2024 Paid Media Trend: Consumer Data Collection & Privacy
In 2023, Google (once again) confirmed the oncoming demise of third-party cookies and its transition to Privacy Sandbox next year, which affects marketing and advertising significantly.
Larger companies with robust sets of zero- or first-party data will be just fine, but for the rest of us, a shift toward marketing strategies that bring the aforementioned data in-house is crucial.
It’s imperative to respect your users’ preferences and be clear about your data collection practices. Only use legally obtained user data and only use it to make the ad experience more relevant.
People are familiar with data collection practices and know it to be a necessary price for using different services/social media platforms at no cost. As advertisers, the best thing we can do is respect the data we have and use it to curate highly relevant experiences.
“More and more, we’re seeing sites have already implemented logins, which means visitors have knowingly or unknowingly [depending if they read the terms and conditions] opted in to share their data.” — Ian Clark, Exverus Media Director
How to demonstrate concern for your users’ data privacy:
Brands can demonstrate their concern for customers’ data privacy by utilizing tools that have existed for years like one-time passwords, two-factor authentication, and double opt-in subscriptions.
Adding a line to the signup confirmation box or website lightbox saying “We’ll never sell your data”, “User data is end-to-end encrypted”, or whatever applies could make a consumer feel more comfortable doing business with you.
Offer choices in terms of the quantity and type of communications the consumer could expect to receive as a result of signing up.
Learn how we successfully collected an abundance of zero-party data with consumers’ enthusiastic consent in a clever media plan for Stella & Chewy’s here.
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