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Adtech giant Criteo is being investigated by France’s data watchdog

Adtech giant Criteo is under investigation by the French data protection watchdog, the CNIL, following a complaint filed by privacy rights campaign group Privacy International.

Privacy International has been campaigning for more than a year for European data protection agencies to investigate several adtech players and data brokers involved in programmatic advertising.

Source: Adtech giant Criteo is being investigated by France’s data watchdog | TechCrunch

Publishers Are Wary Of New Tech That Wants To Use Their First-Party Cookies

With the clock ticking on third-party cookies, publishers will soon be the only part of the ad ecosystem with direct relationships with their readers.

The identity-preserving workarounds pitched by agencies and buy-side ad tech often involve using a publisher’s first-party cookie to store information, and allowing outside partners to call up these first-party cookie records (often via API) and stitch them together to understand identity.

Other solutions use local storage or have a publisher create a new subdomain (a CNAME record) for the ad tech company that allows them to set first-party cookies. Then, buyers can essentially recreate the identity that powers the open web.

Unfortunately, most – though not all – of these solutions fail to meet publishers’ privacy compliance criteria, and many feel these are temporary workarounds vs. true innovations.

Full article: Publishers Are Wary Of New Tech That Wants To Use Their First-Party Cookies | AdExchanger

Brave to generate random browser fingerprints to preserve user privacy

“Brave’s new approach aims to make every browser look completely unique, both between websites and between browsing sessions.”

The Brave browser is working on a feature that will randomize its “fingerprint” every time a user visits a website in an attempt to preserve the user’s privacy. Brave’s decision comes as online advertisers and analytics firms are moving away from tracking users via cookies to using fingerprints.

Source: Brave to generate random browser fingerprints to preserve user privacy | ZDNet

Facebook blocks mobile app advertisers from using device-level data

Facebook quietly updated its terms of service for its Advanced Mobile App Measurement program in January, barring mobile app advertisers from using device-level data for any purpose other than measuring campaign performance on an “aggregate and anonymous basis.”

With the change, Facebook mobile app advertisers can no longer use device-level data for any of the following: (i) to target or retarget ads, (ii) to redirect with tags, (iii) to sell to third-parties, (iv) to inform cross-channel ad campaigns.

The update underpins Facebook’s efforts to contain user data – but it’s a concerning signal to advertisers.

Source: Facebook blocks mobile app advertisers from using device-level data – Marketing Land

Mobile Device IDs Will Be The Next Ad Tracker To Bite The Dust

Neither Apple nor Google – which is fresh off announcing its plan to kill third-party cookies in Chrome less than two years from now – has taken concrete steps to eliminate their respective device IDs as of yet, but the app ecosystem should be preparing for that eventuality.

Device IDs have proven not to be the privacy-preserving solutions they were meant to be, and now it’s time for another change.

Read full article: Mobile Device IDs Will Be The Next Ad Tracker To Bite The Dust

‘Prepare for ICO to utilise its wider powers’: UK regulator issues warning to adtech

The UK’s data regulator, the Information Commissioner’s Office (ICO), has issued a warning to any adtech companies which have failed to “use the window of opportunity to engage and transform” their practices – it’s coming for them.

The ICO’s update on its investigation into the adtech sector reveals it focused on specific issues such as the treatment of “special category data” – like race, sexuality and health – as well as how secure data is as it’s passed through the supply chain and the thorny issue of Legitimate Interest.

Source: ‘Prepare for ICO to utilise its wider powers’: UK regulator issues warning to adtech | The Drum

GDPR will force programmatic advertising to evolve in 2020

GDPR replaced the Data Protection Directive in 2018, and for companies who use programmatic advertising, it could be the key to boosting their campaigns.

What exactly GDPR will mean for programmatic advertising in 2020:

  • Fewer targets, but more relevant ones
  • Personalization could be impacted but will evolve
  • Omnichannel programmatic will become more important

Full article: GDPR will force programmatic advertising to evolve in 2020 — and that’s a good thing

Trump signs TRACED Act

This week President Trump signed the first federal law designed to combat robocalls , giving federal agencies new abilities to go after illegal robocallers.

The Telephone Robocall Abuse Criminal Enforcement and Deterrence Act (TRACED) imposes harsher fines of as much as $10,000 per call on robocallers who knowingly violate the rules.

Source: #Privacy: Trump signs TRACED Act

Gartner Predicts 80% of Marketers Will Abandon Personalization Efforts by 2025

Gartner predicts 80% of marketers who have invested in personalization will abandon their efforts by 2025 due to lack of ROI, the perils of customer data management or both.

Marketers face other impediments to personalization success including the continuing decline in consumer trust, increased scrutiny by regulators and tracking barriers erected by tech companies. While personalization comprises 14% of the marketing budget, more than one in four marketing leaders cite technology as a major hurdle to personalization.

Source: Gartner Predicts 80% of Marketers Will Abandon Personalization Efforts by 2025

Google to let sites block personalized ads under California privacy law 

Websites and apps using Google’s advertising tools will be able to block personalized ads to internet users in California and elsewhere as part of the Alphabet Inc unit’s effort to help them comply with the state’s new privacy law.

The California Consumer Privacy Act (CCPA), which goes into effect on Jan. 1, requires large businesses to let consumers opt out of the sale of their personal data. Lobbying by internet companies earlier this year failed to have the law exclude personalized ads, leaving the most popular and lucrative online ads in jeopardy.

Source: Google to let sites block personalized ads under California privacy law – Reuters

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