Following recent changes announced by Google for its Chrome browser, users will be prompted to exercise more control over third-party cookies. And while it is plain to see that Google and regulators wish to avoid a repeat of the App Tracking Transparency (ATT) debacle, the mere possibility of comparison warrants serious investigation into alternatives, of which Privacy Sandbox appears heir apparent.

Years of development and negotiations, its most recent pivot, and newly announced features demonstrate Google’s dedication to finding a balance that satisfies its obligations to the Competition and Markets Authority (CMA) and the concerns of the Information Commissioner’s Office (ICO). When it does, addressability through cookies will decline rapidly and brands dependent on them will be impacted absent adaptation.

Powering this colossal and oft-delayed shift is an irrefutable truth: online privacy has become a core concern for lawmakers and their constituents in Europe and worldwide.

The Legal Push Behind Corporate Change

Privacy is no longer a niche concern; it is becoming a fundamental expectation of regulators and consumers, especially in the States where legal reforms are gaining momentum. Comprehensive privacy laws are taking effect in nearly twenty states, with California leading the way through the California Consumer Privacy Act (CCPA) and its amendment, the California Privacy Rights Act (CPRA).

The rapid pace of legislative change is striking — more than half of new privacy laws were introduced in 2023-24 alone. While the House failed to pass the American Privacy Rights Act (APRA) out of committee, the bill came far closer to a floor vote than most anticipated. Congress appears poised to pass children and teen-focused privacy bills before the end of session.

This shift is more than just a legal headache for companies; it reshapes how businesses interact with consumers. Brands should rethink their data collection and data use strategies, due to the requirement to respect types of opt-out signals mandated by laws in California, Colorado, and Texas, as well as increased obligations to consent for certain data types, and internal data mapping requirements.

U.S. state laws, while different in structure from the General Data Protection Regulation (GDPR), share common enforcement elements that compel companies to change their data practices, and penalties for non-compliance are steep The message is clear: compliance isn’t just about avoiding penalties—financial and reputational—it’s about staying ahead of a wave of risk that is only gathering strength.

What the U.S. Can Prepare For

Looking to Europe provides a roadmap for how privacy laws can amplify consumer expectations. The GDPR, now six years into enforcement, has dramatically altered the landscape for advertisers and consumers alike. With more than  2,000 fines issued by March 2024 and penalties nearing €4.5 billion, companies have had to adjust their strategies to comply with stricter privacy regulations.

Even though privacy was already a top concern for consumers in Europe, legally required changes by companies there led to increased awareness of users’ privacy rights and more frequent exercise of those rights

In the U.S., this process is beginning to unfold. While data protection concerns have historically focused on government surveillance, the growing wave of state privacy laws and increasing public scrutiny of private data usage — especially after Cambridge Analytica — are starting to mirror the European experience. However, the signs of fatigue in Europe due to the constant consent requests have led regulators to express a desire for reform. If it happens, the process will likely be slow, but we may hope to see similar changes in U.S. legislation sooner rather than later.

The Path to Consumer Trust

The importance of comparing the EU and U.S. approaches to privacy lies in user behavior. As brands prepare to comply with evolving privacy laws, consumers are becoming increasingly informed about data practices, leading to heightened expectations around transparency and choice. However, there is a critical need to find the right balance between customer expectations regarding data privacy and their desire for relevant, personalized experiences.

A recent survey revealed that 86% of Americans are concerned about their online privacy, a number likely to rise as privacy laws gain ubiquity. Just as the GDPR heightened awareness among Europeans, U.S. consumers will reasonably demand more control over their data. This shift will inevitably result in more users opting out of third-party cookies, requesting their data deletion, and exercising their rights to the data companies hold about them — whether manually, through changes implemented by platforms, or via authorized agents.

Navigating the Road Ahead

It’s essential for brands to recognize that user behavior will evolve alongside legal obligations. Companies that fail to adapt their strategies now risk losing trust and relevance in the eyes of consumers.

The shift towards cookieless technologies is not merely a legal necessity but also a crucial response to meet evolving consumer demands and offset increased risk and overhead associated with new obligations.

First-party data and strong consumer relationships have never been more critical. Diversifying vendors for each critical function will ensure continuity and create a competitive advantage amidst these changes. Additionally, assessing whether partners are equipped to help navigate this new landscape is vital.

Laws are driving changes in both corporate behavior and consumer expectations, forcing companies to adapt. Eventually, the switch for third-party cookies will be flipped to “off.” The time to prepare is now.

The post Beyond Compliance: Adapting to Privacy-Centric Platforms and Consumer Expectations appeared first on AdMonsters.

On Friday, February 9, the California Third District Court of Appeal ruled that key provisions of CCPA, as amended, are now enforceable. This ruling marks a significant victory for the privacy regulation, allowing for immediate enforcement of these updated regulations.

The state agency emphasizes that the ruling has reinstated the CPPA’s complete enforcement powers, ushering in a fresh phase of privacy act enforcement. “This decision should prompt the regulated community to review their privacy practices promptly to ensure compliance with all our regulations,” warned the state agency in a press release announcing the ruling.

With this new set of consumer and employee data rulings added to the CCPA, the privacy watchdog is sniffing around publishers and advertisers for any data ethics infractions. Everyone must be on their p’s and q’s with their data compliance practices. 

Yet, somehow, Doordash fell victim to CCPA and has been ordered to pay a $375,000 civil penalty and comply with CCPA and the California Online Privacy Protection Act (CalOPPA).

The Amendments to Consumer and Employee Data Compliance

California’s ruling impacts regulations concerning consumer and employee data. It encompasses several critical aspects of the amended act: transparency mandates, compliance with privacy rights requests, obligations for service providers and third parties, management of children’s and teens’ data, training, and record-keeping. 

With businesses under stricter scrutiny, publishers, advertisers, and ad tech firms are wrestling with fresh compliance duties after the California Privacy Protection Agency’s (CPRA) implementation. They must consider consumers’ right to opt out of targeted advertising and limitations on processing sensitive personal data. 

