There’s another side to digital advertising’s transparency problem: Companies don’t even know what they know about consumers. Just as consumers use dozens of apps, businesses use hundreds of applications. Most, if not all, of them collect data on employees and customers. But sifting through that data, figuring out what is necessary, and determining whether it is privacy-compliant is a Sisyphean task.
When marketers store and analyze location data on the device, they reap the benefits of location-based marketing without running afoul of privacy standards. They are able to marry real-world insights with other types of data such as app behavior and online interactions while keeping all the consumer’s data on their phone.
With 88% of marketers citing the collection and storage of first-party data as a “high priority,” a startup called Fanplayr is stepping in with a solution.
Audio OOH enables advertisers to reach the right audience, and reporting tools can help them decipher how their audio ad influences a customer’s path to purchase. This type of product-level transactional data will be crucial as advertisers continue to clash with harsh but growing privacy regulations.
The Cheetah Digital survey suggests that the answer to shifting privacy rules may be simple and surprisingly conventional: ask for an email address in exchange for clear value such as deals and discounts.
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.
Google’s recent announcement that it would stop selling ads based on users’ specific web browsing histories was met with enthusiasm among consumer privacy experts. Within the local marketing and advertising community, the reaction was different.
Lucid is a research technology, or ResTech, firm that hooks up companies with millions of customers to gauge customer sentiment at scale. I connected with Pauline Wen, chief privacy officer at Lucid, to understand the challenges brands are facing and how they can navigate a rising bar for privacy.
In this episode of Location Weekly, the Location-Based Marketing Association covers Cuebiq shutting down its SDK to be more privacy-friendly, American Eagle debuting an AR shopping tool, Zoo Miami launching Easter Hunt with EventZee, and Cole Haan unveiling GRANDSHOP in Harajuku, Tokyo.
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.
Marketers should see rising privacy standards as an opportunity. A once-in-a-generation opportunity to change the way that we, as an industry, define what an audience means, and how personal advertising can continue to deliver value. The key question is going to be — how?
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.
Feeling overwhelmed by the apparent complexity of data privacy laws is understandable. But these issues are experienced by marketers throughout the country, and there are many resources available to help your business become compliant.
Following last month’s theme of “Disrupting Retail” we shift attention in March to “Pursuing Privacy,” a look at the shifting world of location data and internet tracking.
Advertisers need a way to track consumers online with their consent and target them. As the name of his company suggests, GetEmails CEO and founder Adam Robinson says email is a large part of the answer.
Agencies must figure out how to help clients navigate the new privacy era of digital ad targeting. They can thrive despite new advantages for walled gardens.
If Apple doesn’t change course, we’re in for a possibly very humbling year for SMB app publishers and an App Store that advantages the largest publishers with the biggest wallets
What does Apple’s IDFA change really mean for consumers? It will undermine personalization, make it harder for SMBs to compete, and upend free services.