Think big to match Big Tech privacy push

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 12, 2021, 1:45 PM UTC

Instead of incremental changes, publishers need to strategise for a future where privacy will take the centre stage.

Companies need to come out in favour of privacy and create media plans that reaffirm their role as privacy protectors. Brands and advertisers must appeal to customers with a clear value exchange to gather data with the complete consent of customers.

Businesses need to create an independent, privacy-safe industry that is not dependent on the dictates of Big Tech. For instance, Apple introduced the Intelligent Tracking Protection in 2017 to target browser-based traffic. The ad tech industry responded by building Unified ID 2.0 that relied on email addresses rather than third party cookies.

Apple is now launching Private Relay. The feature prevents companies from acquiring a user’s location without consent. It will also allow users to log into websites with anonymized email addresses, hampering industry plans to replace third-party cookies with emails.

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