Data privacy protects consumers and ails marketers

Welcome to a new week. Let this Monday be your post-Super Bowl breather before you put on your gameface for…Valentine’s Day.

In a Data-Driven Field, How Will Marketers Adapt with Less Data?

Marketing agencies need to refine their privacy practices amid tightening privacy restrictions. Not only are states rolling out regulations (similar to California Consumer Privacy Act), but marketers need to contend with international measures like European Union's General Data Protection Regulation (GDPR). How can marketers stay compliant without breaking the bank or developing entire security teams within their marketing department?

More immediately pressing for marketers’ bottom lines: how will they reach their target customers? Once digital advertising took off, marketers were told success lied in a data-driven approach. As that data becomes less accessible, measurability wanes, as well. In response to these changes, and an impending "cookieless future," marketers need new metrics to continue measuring the success of their campaigns. Different tactics are emerging, but some are frowned upon and can incur fines—we’re looking at you, “fingerprinting.”

Meanwhile, Nielsen started working on this problem in 2021, when they moved “from third-party cookies to privacy-centric, people-based identifiers.” Referred to as “identity resolution,” this approach links an individual’s identifying elements to create a robust, device-agnostic profile of the consumer. Somehow, this sounds scarier than cookies??

Is it time to outsource privacy and security for your organization? It may be worthwhile to consult an expert to make sure your practices follow guidelines. And although Google announced it won’t be phasing out cookies until 2024, it’s still a good idea to start determining alternate ways to measure campaign success now.

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