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The state of tracking and data privacy in 2020

January 2020 felt like a turning point. CCPA went into effect, Google Chrome became the latest browser to commit to a cookie-less future and, after months of analytics folks sounding the alarm, digital marketers sobered to a vision of the future that looks quite different than today.

Here’s where search marketers find themselves in the current entanglement of data and privacy and where we can expect it to go from here.

Read full article: The state of tracking and data privacy in 2020 – 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

Ad Groups Want California To Hold Off Enforcing Privacy Law

The ad industry now says businesses need additional time to comply with the rules. A set of draft regulations was issued by Attorney General Xavier Becerra in October.

The groups add that the draft rules “presented significant new and unprecedented requirements” for businesses. That group says enforcement shouldn’t begin until 2022.

Source: Ad Groups Want California To Hold Off Enforcing Privacy Law 01/30/2020

Leaked Documents Expose the Secretive Market for Your Web Browsing Data

An Avast antivirus subsidiary sells ‘Every search. Every click. Every buy. On every site.’ Its clients have included Home Depot, Google, Microsoft, Pepsi, and McKinsey.

The documents show that the Avast antivirus program installed on a person’s computer collects data, and that its subsidiary Jumpshot repackages it into various different products that are then sold to many of the largest companies in the world.

Some clients paid millions of dollars for products that include a so-called “All Clicks Feed,” which can track user behavior, clicks, and movement across websites in highly precise detail.

Source: Leaked Documents Expose the Secretive Market for Your Web Browsing Data – VICE

‘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

Google Chrome to drop third-party cookies by 2022

Chrome will replace third-party cookies with browser-based tools and techniques aimed at balancing personalization and privacy.

Google announced support for third-party cookies in its Chrome browser would be phased out “within two years.” The company seeks to replace them with a browser-based mechanism.

Google’s stated objective is to create “a secure environment for personalization that also protects user privacy.” Google says that for ad targeting it’s “exploring how to deliver ads to large groups of similar people without letting individually identifying data ever leave [the] browser.”

Source: Google Chrome: Third-party cookies will be gone by 2022 – MarTech Today

Top Apps Invade User Privacy By Collecting and Sharing Personal Data

A new report published today by the Norwegian Consumer Council (NCC) looks at the hidden side of the data economy and its findings are alarming.

Scrutinizing 10 popular apps in Google Play Store, such as Grindr, Clue, and Perfect365, the NCC report’s technical analysis reveals comprehensive tracking and profiling practices. Personal data is systematically collected and shared with dozens of third-party companies without users’ knowledge.

Source: Top Apps Invade User Privacy By Collecting and Sharing Personal Data, New Report Finds

ICO launches consultation on draft direct marketing code of practice

The Information Commissioner’s Office (ICO) has launched a public consultation on a draft direct marketing code of practice.

The ICO has previously produced direct marketing guidance and the draft code builds on this, as well as taking into account the input received during the initial call for views. The code takes a practical life-cycle approach to direct marketing.

The code is out for consultation until 4 March 2020 and the final version is expected later this year. You can read the code and take part in the consultation through the ICO website.

Source: ICO launches consultation on draft direct marketing code of practice | ICO

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

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