After a year that didn’t deliver on its promise to remove third-party cookies in Chrome, data privacy issues remain a key concern for consumers, but it’s the brands that stand to lose out most if they don’t get their data privacy ducks in a row.
Data has become something of an obsession within the performance marketing industry, but from employing proper data collection practices to extracting the most valuable insights possible, the data game is not always an easy one to play.
Today (28 January), Europe celebrates its 19th Data Protection Day (known as Data Privacy Day worldwide), intended to raise awareness about people’s rights to personal data protection and privacy.
As we begin a year that will undoubtedly see significant changes on the data privacy front – whether that be through news of Google’s incoming ‘user choice’ cookie feature for Chrome, further big tech GDPR infringements, or something new altogether; the day acts as a timely reminder for advertisers that a privacy-first approach to consumer data is no longer a ‘nice to have’, but an essential standard when it comes to marketing to people via digital channels.
To learn more, PMW spoke to several marketing experts who outlined some reasons to celebrate today and help drive both better marketing results and a less intrusive digital world.
‘The majority of the ecosystem has already switched to cookieless solutions’
Salvo Nicotra, Chief Innovation Officer at Onetag, said: “We are now firmly in a privacy-first world and future regulation and legislation will only make this more apparent. These changes will continue to transform the digital user experience, with consent processes simplifying and becoming more accessible.
“From a programmatic marketing perspective, the majority of the ecosystem has already switched to cookieless solutions. Testing is underway to find the right campaign mix across privacy-enhanced technologies including universal IDs, ID-less, cohorts and semantic data for contextual targeting.
“New forms of targeting and technologies will also generally improve media quality, attention metrics and sustainability, further mitigating the loss of traditional tracking signals, while giving consumers more control over their personal data.”
Original published on: PMW
