An article in ExchangeWire discusses the challenges the digital marketing industry faces in balancing the need for user insights against growing consumer privacy concerns and stricter data protection regulations.
The article highlights how phasing out third-party cookies has led organisations to experiment with alternative data collection approaches, not all of which offer increased privacy protections. For instance, techniques like fingerprinting, which identifies users through device information, have drawn criticism from consumers and data protection authorities (DPAs) alike. In the UK, the Information Commissioner's Office (ICO) criticised Google's decision to allow fingerprinting as irresponsible.
Other privacy-preserving techniques discussed in the article include:
- First-party data collection: information gathered directly from customers and audiences through various marketing touchpoints
- Probabilistic tracking: a method using machine learning and statistical models to estimate the probability of different marketing touchpoints influencing a conversion
- Identity graphs: a single unified view of customers and prospects used for real-time personalisation based on their marketing touchpoints
- Contextual targeting: the use of algorithms to analyse website content in order to display real-time targeted advertisements.
- Universal IDs: types of identifiers that can be used across multiple devices
What is this page?
You are reading a summary article on the Privacy Newsfeed, a free resource for DPOs and other professionals with privacy or data protection responsibilities helping them stay informed of industry news all in one place. The information here is a brief snippet relating to a single piece of original content or several articles about a common topic or thread. The main contributor is listed in the top left-hand corner, just beneath the article title.
The Privacy Newsfeed monitors over 300 global publications, of which more than 5,750 summary articles have been posted to the online archive dating back to the beginning of 2020. A weekly roundup is available by email every Friday.
