The newest technology, data-sharing innovations, and identity resolution algorithms won’t help if you don’t have the basics down.
More than a third of the 2,600 respondents in the survey said they want no relaxation of privacy laws due to the pandemic, 43% don’t want employers conducting medical checks and requesting health information, and nearly two-thirds don’t support disclosing information about infected individuals. While everyone wants to get back to business as usual, employers need to be careful that their efforts to monitor the health of employees and prevent the spread of the virus remain respectful of employee privacy and aren’t intrusive.
Make no mistake, first-party data will play a critical role in the future of marketing, as it always has. But agencies as trusted advisors, and the industry overall, need to be realistic about what first-party data can and can’t do for clients, especially in the face of a global pandemic that has upended everything we thought we knew about consumer behavior.
Dubbed Marsbot for Airpods, Foursquare’s virtual assistant will whisper insights to users about their surroundings, unprompted, as they move throughout the world. This may be a recommendation for a local coffee shop or a fun fact about a landmark.
For brick-and-mortar businesses and the technology providers that help them connect with customers, the marketing possibilities are tantalizing.
In a customer set with more than 16 million consumer records — with consumer records being defined as a single, individual record associated with a unique email address within a database — DataGrail found that people are largely taking action to control their privacy by exercising rights provided by the CCPA.
Consumers opt-out of their personal information being sold “most” of the time, and deletion requests make up 31% of all data subject requests. Twenty-one percent of consumers have accessed their data thanks to the new regulations.
Increased attention to consumer privacy is shifting the way advertisers do business. One of these shifts is the increased embrace of contextual advertising, which shows Internet users ads based on the content of the sites they’re searching, not based on their previous digital activity.
I checked in with John Clavadetscher, president and chief commercial officer at Cooler Screens, for more on why brands are taking up contextual ads and what benefits the format offers.
The latest in the tug of war between consumer privacy and effective digital advertising pits Apple against Facebook, Google, and others. At stake for ad tech: significant revenue for ad publishers and app developers, effective ad results for advertisers, and more relevant ads for consumers. At stake for users: consumer privacy protection, the use of their behavioral data for marketing, and possibly, the future of “free” software.
Apple’s pending release of iOS 14 is a strong consumer-privacy-first stance and a potential disruption to digital marketing as we know it. But what is the real impact for targeted digital advertising?
Based on recent studies, people crave privacy, especially when it comes to their data. Repeatedly seeing an ad for a pair of shoes you glanced at once online but didn’t buy doesn’t create a warm or trusting feeling of being cared for by a retailer – for many people, it may come across as creepy. There is a way to gain back that trust, and it is all connected to transparency or, to be precise, web transparency.
It’s time to start proactively addressing consumer privacy concerns. The data shows that people are becoming more concerned about privacy, and all signs point to the continuation of this trend.
Start with building trust through simple actions like better communication and user experiences. Bake consumer trust initiatives into your corporate strategy by investing in technology, creating formal KPIs, and educating your internal audiences and stakeholders about its importance.
The California Consumer Privacy Act enforcement period began July 1, and two months later, numerous firms have received letters from the attorney general’s office about noncompliance. Multiple major companies, including Walmart, Sephora, and Ring, have been hit with class-action lawsuits.
But there’s no great mystery or nefarious agenda tied to the companies that have been targeted as this point, says Dan Clarke, president at IntraEdge. To avoid meeting the same fate, companies need to adhere to the fundamentals of the nation’s first major statewide privacy law. Clarke spoke with Street Fight to explain.
The marketing and advertising communities are inherently about data collection. They survey and track people’s online behaviors to uncover a deeper understanding of trending sentiments. Through this, the ultimate goal is to help marketers better target the right audiences with messaging that will resonate with them on the platforms they typically frequent.
While data privacy should be a given considering how central it is to the industries at hand, it’s often still seen as a challenge to overcome. So, where is the problem?
Despite all the understandably scary headlines about the risks of data collection, plenty of consumers are still willing to provide personal information to brands. The catch? They need something in return, and the type of advertising as well as the type of data on which it’s based are crucial to securing consumer trust.
As an industry, we must embrace the new rules of iOS14 and create a sustainable future for both app developers and advertisers. I believe we can all agree that user consent is important for any app that monetizes through advertising. Also, there are options to provide user-level attribution and necessary data for performance advertising within Apple’s acceptable framework. I’d encourage all publishers to talk to Apple and seek clarification on process and end-user consent along with the use of IDFVs & SKAdNetwork product road map, etc.
I expect that publishers will aggressively move to optimize their sign-up funnels to maximize consent or live with campaign-only-level metrics and lose end-user targeting. If you’d like to continue to optimize towards ROAS, we encourage you to think of privacy consent as a step in the UA conversion funnel necessary to show targeted ads to consumers.