What Brands Can Do When the Cookie Crumbles

As third-party cookies are phased out, brands will have to stay nimble to weather the transition successfully. It’s a good idea to shift focus to contextual marketing and build up first-party data now. Keep an eye on better alternatives like Unified ID 2.0, and watch how agencies are adapting. That way, you’ll be ready when the cookie crumbles.

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Anonymized, Localized Shopper Data Offers a New Beginning for Brand Marketers

Rather than fear upcoming changes, marketers should welcome the steps being taken to safeguard consumer data privacy and recognize the opportunity to leverage the massively rich, privacy-compliant consumer data sets that are still available to them.

Apple’s New Privacy Rules Are Here. Are Mobile Advertisers Ready for Them?

With Apple’s privacy changes finally live in the form of iOS 14.5 availability, a question must be asked — how ready are advertisers for these changes? Our data indicates that most aren’t ready.

No Cookies, No Problem: Harnessing the Power of Multi-Dimensional First-Party Data

While many have said that the deprecation of third-party cookies and tracking mechanisms will have a negative impact on personalized marketing, the fact is that this has finally opened the door to a much more effective approach: making full use of the richness of available first-party data.

Digital Advertising’s 2-Sided Transparency Problem

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.

Locations Are Pointing the Way Forward After Third-Party Cookies

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.

Fanplayr Allows Advertisers to Do More with First-Party Data

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.

How Audio OOH Can Withstand Emerging Privacy Regulations

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.

Consumers Request Deals and Emails, not Targeted Ads

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.

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.

Google’s Latest Privacy Play Has Big Implications for the Open Web

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.

Brand Identity, Privacy, and First-Party Data

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.

Cuebiq Shuts Down its SDK to Boost 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.

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 Privacy-Conscious Advertising Can Generate Results

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?

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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?

Growing Your Local Business While Keeping Consumer Privacy Top of Mind

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.

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Street Fight’s March Theme: Pursuing Privacy

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.

Email’s Role in the Future of 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.