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Tag Archives for " marketing "

Report Reveals Consumers Want Contextually Relevant Ads, Yet Remain Cautious About Privacy

Two years since the enactment of the General Data Protection Regulation (GDPR), data privacy remains a key concern for a significant 94% of consumers. Alongside this, whilst 33% of consumers remain unaware of data privacy regulations, such as the GDPR, nearly nine in ten (87%) of consumers now understand their browsing data will be used for advertising purposes.

The type of targeted advertising consumers are most receptive to was found to be behavioural and contextual. Consumer’s top preference for targeted ads includes targeting based on purchase history (35%) or browsing history (34%). A close second is targeted ads that are contextually relevant to the site a consumer is browsing, stated by a third (33%) of consumers to be their preferred means of targeting. Targeting based on demographic data, such as life stage (19%) or job (15%), was the least preferred method of targeted advertising.

Source: Report Reveals Consumers Want Contextually Relevant Ads, Yet Remain Cautious About Privacy | ExchangeWire.com

Google is auditioning candidates to succeed the third-party cookie

Google wants other ad exchanges and demand-side platforms to run tests to see whether its proposals to replace third-party cookies will work in actual ad auctions.

Google is ready to test some of its recently announced “Privacy Sandbox” proposals with other exchanges and demand-side platforms to see how its plans to replace third-party cookies with less data-invasive solutions will actually work within advertising auctions. The move marks yet another step in Google’s two-year countdown towards its intention to end support for third-party cookies in Chrome.

Source: Google is auditioning candidates to succeed the third-party cookie – Digiday

No need to mourn the death of the third-party cookie

Amid the whirlwinds of the industry’s response, it’s become abundantly clear that the demise of the cookie is probably a good thing for everyone involved – audience members, publishers and even marketers.

The cookie’s demise has been written on the wall for some time. Many trends have been gradually diminishing the efficacy of the cookie. And, people generally dislike the feeling of someone tracking their every online move. Why not replace that tension with a better model? It’s time to turn to newer, better tools.

Full article: No need to mourn the death of the third-party cookie

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

The Belgian DPA Publishes Recommendation on Direct Marketing

The Belgian Data Protection Authority (DPA) published Recommendation  providing Guidance on direct marketing.

The Recommendation provides a methodology on how to comply with the General Data Protection Regulation (GDPR) when conducting direct marketing. The Recommendation applies to all kinds of promotions, including sales and advertising, and is not limited to promotions of a commercial nature.

Source: The Belgian Data Protection Authority Publishes Recommendation Concerning Data Processing for Direct Marketing Purposes

Scottish company hit with maximum fine for making nearly 200 million nuisance calls

The Information Commissioner’s Office (ICO) has fined CRDNN Limited with the maximum £500,000 fine for making more than 193 million automated nuisance calls.

Operating out of a Clydebank business park, CRDNN Limited was raided by the ICO in March 2018, with computer equipment and documents seized for further analysis of their nuisance call operation.

Source: Scottish company hit with maximum fine for making nearly 200 million nuisance calls | ICO

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

Belgian Data Protection Authority Releases Direct Marketing Recommendation

On February 10, 2020, the Belgian Data Protection Authority  published its Recommendation on data processing activities for direct marketing purposes.

With this Recommendation, the Belgian DPA aims to clarify the complex rules relating to the processing of personal data for direct marketing purposes, including by providing practical examples and guidelines to the different stakeholders involved in direct marketing activities.

Read full article: Belgian Data Protection Authority Releases Direct Marketing Recommendation

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