The Challenge of Targeted Advertising in a Post-Cookie World

Data privacy compliance has become a growing concern in recent years, particularly with the availability of personally identifiable information (PII) and the fear surrounding it. The perception that PII is like radioactive waste that brands should stay away from has become a popular belief among consumers, and companies are feeling the pressure to either help the situation or capitalize on the fear for their own agenda.

The fear of litigation due to new state-level laws and privacy breaches has caused companies to take a more cautious approach to PII—an understandable reaction, considering the uncertainty around where the gavel will land. The challenge lies in using first-party data without exposing identifiable information, which can be confusing for brands who are trying to tread carefully. With the disappearance of third-party cookies, brands will need to use first-party data to continue targeting their advertising efforts and this presents new challenges.

Top Takeaways:

  1. How can brands balance data privacy and advertising for future success?
  2. What steps can agencies, brands, and media partners take to protect PII and avoid SOC 2 violations?
  3. What is the six-point plan for brands to manage PII?
  4. How does fullthrottle.aiTM prioritize data privacy and security?
  5. What measures does fullthrottle.aiTM take to ensure a privacy-first solution?

Balancing Data Privacy and Advertising for the Future

Finding a balance between data privacy and advertising will be critical to the success of brands in the future. Brands will need to be transparent with consumers about their data usage and privacy policies, while also providing them with valuable and relevant advertising experiences. The shift will require brands to find a new balance in their approach. As they learn to navigate this new reality of data privacy in advertising, the brand side, IT side, and legal side will need to work more closely together than ever before to ensure compliance with data privacy regulations, while staying effective.

To protect their data, agencies, brands, and media partners can build a task force that includes legal and AI teams to keep tabs on the data, comply with security protocols, and create pipelines and processes to safeguard PII for GDPR and other state-level legislation. Cross-departmental communication and understanding the business goals will be crucial to ensure that all teams have the same vision and attitude towards PII.

A 6-Point Plan for Brands To Manage PII

In the AdTech world, privacy and data security measures are crucial. A well-regulated infrastructure is necessary, and brands should have a legal team, if they want to understand the regulatory landscape. Still, we can give a broad overview of what it takes to manage PII. Our Chief Product Officer, Amol Waishampayan, boils it down to a 6-point plan for brands.

1. Create a privacy policy

First and foremost, create a privacy policy that outlines how you collect, use, and protect customer data. Your privacy policy should be clear and easy to understand, so your customers know exactly what they're getting into when they give you their information.

2. Implement data security measures

Next, implement data security measures to protect your customers' PII. Use encryption, firewalls, and access controls to ensure that only authorized personnel have access to sensitive information.

3. Obtain explicit consent for PII

Third, obtain explicit consent from your customers before collecting and using their PII. This should be specific, informed, and freely given, and you should keep records of this consent in case of any future inquiries.

4. Get everyone on board

When it comes to data privacy compliance and security, it's important to have everyone on board. That means training all employees, from top-level executives to entry-level staff, on the policies and procedures that are in place to protect sensitive information.

When everyone is aware of what's expected of them, they're better equipped to follow the rules and minimize the risk of data breaches. Plus, making sure everyone is on the same page can create a sense of unity and shared responsibility, helping to build a strong company culture centered around data privacy and security.

5. Be transparent about your data usage

Building trust with your customers is crucial, so be transparent about your data usage and privacy policies. Give them options to control their data and respect their preferences. Remember, trust is a two-way street.

6. Understand how you collect and use PII

When it comes to collecting and using PII, understanding the regulations and laws that apply to you is crucial. It's not just a matter of compliance—it's also about respecting your customers' privacy and protecting their sensitive information. However, it doesn't stop there. Regularly monitoring and auditing your data collection and usage practices can help you stay ahead of potential breaches or data misuse.

By following these six points, you can establish trust with your customers and protect their PII. Not only will you be doing the right thing, but you'll also be more competitive and successful in the long run. So, prioritize data privacy compliance and security, and you'll build a loyal customer base that trusts you with their information.

Establish Trust With Customers Through Data Privacy and Security

At fullthrottle.aiTM, we understand the importance of data privacy and security. This is why we not only advocate for the six-point plan outlined by our Chief Product Officer, Amol Waishampayan, but we also diligently follow and operate under these guidelines ourselves.

Our platform focuses on safeguarding your data by using cache-based tracking technologies limited to first-party advertiser activity. This ensures that each data set is collected on behalf of the advertiser, owned by the advertiser, and never inappropriately mixed with other data sets.

We prioritize a privacy-first solution by requiring active opt-in consent from website visitors, rather than opting out. We do not track shoppers across different sites and organizations, as we are not a third-party tracker, data broker, or data aggregator.

To provide more information on our dedication to privacy and security, we have created our Privacy Hub. By exemplifying these practices, we not only encourage others to follow suit, but also instill confidence in our partners that we place a high priority on safeguarding data.

When collaborating with fullthrottle.aiTM, you can trust that we prioritize data privacy and security, allowing your brand to maintain a competitive edge and achieve long-term success. Our focus on building a loyal customer base that trusts you with their information enables us to work together towards striking the perfect balance between data privacy and advertising for a brighter, more secure future.

If you want a privacy-first, SOC 2 certified partner who can help you build future first-party data, we’re standing at the ready. Schedule a demo to see our technology action.