Google recently announced that it will stop selling ads across websites based on a person’s browsing history, building on last year’s announcement that they will phase out third-party cookies. On the surface, this sounds like a huge move toward greater privacy for consumers. While (maybe) a step in the right direction, this latest move is limited to a consumer’s search history and not use of its products like YouTube, Gmail, and Chrome. Additionally, these changes do not apply to mobile, where the majority of traffic is trending.
“The ongoing conversation regarding data privacy and advertising is timely, important, and extremely complex.”
The ongoing conversation regarding data privacy and advertising is timely, important, and extremely complex. The discussion must involve the platforms supporting advertisers, operating system and app developers, brands/advertisers, and the consumer. This latest announcement raises some key questions that face each of these audiences:
- To what extent is there a lift for a platform or brand that emphasizes data privacy policies and procedures?
- How will the UX of setting and applying privacy settings and policies impact brands/consumers?
- How do brands and consumers navigate the tradeoff between the benefits of hyper-targeted advertising and data privacy?
- Are consumers more upset about the placement and frequency of targeted advertising or the use of data for targeting purposes?
- How do brands effectively alert their consumers about their data privacy efforts?
- How can brands maximize the advertising ROI given the varied privacy policies for platforms and operating systems?
- How do differences in device, occasion, category, and more impact consumer perceptions and behaviors relative to data privacy?
Obviously, these questions raise complex issues that will affect almost any brand with a digital presence. Please reach out to Alex to learn more about the implications of these recently announced changes, and to explore how they may impact your specific brands.