In addition, the CPRA‘s updated definition of business purpose places ad tech companies in a critical position.. It specifically excludes cross-context behavioral advertising from the activities that qualify recipients as service providers, consequently imposing stricter compliance obligations on them as either third parties or businesses.

The reclassification necessitates service providers to transition to third parties, which means they must renegotiate business contracts to align with CPRA stipulations. These agreements impose restrictions on third parties regarding combining personal information for analytics and mandate clear privacy disclosures and consumer opt-out options. 

Companies must meet specific criteria to qualify as businesses under the CPRA framework, including revenue thresholds and data handling practices.

How Did Doordash Fall Prey to CCPA’s Regulations? 

An investigation by the California Department of Justice revealed that DoorDash sold its California consumer’s personal information, including names, addresses, and transaction histories, to a marketing cooperative without providing notice or an opt-out opportunity for consumers. 

In this marketing cooperative, DoorDash and other companies disclosed personal information to the group to advertise their products to each other’s customers.

Attorney General Rob Botna said that selling personal information without consumer consent violates the CCPA and CalOPPA. Botna hopes this “settlement serves as a wakeup call to businesses: The CCPA has been in effect for over four years, and businesses must comply with this important privacy law. “

As part of the settlement, DoorDash must pay the massive fine and comply with stringent injunctive terms, including submitting annual reports to the Attorney General to monitor any potential sale or sharing of consumer personal information. 

Data privacy regulations will only get more challenging as we work towards creating a federal privacy law. Doordash’s lawsuit echoes a warning to the entire ad tech supply chain to ensure you review your data compliance practices under established and upcoming state and privacy laws.  

Privacy regulation is a sticky terrain in the U.S., but you must stay diligent in deterring legal actions or judgments from accompanying your compliance reviews. 

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Data privacy regulations like Europe’s GDPR, California’s CCPA, and now the amended CPRA disrupted businesses as they grappled with the challenge of ensuring compliance. 

To better help the industry comply with the notice and choice obligations required under said new laws, IAB Tech Lab collaborates with industry stakeholders and local trade bodies to support the development of frameworks like IAB Europe’s Transparency and Consent Framework (TCF) and the IAB’s US Privacy Framework. 

However, building distinct technology solutions for every jurisdiction was not sustainable. In September 2022, the IAB Tech Lab first launched the Global Privacy Platform (GPP) and recently closed public comment for the next version of the API.

Understanding the Global Privacy Platform (GPP)

As an industry, we must ensure that we provide the appropriate transparency and choice as required by law. More importantly, we need to consistently communicate user consent and choice preferences, ensuring that all parties can comprehend them properly.

 By doing so, we can handle users’ data in a manner that aligns with their preferences. GPP aims to solve the challenge of creating a common language for everyone in the ecosystem. This solution was developed over several years involving stakeholders from across the ecosystem, including publishers, advertisers, and ad tech vendors.

The key components of the GPP that should be understood are the privacy string and the available string transport mechanisms. These mechanisms include a field in the Regs object in openRTB, parameters and macros for URL-based services, and a standard API. It is the API portion of the GPP that the IAB Tech Lab is updating, but more on that later.

The GPP string can carry privacy signals for any supported jurisdiction. It currently supports privacy signals for Europe’s GDPR, Canada, and five states in the US that have privacy laws (California, Virginia, Utah, Colorado, and Connecticut). Notably, the GPP is extensible and goes beyond just supporting jurisdiction and also allows support for other industry signals, such as the Global Privacy Control (GPC).

Exploring GPP API v1.1

Delving into the specifics of the update, it’s important to understand what remains unchanged. The GPP string, a core component of the protocol, will stay as is. There are also no updates to how the GPP string is passed in openRTB and using the defined macros and parameters. Let’s dig into the changes in the GPP API.

The primary changes to the API were born from industry feedback that it needed to better support callers of the API who operate within an iframe on a web page. Version 1.1 of the API includes callback support for all commands. This allows vendors who work within an iframe to use all the available commands that the API supports rather than just a subset.

In addition to adding callback support, version 1.1 of the API includes updates to status codes. While this may sound insignificant, on the surface, it is vital for callers of the API. There are additional explanations for several of the existing status codes. Still, the most important of the updates is the addition of a new event called signalStatus with potential values of “ready” or “not ready.” This new event adds a lot of clarity to when a GPP string, the representation of the user’s consent and choice preferences, is ready to be used. This will reduce the potential for confusion or misrepresentation.

 To reduce the number of calls needed to extract the appropriate information, version 1.1 of the API includes several optimizations to the objects returned by the API. These optimizations also help with reducing the complexity of vendor scripts.

Details are available here for those looking to dive deeper into the specifics of the updates included in version 1.1.

Implications of the Update on GPP Implementers

All stakeholders, including publishers, advertisers, and consent management platforms (CMPs), along with any vendors utilizing the API for GPP string retrieval, are urged to support the new version of the API which was finalized earlier this month. The enhancements are designed to better infer the privacy signals and enrich interactions with the API. For those vendors that aren’t interacting with the API and instead rely on fetching GPP strings via openRTB or URL macros, there’s no need for any changes. You are unaffected by this update.

As privacy regulation continues to evolve, so will the Global Privacy Platform. The GPP is ready to adapt and evolve to meet the needs of a global privacy landscape that shows no signs of standing still.

The post What Is the Global Privacy Platform (GPP) API v1.1? appeared first on AdMonsters.

Recently, President Biden signaled how important privacy legislation is by addressing it at the State of the Union for the first time. We all recognize that state privacy laws are here, with many more to come. At this point, we desperately need universal privacy legislation that supersedes state laws to create a level playing field for credibility, stability, and protection for consumers and businesses. 

At RampUp 2023, “Stay on the Forefront of Privacy Legislation” was a session where Washington D.C.-based ad tech counsel and a VP at the U.S. Chamber of Commerce shared their perspectives on what’s happening right now and what the industry can do to streamline the process. One common denominator among the three session participants was that now was the time for one federal privacy law. 

The Time Is Now

Data is highly regarded because it helps to deliver impactful services to consumers and customers. It unlocks the potential of the information economy to communities and helps ensure that consumers have access to important and useful information for free. It makes the open web a lot like the public library. Also, with the right data, consumers can access personalized apps and services that make life easier.

