Now Is the Time to Get a Grip Around New Data-Privacy Realities

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While all the fuss about the prospect of stopping third-party cookies has filled the online advertising space in the past months, new privacy regulations turn out to be another huge challenge that the industry is about to face. In fact, it is already here, and ignoring it is no longer an option.

Never treasure hunting for user data consent

In fact, many of the reputable companies involved in online advertising have gone to extraordinary lengths to adapt their business models to comply with new privacy laws, thus better protecting the personal data of end users. Despite this great effort, neither the website/app owners nor their loyal audience are satisfied with how things are going.

On the other hand, obtaining the consent of a media individual for the collection, use and disclosure of their personal data is, without a doubt, a valuable step forward on the road to protecting people’s sensitive information. On the other hand, the need to obtain this consent in a transparent manner often results in huge pop-ups on the web, which the reader can hardly understand.

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More importantly, given that illegitimate data brokers have abused loopholes in existing regulations over the past years, the rules and requirements are likely to become more stringent in the future. Namely, while surveys prove that users’ understanding of consent requests hasn’t improved much since they were submitted, ever-increasing requirements toward message transparency (and new check boxes) will inevitably make the pop-up even larger.

Cookie notifications are more visible

As for cookie notifications, they will undergo significant changes in 2022 as well. In particular, the Chamber of Deputies of the Chezh Republic, for example, has already voted to change the requirements towards cookie notification banners from January 1, 2022. And some other European countries, such as Italy, are already following suit.

Add it to the general shift from opt-out to opt-in principles of how the notification itself works, and Chrome’s upcoming shutdown of cookies won’t seem like such devastating news after all.

Related: 8 Ways a Data Breach Can Kill Your Business Tomorrow

Getting started with to-do lists for 2022

First things first, 2022 will definitely be a good time for publishers to develop and/or upgrade their data strategy in light of the upcoming CPRA, new regulations and expected updates in terms of users consenting to the collection and use of cookies for advertising purposes.

While having zero customer data (voluntarily offered to publishers in exchange for an incentive) will require special attention and additional preparation, the main focus will certainly remain on first party data, the most valuable for direct monetization of inventory with premium demand partners.

Additionally, given the unsurprising news of Apple’s more lenient stance on Meta and Snap data practices on iOS 15, the use of customer data in groups will become a fairly common practice in programmatic advertising in 2022.

As for the volume of approval popups on publishers’ websites and apps, this aspect will mostly depend on how the digital advertising market as a whole adopts new industry-wide standards, such as the IAB’s Global Privacy Platform and specific CMP. They use, of course.

Stay connected and harmonious, as the year portends many wonderful changes ahead.


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