Apple is doubling down on the decision to offer consumers a clearer choice when it comes to being tracked across platforms. Google is rapidly following suit by introducing privacy reviews, similar to the Apple store, to the Android apps. Why? A confluence of events is driving legislative change, the pandemic pushing a large number of businesses online and a significant shift in consumer behavior.
The spotlight on privacy arising from the Snowden revelations, the Cambridge Analytica scandal and the myriad data breaches witnessed in the news so frequently, greenlighted the EU response to tech dominance with the introduction of the GDPR. France just announced introducing their own cloud service providers, signaling they prefer to keep their consumers personal data local and more easily under the GDPR control. Similar legislative agendas, popular with consumers, are now emerging across North America.
The Pandemic has accelerated the digital transformation of the market place, both through a dramatic increase in online traffic – video conferencing, streaming and online commerce – and through consumer behavior. While legislation has a role in why cookies and IDFAs are being phased out, the change is also driven by a change in how consumers interact with ecommerce sites.
Consumer expectations have evolved to expect more than what tracking algorithms are providing. On the other hand, marketers are using ecommerce sites not necessarily for sales conversions but as a research tool for local fulfilment. So content is king. Contextual content – not behavioral content. Relevancy means much more than an ad for a product that one mentioned in a comment on a social media post.
Consumers have expectations for a seamless and relevant experience that is not creepy.
So with the demise of invasive tracking, and rightfully so, how do marketers measure their impact?
As Jerry Dischler, VP and general manager of Ads at google notes, the future of measurement will center on three things:
- consented first-party data that you collect directly, from smart, contextual advertising becomes more valuable because of the quality of the data, the trust and relationship you have built with the user.
- modeling techniques that allow you to fill gaps in the customer journey, such as classification modeling, cluster modeling, and outlier modeling
- and privacy-safe techniques like aggregation and de-identification.
In essence, secure data, privacy and compliance by obtaining consent then respecting user’s preferences, without being invasive, are the foundation of the new digital marketing world.
MPC specializes in building trust together with our clients:
- start by unbundling consent requests from other terms and conditions. Consent should not be a precondition of buying a product or signing on to a service.
- use an active opt-in (like Apple just implemented), rather than pre-ticked opt-in check boxes.
- be as granular as possible with opt-in for different types of processing.
- make consent easy to withdraw – let your customers change their minds because they are driving accuracy of context and it’s a win-win approach.
At Managed Privacy Canada, our certified privacy professionals have the expertise to help marketers and digital innovators to navigate the new normal. Check out our Practical Privacy Playbook at managedprivacy.ca.
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