And, for the ad tech ecosystem, it powers the pipeline, bringing the right message to the right consumer at the right time. However, this all goes out the window if we do not establish a reasonable and well-thought-through national policy for data.

In a study conducted by Privacy for America, we learned that consumers enjoy over $30,000 a year in subsidized content and services online. A law restricting that flow of data availability could increase what we consider an online tax by over $30,000. 

We must ensure we continue to provide consumers with this same access. This isn’t just an ad tech issue. With six state data privacy laws already on the books and many different bills under consideration, delivering the impactful information and services consumers expect grows harder and harder.

“Without a preemptive national standard, we risk that the policy, and how we can engage with consumers and build audiences, will be left to just a handful of companies,” explained Michael Signorella, co-chair of the Technology and Innovation Group at Venable law firm. “They will decide how we can address media to consumers online, think of ATT.”

The Tragedy Associated With State-led Privacy Legislations 

According to a recent U.S. Chamber of Commerce report, 80% of small businesses stated that tech platforms, ads, and payment apps enabled them to compete with larger corporations. So limiting access to data and the ability to use data will constrict their business operations. 

“There are currently about 20 states that have introduced bills being considered now,” said Jordan Crenshaw, VP at the U.S. Chamber of Commerce. “The problem is that we’re seeing multiple models emerge, and even when we have very similar models, they are still somewhat different. If you’re a food truck with about 270 customers daily, complying across state lines would be nearly impossible.”

The California Consumer Privacy Act was the first comprehensive law in the U.S. to go into effect. It gives consumers the right to delete data, opt out of data sales, and know what data companies hold about them. Nonetheless, the private right of action associated with this act could be problematic when it comes to data breaches. 

Virginia’s Consumer Data Protection Act, which went into effect in January, gives consumers the right to opt out of data sales and targeted advertising. Like California, Virginia consumers can also delete data, but they also can correct data and opt-in for sensitive data. There is no private right of action in Virginia, which is good because it leaves enforcement up to the state’s attorney general. It also doesn’t allow for broad rulemaking authority to any agencies in the state, keeping the terms and conditions concrete. 

When it comes to federal privacy, the Chamber of Commerce currently sees states embracing the American Data Privacy and Protection Act (ADPPA) and opt-in frameworks where businesses have to get consent to use data outright, like in Oklahoma. All these differences are a huge red flag for compliance for small businesses. 

Where Are We Seeing Specific Privacy Regulations?

Health Data: Since the Roe v Wade decision, there has been a call to create privacy protections around abortion data or data that might lead to that. The problem is that now that issue has worked into massive health bills creating an even larger issue. In Washington, the state has a bill in review that would require consumers to opt-in for data usage, thus harming data flows for things like health research, clinical trials, for example. That bill also has a private right of action.

Children’s Data: States are proposing updates to the Children’s Online Privacy Protection Act (COPPA). Utah even has a social media bill that would shut off social media usage after 10 pm, substituting the role of a parent with a private right of action and age verification.

Biometric Data: An example of this is facial recognition technology. States like Illinois already passed laws related to biometrics, whereas a company could be subject to private lawsuits if it failed to get consent to use biometric data. 

Convos on Capitol Hill

As Principal at Emergent Strategies, a Democratic government affairs firm in Washington, DC, Michael Claunch spends much time on Capitol Hill. While conversing with Congress, he knows they are working to solve many of these privacy issues, whether conflated purposefully or unintentionally. 

On the Hill, they are working on complex issues like privacy, whether online markets are competitive enough, and Section 230 reform. Members of Congress feel extremely passionate about these issues, but if they try to address each silo, they will affect the other; privacy is a great example. 

“When I interact with Congress, I’m very consistent in my message that a federal privacy law will be the competition law for the next decade,” Claunch explained. “There will be winners and losers as some entities will have better access to more rich data and be able to use it. Market impacts need to be taken into consideration.”

Why Not the ADPPA?

While the ADPPA is an admirable attempt, it’s just not it for many reasons. Experts see many weaknesses regarding its impact on competition and the fact that it has an overly broad definition of sensitive data. It can eliminate the ability for brands and third parties to use data to get a complete look at the consumer and target them across the web. 

The ADPPA presents unequal treatment between first and third-party marketers; as we know, if a company has a first-party relationship with a consumer, it’s way easier for them to get opt-in consent on that sensitive data.

Currently, the way the ADPPA is written, third parties are at a significant competitive disadvantage compared to first parties. Thankfully the three legal professionals on this session — Jordan Crenshaw, Vice President, U.S. Chamber of Commerce; Michael Signorelli, Partner, Venable LLP; and Michael Claunch, Principal, Emergent Strategies — are working to change that. With a new Congress in place, it presents an opportunity to reset and build up the good work regulators have done. It also gives them ideas to ensure that a federal privacy law considers all stakeholders.

The post Privacy Experts Convene on the Need for Federal Legislation at RampUp appeared first on AdMonsters.

Last week the Connecticut House of Representatives and Connecticut Senate joined forces to pass the Connecticut Data Privacy Act (CTDPA). The legislation, also known as Senate Bill 6 (SB6), awaits Governor Ned Lamont’s signature to make everything 100% official. The bill is expected to take effect on July 1, 2023. 

The CTDPA mirrors recently instilled state privacy laws, allowing consumers to opt-out of data sales, targeted ads, and profiling decisions that “produce legal or similarly significant effects concerning the consumer.” This new provision will also include protection for minors and biometric data.

I know your next question is, what types of pubs would this apply to?

• Pubs that do business in CT or produce products or services targeted at residents
• Pubs that control or process consumer data of at least 100,000 people a year or gain over 25% of gross revenue from the “sale” of personal data and control or process the data of at least 25,000 people a year.

The consumer side of me says, “Way to go!” Yet, the ad tech side is thinking, “Darn.” Each new state privacy law only adds more and more hoops for pubs to jump through.

Get in the Know About CTDPA

If you are wondering what aspect of “consumer data” will be guarded by CTDPA, it is the information connected to an identified person. This does not include any information about someone that is public or considered de-identified data.

