What users do on the internet and the privacy surrounding that data was a hot issue in 2020 and things are only expected to keep heating up in 2021. Regulations regarding user privacy have already been introduced into law and advertisers both large and small have been forced to make major changes to how they utilize consumer data to make import strategic decisions.
The California Consumer Privacy Act (CCPA), which passed almost a year ago, will likely have its first fines in 2021. The General Data Protection Regulation (GDPR) has already caused companies to pay hundreds of millions of dollars in penalties for unethical privacy practices. These changes have begun shaking up the industry, even causing tech giants like Apple to make moves to further enhance user security from the device level. Apple now requires developers to disclose all the data its apps collect from users, including data collected by third-party advertising.
What Does This Mean for the Future?
The third-party cookie is by and large, dead. The future is in first-party cookie-based models and other forms of measuring and tracking identity, in a way that puts user consent at the forefront of the experience.
Consent means putting the customer front and center, then building your marketing experience around them and their wants. And, once you have their consent as to how you use their data, it gives you everything you need to create more meaningful, relevant and engaging display advertising experiences for them.
Contextual Targeting is making a huge comeback because it uses both AI and algorithms to place ads based– not past behaviors. Also, it doesn’t rely on personal data to serve up ads. The only information the ad uses is the content of the webpage to find the most appropriate size and location for your banner ad on the page.
3 Tips for Success in 2021
- Determine the best contextual targeting for your brand and implement it.
- Test the best ways to get consent and opt-in from your customers. Consider what you can offer users in return for their information
- Create ads that stick in the memory. Try to engage your target audience and make them take action.
Need Help Navigating the Changes to Privacy?
Contact the professionals at Maximum and we’ll help prepare your marketing strategy for whatever the future holds!