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"For advertisers, this raises the stakes for not relying solely on automated systems for ethical decisions. Algorithms can optimize for clicks and engagement, but they do not inherently capture the legal and ethical nuances of audience targeting." Bryan Whitaker in this latest from MarTech Series
Read more here ⬇️
The Future of CPM in a Privacy-Focused World
As the digital landscape evolves, CPM (Cost Per Mille) advertising faces new challenges in a privacy-focused world. Here's how marketers can adapt:
Embrace privacy-first strategies
Leverage contextual targeting
Utilize consent management platforms
Ensure transparent data practices
Prioritizing user privacy ensures compliance with laws like GDPR and CCPA and builds stronger, trust-based relationships with audiences. The future of CPM lies in balancing effective advertising with respect for user privacy.
Let's navigate this new era together and create a more sustainable, privacy-centric digital marketing environment.
#CPM#DigitalMarketing#Privacy#Advertising#UserTrust#DataProtection#MarketingTrends
Current focus on impact of mobile devices on youth should ask why regulators, esp, #FTC, failed to regulate the manipulative, interactive, geo-aware & data #privacy & targeting system early on. @DigitalDemoc & US PIRG called for it in 2009, for ex. https://lnkd.in/gbJigiFA
Curious to learn how the ban on behavioural advertising affects you?
Our Biddable Account Executive, Rhian Biggs, explores just that in her latest #TugTake - Personalisation vs. Privacy: The Ban on Behavioural Advertising.
Learn more about this ban, its possible outcomes, and Tug’s take on how to prepare for the future of targeting here 👇
https://lnkd.in/ebGrHuKg#BehaviouralAdvertising#DigitalAdvertising#TargetedAdvertising
Big changes are coming to data privacy that may affect your business.
These come as five states have privacy law provisions going into effect. As a result, Google has been making some changes to help your business stay compliant. They are altering their terms to ensure users' data is protected.
So, how do these changes affect your business?
If you utilize digital ads, you can expect less personalization of ad targeting, less effectiveness of the Customer Match feature, and impacts to performance reporting.
The key here is to find an agency that you can handle these changes while minimizing potential issues.
Interesting new consumer research out of the US, via Klaus Miller:
🫥 On the perceived privacy violation (PPV) the public feels, comparing PETs like Sandbox / behavioural targeting in general, on device / in the cloud processing, group / individual.
🎯 "Contextual targeting significantly reduced PPV."
🎯 For PETs like Sandbox PPV "decrease is quite small" vs. standard profiling/targeting.
You can ignore public opinion all you like, but as our own research has repeatedly shown, regardless people will find ways of 'masking' or opting out of anything perceived as over-intrusive.
Director of Intelligence @ Check My Ads - The Digital Advertising Watchdog | Privacy | Competition | Responsible Media & Tech
Important research by Klaus Miller @ #PrivacyCon24 looking at consumers' perceived privacy violations under different online advertising practices.
Notably, the study suggests that "PETs that technically improve privacy, may not improve perceptions of privacy."
Summary of Results:
- PETs such as Google Privacy Sandbox lowers Perceived Privacy Violations (PPV) relative to the current industry standard of behavioral advertising, but the decrease is quite small
- PPV is reduced if data never leaves the consumer's machine
- No difference in PPV between group-level and individual-level targeting
- Contextual targeting significantly reduced PPV
- Without tracking consumers are indifferent between seeing untargeted ads and no ads (relative to PPV)
Paper: https://lnkd.in/e2jmsCuC
While this should not be surprising, it underscores the importance of listening to consumers in understanding what exactly the industry must solve for in order to build a legitimately durable, fair future.
It's the perception of the people that brands are trying to reach that ought to guide our path; not the self-serving proclamations of big tech, or desperation to sustain broken, harmful ad tech business models.
#Privacy#AdTech#DataEthics
Privacy laws such as GDPR and CCPA are tightening.
Third-party cookies are disappearing 🍪
Companies can no longer rely on tracking across sites.
Now, it’s all about first-party data. More reliable. More controlled.
And that means one thing: precision targeting is everything.
This is where email ad serving steps in…
If you’re relying heavily on programmatic ads, it might be time to rethink.
Brands today want more than just impressions.
They want:
🔸 Control over where their ads appear.
🔸 Relevance to connect with the right audience.
🔸 Quality that reflects their brand values.
And they’re finding all of that with direct ad placements 🤝
Programmatic ads alone can no longer keep up.
The game has changed, and advertisers are demanding smarter strategies.
What’s your take on this shift?
Let’s talk in the comments!
#AdTech#EmailMarketing#FirstPartyData#DirectAdvertising#BrandSafety
Important research by Klaus Miller @ #PrivacyCon24 looking at consumers' perceived privacy violations under different online advertising practices.
Notably, the study suggests that "PETs that technically improve privacy, may not improve perceptions of privacy."
Summary of Results:
- PETs such as Google Privacy Sandbox lowers Perceived Privacy Violations (PPV) relative to the current industry standard of behavioral advertising, but the decrease is quite small
- PPV is reduced if data never leaves the consumer's machine
- No difference in PPV between group-level and individual-level targeting
- Contextual targeting significantly reduced PPV
- Without tracking consumers are indifferent between seeing untargeted ads and no ads (relative to PPV)
Paper: https://lnkd.in/e2jmsCuC
While this should not be surprising, it underscores the importance of listening to consumers in understanding what exactly the industry must solve for in order to build a legitimately durable, fair future.
It's the perception of the people that brands are trying to reach that ought to guide our path; not the self-serving proclamations of big tech, or desperation to sustain broken, harmful ad tech business models.
#Privacy#AdTech#DataEthics
Online advertising and consumer targeting have evolved significantly in recent years. The quote shared sheds light on the implications of leveraging consumer data for marketing purposes. It questions the effectiveness of one-to-one marketing strategies and highlights the ethical considerations surrounding consumer privacy and manipulation in the digital age.
"Our industry has never really questioned the notion that one-to-one marketing is a worthy goal. Rather than learn the lessons of the consumer rebellion that led to GDPR, CCPA, and countless other regulations, we are embarking on a new style of consumer spying based on a new set of private signals. Today we are leveraging those signals to bully people into buying stuff they don’t need as well as instill in them irrational fears in order to prompt them to support anti-democracy candidates."
Check out the article by Soren H. Dinesen here: https://lnkd.in/dWAbJnZg#OnlineAdvertising#ConsumerPrivacy#Privacy#DigitalMarketing#Marketing