This is the second stab at a privacy law by the “Constitution State,” remember, Connecticut tried it last year and failed. This go-round, the bill is coming on strong and will even include the “right to cure” clause giving pubs some time to do some damage control before getting hit with a lawsuit. If you are caught violating the rules? Forget about it. There will be no time at that point to fix the infraction, and you may even get accused of “soliciting user consent.”

Pubs have a 60-day fix-it period to figure out reported violations until December 21, 2024. Starting January 1, 2025, the CTDPA will only grant a cure period if the Connecticut Attorney General sees fit, so be careful.

With the CTDPA opt-in consent for sensitive data is a must. Racial origin, religious beliefs, mental or physical health condition or diagnosis, sexual orientation, sexual history, immigration status, genetic or biometric data, children’s data, and geolocation data are all included.

Speaking of children, pubs will have to get opt-in consent from consumers under the age of 16 before using their data to target ads or monetize. You have to keep the kids first because when it comes to the Children’s Online Privacy Protection Act, you don’t want any problems.

Like privacy laws in Colorado and Virginia, CT consumers will have the authority to appeal a denial of a consumer request.

How Will CTDPA Affect the Advertising Ecosystem?

At the rate things are going, pubs will continue to be stuck in a cycle of scrambling to find new ways to identify consumers. While these state privacy laws are seemingly a step in the right direction for consumers, they sometimes create extra work for pubs and outsourcing vendors.

Many publishers feel they may go bald before Federal privacy legislation sees the light of day, but President Biden has been making baby steps in that direction after discovering a recent “national experiment” by big tech that utilized children’s data.

Potus said, “It’s time to strengthen privacy protections, ban targeted advertising to children, demand tech companies stop collecting personal data on our children.”

Whether it is a child or your great-great-grandma, pubs will continue to have to dip and dive through many loopholes when it comes to targeted ads and addressability because those violation consequences ain’t pretty.

The post What Is CTDPA? appeared first on AdMonsters.

Guess what? Preparing for privacy regulations, along with the death of the third-party cookie (and other identifiers used to target individuals and measure advertising) is still a colossal challenge.

So, what’s coming to the data and privacy landscape in 2022? Expect more state-led privacy legislation coming to the table, GDPR to kick it up a notch while privacy spans global, privacy ad tech to get a lot of shine, cookieless solutions to face the music, and global privacy controls to gain traction. Real-time bidding they’re coming for you.

5 Data Privacy Trends for 2022

The State Privacy Party Will Continue

There will be no federal privacy law this year. Instead, the “patchwork” of state privacy laws will continue. In addition to Colorado, Virginia, and California, I expect two-three more states to pass privacy laws this session. It’s not clear which states will go, but there will be more states to contend with by the end of 2022.

This is going to require companies to create (if they haven’t already) comprehensive privacy programs that allow them to understand what data they collect, where it sits, how they use it, who they share it with, and the value of that data.  This is not a one-time exercise, it will require ongoing maintenance.

This is the foundation that will help companies layer on additional privacy requirements as they come in, instead of scrambling and starting from old information each time there is a new law/obligation.  This exercise impacts legal, IT, procurement/sourcing, and the sales and marketing teams. The days when privacy was a problem for legal or compliance to deal with are over.

Privacy Goes Global

There is a lot of conversation about state privacy laws and the lack of federal privacy legislation, but outside of the U.S., we are seeing privacy go global. In the EU, I expect to see the enforcement of the GDPR and e-Privacy continue to escalate. After a few “quiet” years with a small number of fines, the cases filed with the various data protection authorities have worked their way through the system and the increase in fines reported in 2021 will likely continue. I expect there to be a focus on the use of cookies and the practice of programmatic advertising and real-time bidding.

Both the ICO in the UK and CNIL in France investigated this practice in 2019 and 2022 may be the year that they start to enforce the warnings previously given. Outside of the EU, Canada and Australia are updating their privacy laws, India is considering a new privacy law, China will be enforcing the law it passed last year, and Saudi Arabia (among other countries) passed a privacy law last year.

I expect to see the trend of increased privacy regulation and enforcement around the globe continue.  Companies will need to navigate much more than the U.S. privacy landscape if they really want to work on a global scale (see prediction #1 about the need for a privacy program).

Privacy Tech Will Take Center Stage

As regulators, consumers, and the big platforms continue to put pressure on business models that rely on the sharing of personal information, companies will turn to technology to help them achieve their business goals.  In 2021 we saw the rise of privacy-enhancing technologies – in 2022 they will take center stage.

Techniques like differential privacy and homomorphic encryption, along with solutions that involve synthetic data, will gain in popularity as sharing personal information continues to be stymied by privacy-related restrictions. Clean rooms will stay in the mix as a privacy-forward solution. Companies should expect to see more of these solutions being marketed in their inboxes and will need to understand the technology and its implications as they decide which to add to their tech stack.

Post-cookie Solutions Will Be Put to the Test

At the top of 2022, we are still anxiously awaiting news on the proposed regulations under the CPRA. The head of the CPPA, the agency writing those rules, has signaled some skepticism about e-mail based identifiers. That doesn’t mean they won’t survive, but they may be subject to the same restrictions currently placed on cookie IDs and similar identifiers.

Global Privacy Controls Will Gain Traction

I am using the lowercase here because I don’t know if uppercase GPC is the final word on what a global control looks like and I think there are still too many open questions about its implementation. That said, I think there is a real concern with how consumer choice is provided – regulators don’t like the idea that consumers have to navigate the privacy practices of each website they visit in order to exercise those choices (and neither do consumers).

My hope is that we have more dialogue on how a “gpc” should function and some standard setting for the signals sent.  First, we need to understand what exactly are consumers opting out of?

Each state has a different definition and slightly different approaches to what activities a consumer should be able to opt-out of – how can there be a “global” tool when there aren’t global definitions?

Second, there hasn’t been enough alignment on the logistics — how will platforms receive the opt-out signal, what is the impact on offline activities, how should browsers communicate the potential limitations, and how can we allow consumers to make individual choices for companies they have a relationship with.  I hope to see some of these questions answered before we see significant enforcement of unclear expectations.

