Truyo: Don’t Expect National Privacy Legislation “Anytime Soon”
A privacy whirlwind is disrupting digital marketing. Apple is downgrading its mobile tracking device, and Google is killing third-party cookies on Chrome. In addition, as many as 20 states have passed or are working on legislation to protect consumer data. But national legislation is likely far from imminent.
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.
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.
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.
Google’s Ads Data Hub Should Be on Every Marketer’s Radar
Ads Data Hub incorporates privacy by design and is first-party data-driven, which is crucial in today’s environment. It is built on a future-proof cloud architecture, meaning as technology continues to evolve, ADH will stay relevant. With all of its capabilities, ADH should be on every marketer’s radar.
Post-Third-Party Cookie Advertising and Experiences
Companies will still need to provide an equivalent user experience to the unknown visitors or risk driving them away. They will need to find incentives to drive authentication and opt-ins; additionally, they will need to create a brand experience that is broadly accessible in lieu of today’s personalized approaches that rely on third-party data insights.
How Privacy Will Upend Advertising in 2021
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.
Respecting Data Privacy while Boosting Business
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.
Apple’s IDFA Change: Call It Advertising Shockwave: The Prequel!
How Facebook adjusts to the lack of identifiers on Apple devices may provide a broad template for digital advertising as targeting becomes more challenging.