The post 5 Data Privacy Trends to Watch in 2022 appeared first on AdMonsters.

Privacy Won’t Kill Data-Driven Advertising

Today, 69% of countries have adopted consumer data privacy legislation, and 10% have legislation under review. Only 5% of the world has no legislation whatsoever. These regulations seek control over data collection to one degree or another.  

Do these developments spell the end of digital advertising? Does that, in turn, mean the end of free, and low-cost content for everyday people? Fortunately, the answer is no. For two key reasons.

First, thanks to next-generation companies like 1plusX, publishers and marketers can deploy AI to understand users better and predict behavior, enabling them to target and engage their ideal audiences in privacy-compliant ways. Second, while third-party data is increasingly prohibited, plenty of highly relevant and privacy-compliant data is still available. What’s more, this data will better serve all parties involved, including the publisher, advertiser, and most of all, the user.

The Hyper-Valuable Data Publishers Don’t Know They Have

Publishers, especially those with large media properties, already have a wealth of data they can leverage. However, it’s different from the typical third-party datasets that aggregators have traditionally collected and sold.

A small portion of that first-party dataset is deterministic. This is the data the user opts to disclose during the registration workflow (e.g., age, gender, household income, specific interests, and offers to redeem). 

But let’s not get hung up on size; the girth of the deterministic dataset is irrelevant. When mixed with the publisher’s media asset data, its actual value is revealed. When these two data sources are combined the result is unique, high-quality audience segments that can drive precise targeting across channels.

“AI can step in where deterministic data ends. When deployed correctly, it can predict unknown user demographics and psychographic attributes with a high degree of accuracy,” explained Jürgen Galler, CEO of 1plusX.

What’s meant by media asset data? This is data that goes beyond the metadata that categorizes the subject of a piece of content and is the publisher’s secret sauce. Media asset data incorporates the content the users read or engage with, the specific words, personalities, and sentiments expressed in the article, images, and videos, as well as the user signals that such engagement sends. Capturing this data represents untapped potential for both publishers and advertisers. 

Unlike third-party data, which is always predefined, AI can make a deeper set of predictions about a user’s behavior based on the content they engage with (or opt to ignore) within a specific media property. By running this data through myriad models, publishers can predict a huge array of attributes, including demographic, socio-economic, and psychographic insights. Publishers can also score a user’s likely level of interest in a category. 

Things get interesting when publishers begin to layer on the results in precise ways, leading to better understandings of an audience and, ultimately, highly granular profiles for targeting.

Powering the Future of Contextual Targeting

Many people rightly claim that a privacy-centric world will need to innovate on contextual targeting. However, a current challenge in advertising today is attitude. Specifically, the industry tends to look solely at users for profiling and targeting; we don’t look at media assets as legitimate cohorts for targeting purposes. I guess we’ve been scarred by the faux pas of early contextual targeting.

This is a mistake. Rather than seek users who match an advertiser’s targeting requirements, the industry should also consider targeting media assets that attract users who also fit a campaign’s criteria. This distinction will ultimately allow us to reach a more significant percentage of the desired audience. 

To reach audiences at scale, we need to stop thinking of contextual targeting as a tactic that’s limited to the keywords contained in an article or video; we need to expand it so that it incorporates what content triggers (e.g., female readers, readers who’ll be more inclined to click on a specific ad later on).

This approach has many benefits, beginning with it being truly omnichannel. In addition, the same profile definition of an audience can be deployed to target across all digital ecosystems, including CTV.

Can you envision a future in which publishers and advertisers invest in data management platforms for media assets that allows for rich contextual targeting capabilities?

Predictions for an AI-Driven Future

What will an AI-driven, cookie-free future look like for both publishers and advertisers? To begin, both the sell-side and the buy-side will enjoy expanded reach. For example, a publisher might not have deterministic data for all users who are interested in organic wellness products, but by deploying AI to its media asset data, it can identify and monetize all of its users who share that interest. The result will be more efficient campaigns for the advertiser, and higher CPMs for the publisher.

What’s more, AI will drive e-commerce opportunities for the publisher, a trend more media companies are seeking to exploit these days. For example, NBCUniversal’s checkout enables businesses to sell directly to consumers from its article and video content. Imagine if it deployed AI to its media asset data so that its advertisers could reach and engage the entire pool of potential audience members for a specific product.

Galler envisions a scenario in which publishers are positioned to obtain more well-rounded views of users, which has been the Holy Grail of marketing. Users have, on average, 20 different CX touchpoints as they switch between connected devices several times throughout the day. Publishers and brands have struggled to capture all of those signals and tie them to a single user. 

AI can leverage probabilistic matching and stitch all of the multiple IDs of a single user together. This AI use case will ensure that when, for example, a user updates their privacy preferences on a mobile device they’ll be honored on all 20 touchpoints. And it’ll enable both the publisher and the marketer to obtain more nuanced audience profiles.

Stronger, Better Relationships Ahead

Ultimately, by combining all sorts of data — and deploying AI for data enrichment to obtain complete pictures of a user — everyone will benefit, including the consumer. 

This can be achieved by using a next-gen data management platform, such as 1plusX, that combines first-party data with contextual media strategies and DMP tactics marketers already deploy to expand audience reach. It also enables data collaboration between publishers and advertisers to meet consumers they might have otherwise not been able to target.

Going forward, this will transform the publisher/marketer relationship, prompting both to form deeper connections and better cooperation.

The post How AI Will Drive the Future of Advertising appeared first on AdMonsters.

On July 7, 2021, Colorado Governor Jared Polis signed the Colorado Privacy Act (aka CPA or ColoPA depending on who you ask) into law. This makes Colorado the third state — joining California and Virginia — to pass comprehensive privacy legislation. Publishers and marketers will need to comply by July 1, 2023.

Much like its predecessors, California’s CCPA and CPRA, as well as Virginia’s VCDPA (with a dash of GDPR thrown in), the CPA will give Colorado residents a bunch of privacy rights, including the right to access, correct, and delete their personal data, and to opt-out of the processing of their data for targeted advertising, sale of their personal data, and profiling.

Also like the others, the CPA could significantly impact personalized advertising. This is a major concern for the advertising ecosystem, as Apple and Google are making changes that limit the targeting of individuals for advertising and content personalization purposes.

As other states are likely to follow suit (and a Federal Privacy Law is imminent) it’s imperative that publishers, advertisers, and ad tech companies think ahead and plan for solutions that are flexible enough to adjust for all types of scenarios. Consumers are looking for transparency and a clear understanding of the value exchange provided when you’re asking them to opt-in. As such, being prepared for CCPA and VCDPA won’t necessarily mean you’re covered for CPA, as there are a few key differences.

Who Needs to Comply With CPA?

If you’re conducting business in the state of Colorado or providing goods and services targeted to Colorado residents and either control or process data of 100,000 or more Colorado residents in a calendar year, or bring in revenue from the sale of personal data and control or process the personal data of at least 25,000 Colorado residents, then this law applies to you.

CPA and VCDPA focus on the amounts of data processed by businesses, rather than the amount of revenue generated like CCPA. And as a first, unlike CCPA and VCDPA, CPA will also hold nonprofit companies accountable.

Publishers, and their advertising partners, should take note of how Colorado defines “personal data” as information that is “linked or reasonably linkable to an identified or identifiable individual,” which means that the individual can be identified either directly or indirectly by reference to an identifier, including either a name, identification number, geolocation data or other online identifiers.

Key Differences Between CPA and Both CCPA and VCDPA

Sure, you’ve got a jump on CPA if you’re already in compliance with CCPA or prepping compliance with VCDPA, but you should also pay close attention to some key differences that might provide a few bumps in the road.

The advertising ecosystem should pay close attention to the following differences:

• CPA enforcement power will reside with the state’s AG and DA and violations will be classified as deceptive trade practices that can be fined $20,000, unlike CCPA and VCDPA which fine up to $7,500 for violations. This will limit consumer-initiated litigation.
• Under CPA, there is a 60-day cure period (unlike the 30 days you get with CCPA and VCDPA) before enforcement action will be taken by the AG and DA. Noncompliance can result in civil penalties of not more than $2,000 per violation, not to exceed $500,000 in total for any related series of violations. The cure period will only be provided until January 1, 2025.
• Data protection assessments will be a lot more rigorous, requiring ongoing documentation of all processing activities involving the processing of personal data.
• As well the regulation provides an opt-out provision mandating that requires businesses to provide consumers with a one-click, universal opt-out feature. It will be up to the AG’s office to provide the technical rules for such mechanisms. Consumer requests can be denied if they cannot be authenticated. This universal opt-out requirement syncs with recent news that the California AG is now requiring that all companies adhere to opt-out requests sent via Global Privacy Control (GPC).
• CPA also introduces a sensitive data requirement, which means businesses have to obtain consumer consent for the processing of data that might reveal racial or ethnic origin, religious beliefs, mental or physical health condition or diagnosis, sex life or sexual orientation, or citizenship or citizenship status, or genetic or biometric data as well as personal data from a known child.
• Consumer portability rights include personal data both collected from and about the consumer. Not only will consumers have the right to receive any personal data collected by a publisher or advertiser in a portable format, but they can also request any other information that was collected about them.
• “Sales” include personal data exchanged for non-monetary purposes. Like CCPA, CPA defines sale broadly, but also like VCDPA, it excludes some exchanges of data from the definition, including disclosure to “affiliates.”

Thinking Ahead

This isn’t just a matter of updating compliance systems and processes around consent management, it’s also time to think ahead to how you will target and measure advertising campaigns effectively. If you don’t already have a first-party data strategy in place and aren’t testing out ID solutions, what exactly are you waiting for?

The post What Is the Colorado Privacy Act (CPA aka ColoPA)? appeared first on AdMonsters.

“If cookies were the currency before, the gold is that relationship with that consumer and building that relationship,” says Jason White, SVP and Head of Publishers, LiveRamp.

And that’s exactly why LiveRamp built their Authenticated Traffic Solution (ATS), to enable publishers to continue to perform data-driven targeting in a cookieless world.

I had a deep-dive discussion about publisher first-party authentication strategies with White and Chris Pirrone, VP & General Manager, USA TODAY Sports Media Group, where they discussed the importance of publishers growing their addressable inventory and how they can better communicate the value exchange to their audiences to build trusted relationships that can be leveraged for authentication — and ultimately grow revenue. (To hear the full conversation, click here.)

Growing Addressable Inventory

Lynne d Johnson: Should publishers be looking at growing their addressable inventory as part of their direct sales and first-party data strategies?

Chris Pirrone: Yes, developing strategies where publishers are engaged with consumers on a more intimate level, where pubs are providing audiences with some kind of service, content, or product that drives users to engage, and in exchange, the user is willing to provide personal information—email address, interests, and things like that—I think it has always been a smart strategy for publishers. 

It’s become more intense recently because the third-party cookie is going to dissipate and therefore publishers and marketers can’t rely on third-party cookies or third-party data any longer. Publishers that have a history of requiring users to sign in because they’ve offered some benefit in exchange for signing in are ahead of the game. For publishers who haven’t had to implement this, it’s going to be even more important for them to begin creating those products because data-driven and programmatic advertising dollars are at risk.

Without third-party cookies driving targeted advertising—publishers that don’t have a strategy to drive user authentication and first-party data, should expect lower CPMs and less revenue. This is why we’ve tried to partner with platforms like LiveRamp to create ideas that drive: 

1. More authentication, more sign-in, and then, 
2. How do we turn those authenticated users into ad dollars that are going to help us pay for content creation and to provide valuable experiences and information to users?

Jason White: We’re empowering folks like Chris, who are spearheading this new wave of authentication. Third-party cookies were a flawed identifier and caused the industry to lose the trust of the consumer.

At the end of the day, this needed to happen. There wasn’t trust. There wasn’t transparency. And GDPR, CCPA, all of these privacy regulations were inflection points that needed to happen for us to build a more trusted ecosystem. Folks like Chris are visionaries in the sense that they understand this and are building strategies around it to grow. We have an opportunity to restore that trust through strong first-party relationships, and as an industry, we should lean into transparency and control for the consumer. 

LdJ: Ok, but what about growing addressable inventory with relation to the open exchange or PMP programmatic strategy — should publishers also do this?

CP: I think the impact is equally important for programmatic. Most publishers are monetizing a significant portion of their inventory through programmatic advertising and open market bidding. If you’re a large-scale publisher, you have too much volume to be able to sell it all directly. If you’re a small-scale publisher, you can’t afford a direct sales team.  

The most successful publishers out there have been able to capitalize on contextual targeting, plus the open programmatic marketplace because those pubs understand how programmatic works, and they have built their ad stacks to drive competition from the demand side. And then the DSPs have come in for marketers, leveraging the marketer’s own data, cookies—and have created bidding strategies that drive ROI for marketers. 

If a publisher can create quality content, engage quality audiences, and build a competent advertising yield set-up, they have had a pretty good solution the last few years. If you’re a trusted quality publisher that creates interesting content that attracts quality audiences that want to stay on your site, then you’ve been in a pretty good spot with direct sales, and quality advertisers leveraging open programmatic, to fill your inventory.

What we’ve seen with some of the browsers that already deprecated cookies is that CPMs fall significantly. If marketers don’t know anything about these users based on third-party tracking and cookies, they’re less willing to bid higher or spend to reach those users. If they’re not able to retarget or frequency cap, all these tactics that DSPs have built successful ROI models around, it has a big impact on programmatic CPMs and it’s going to have a big impact on publisher businesses going forward.

JW: Google put out a great study in August  2019, before the IAB came out with Project Rearc. Google ran tests showing that the median CPM was going to decrease by 64%, and we’ve seen that in working with some of our publishers.

What we got in front of, in beginning to bring ATS to bear more than four years ago, was getting more marketers bidding on Identity Link (IDL). We already work with the top 400 marketers on activation and measurement, leveraging our identity solution. This is the next step—being able to reach customers and measure on IDL. 

The most important thing to help folks like Chris with now is analytics. We have models to help them understand in an A/B testing environment: What does it mean from a CPM perspective? How many more dollars am I capturing from those campaigns buying on IDL? What’s the bounce rate? How much more revenue did I make to offset that bounce rate? And am I positive, and in the green? If I’m in the green, let’s get a little more aggressive—maybe we ask for email earlier in the session. 

One of the things we’ve seen from our studies on cookie syncs is the match rate on the publisher side is in the 30-35% range. The marketers talk to the DMP, which connects to the DSP, then the SSP. And each of those systems has its own definition of identity (as a cookie) so each sync creates a ton of data loss. 

The reality is, we think about an amount of 30% authentications for publishers will yield the same if not better results in terms of addressable reach for marketers 1p/2p/3p audiences. When users authenticate, it’s more efficient than a cookie and with LiveRamp, those cookie syncs become irrelevant.

Are Buyers on Board?

LdJ: One of the big questions I’m hearing from publishers is they want to know if the buyers will be there?

CP: It’s a chicken-and-egg issue. Publishers will implement solutions where they can attract dollars. Over the last few years, publishers have seen shifts in ad spend from open programmatic to programmatic direct deals to now programmatic guaranteed. As soon as the marketers invested in those new channels, publishers siloed quality inventory and started to segment out their inventory to support the demand-side strategies. And they’ll do the same thing here with authentication and first-party data.

Publishers suddenly have an advantage with authentication and first-party data because we are offering something to marketers that they can't easily get elsewhere.

JW: Oh they’re there. It’s all about scale. We’ve had a good chunk of our 400 marketers active in 2020. Moreso in the past quarter because we’re integrated with The Trade Desk. And it’s a virtuous cycle that Chris is talking about, more dollars in, more publishers in, more publishers get authentication, it enables marketers to put more of their budgets towards campaigns based on authentications.

We’ve got case studies where marketers like Fitbit have seen 2X ROAS. That’s incredible because they’re reaching individual users. So we’re seeing more repeat marketers put dollars in quarter over quarter. We’ve got over 340 global publishers signed or live—65% of the Comscore 50, 70% of the Comscore 20; the big publishers are leaning in. The rest of the publishers are working to catch up. 

CP:  Publishers suddenly have an advantage with authentication and first-party data because we are offering something to marketers that they can’t easily get elsewhere. An issue arises for publishers with lower return visitors or when significant traffic comes from search or social shares, where a user is referred and seeking a single piece of content, and then they exit after consuming that piece. Authenticating these users is difficult and requires a dedicated strategy to get somebody to sign in when they may only want that one piece of information.

But there are different methods we can implement to help, and LiveRamp has written a Playbook that we contributed to. How can we, as Publishers, start to convert some of these visitors into dedicated users who will provide their first-party data or even zero-party data? Zero-party data is the next step to deeper engagement, where users voluntarily tell you their interests and what they like, so pubs can build up our data segments to be more knowledgeable about our most valuable customers. 

JW: This is where having a CRM expert comes into play—they’ve been doing this on the marketer’s side for years. They understand cohorts, who are the most valuable consumers we have and we need to tailor our messages (and our spending) accordingly based on who we are trying to acquire. You’re now seeing agencies hire heads of identity and even Gannett has a head of identity. 

These experts will start building these databases and look at people coming in to consume one piece of content or two pieces and say, “How valuable is that content? Let’s score that content. Is it extremely valuable? What’s the bounce rate?” If it’s small, they could put up a paywall for that type of user before they access the content because they know the content is extremely valuable for that individual user. This is taking the publisher paradigm to the next level—where they are going to have to think more like a marketer. 

Small or Large Pub, It Really Doesn’t Matter

LdJ: Large-scale sites like Chris’ have a lot of authenticated traffic and might be thinking they can go at this alone, are they thinking right about this? Also, what about smaller pubs that might be afraid they won’t have enough scale?

JW: This isn’t just a big publisher solution. Small publishers can play here as well.

It’s important to note that for the bigger publishers that think that they can go at it on their own, they need to think like marketers. Marketers face the same kind of constraints of working through roadmaps and only having a certain amount of resources to get those roadmaps completed. They’re thinner margin businesses. And on their side of the equation, they only have a certain amount of buyers. They’re only going to be able to work with this walled garden or that walled garden, and then everybody else. If a publisher is big enough, they could do a big thing with a music player or social media property, but the reality is they’re going to be stretched thin and nobody else is going to be able to use their data. 

What marketers want is the same thing they get from the walled gardens. It’s simple to buy an ad on a walled garden—your mother can buy an ad on Facebook. So let’s not make the open web complicated, let’s make it just as easy. Someone can go into a DSP and get access to the entire open web. Marketers want to connect with their consumers across publisher sites— whether through open exchange or private marketplace deals. Marketers don’t want to do 1,000+ direct deals, they want to be able to buy their audiences at scale. This is why publishers need to integrate with a neutral identity infrastructure but retain control over which marketers and platforms can access their data. 

CP: We have audience scale, but there’s still a hurdle to getting someone to take out their credit card for a subscription or to authenticate. When larger publishers drive significant traffic from search or social shares, those users generally visit focused on a specific piece of content and are unauthenticated. And so the question for pubs is how do you select a point in the user journey on your site to convert a visitor to a declared sign-in visitor? Publishers must get creative and think of ways to get visitors to lean in. 

And if you’re a small verticalized publisher, you’re going to need to implement some of the same things we are as a larger publisher—the same engagement tactics and authentication methods and strategies. Which parts of your site/content/products are most valuable for users? 

Tips For Increasing User Authentications

LdJ: For publishers looking to increase authentications, what are some strategies that you recommend they test? 

CP: It depends on where you believe your strengths are. Why are consumers coming to your site? How do they find you? The people that are sticking around and consuming additional content, why are they doing so? If you can start to analyze and dissect that, I think it’s going to lead you to strategies and tactics that you can implement that are going to help you drive authentication. 

Our well over 200+ local properties are important for helping local audiences find news and information. The local properties provide unique information, reporting, and coverage that is very distinct and valuable. To provide additional value to consumers, we may also create events that drive local engagement. Because we’re a trusted local voice, audiences are more likely to perceive a value-exchange that leads to authentication or a subscription. 

But even if you are not focused on local information, there are other ways you can start to build engagement—giveaways, events, even partnering with marketers to provide sweepstakes, or creating fun games that people can play online. Can we create valuable products and reasonable engagement points in a user visit where people are willing to sign-in to access this information? These are just slight tweaks where you already have a relationship with the audience, but now how do you drive deeper engagement and get those passionate audiences to authenticate.

Newsletters are certainly really important. Those are your most dedicated fans who have declared that they want to hear from you on a regular basis. Another method is article commenting. There was a time when publishers said it’s too hard to control comments so let’s push it to the social platforms. The truth is, commenters are generally the highest engaged users who want to have a conversation or provide a point of view. Why not let them do that on your site by first requiring authentication, plus drive additional user engagement and thoughtful conversation by having editorial people participate and engage in the discussion? That is going to drive more people to sign up so they can participate in message boards or comments. 

How about calendaring applications? We are all busy, and if you analyze events and the sports cycle, there are almost too many daily games to track. It’s hard to follow who is playing and when. Offering a calendar service for a user to download their favorite team’s schedule will remind them of important events or moments, and you can also update the calendar event with valuable data, information and include links back to your site that has content about the event, analysis, and previews.

Additionally, one thing I think we can generally do better as an industry is to improve the user experience around requesting user sign-in and building trust with consumers.

Are your users interested in alerts, updates, or real-time scoring? Those are some of the things just about every publisher can do to create value and incentivize a user to sign-in for a valuable service. I approach this from a sport’s fan’s perspective, but there are a lot of different and nuanced tricks of the trade to provide user value and help drive audiences to give you their information.

Additionally, one thing I think we can generally do better as an industry is to improve the user experience around requesting user sign-in and building trust with consumers. If the user experience is similar across trusted digital publishers—with authentication requests looking the same, having the same verbiage and color scheme, and requesting the same type of information in the same manner across trusted publishers—that builds consumer confidence. But if I have to go and sign in at each and every website I visit, and each requires different data points from me, and the UX is a different experience, it starts to build confusion and mistrust. If we collaborate industry-wide and start using the same methods for asking for audience permission, I think that’s going to allow consumers to feel more trusting and willing to provide their information.

LdJ: What should publishers be watching for as they’re thinking about increasing authentications without negatively impacting consumer experience?

JW: It’s the value exchange. Are you providing something of value? Earlier we talked about scoring content and assigning value for it. We’ve got data showing that addressable Safari inventory can yield up to 300-350% higher CPMs than cookieless inventory. Once a publisher sees value, the next question is, “How can I make this the most relevant experience for that consumer and provide them with the incentive to give me that information? If I don’t then they’re going to bounce.”

So make sure you’re dialed into that when you deploy these authentication strategies. Provide them with as many options to make it easy, ask them to sign in with their email address or social sign-in. But let’s make it consistent as Chris talked about earlier.

CP: If you can create a frictionless and seamless sign-in experience. Step 1—remember me when I return to your site. Or, for example, if a user clicks on a hyperlink to a publisher site and has already downloaded the publisher’s mobile app, the user should be linked directly into the app so they are seamlessly redirected to the mobile experience. That user is likely to stay longer and consume more content. If it’s a difficult experience and every time I visit I hit a blocker requiring me to reauthenticate and re-sign-in, I won’t stay and am unlikely to return. 

Publishers must work extremely hard with our internal product teams and the UX teams to make sure that we’re providing a great experience. As Jason said, figure out where in the user experience there is an engagement point that we can ask for authentication. An important key is remembering a returning user when they visit across multiple devices and don’t block them the next time they visit, because they’ve already signed up. We are going to quickly see who’s successful at identifying their repeat users and who isn’t. 

I believe publishers need to work together to share best practices for optimal user experiences, so we build back trust with consumers. Only then will audiences be more willing to provide their personal data because they know it’s being used to help pay for quality experiences and content.

The post How USA TODAY Sports Is Developing First-Party Authentication Strategies for Building Consumer Trust appeared first on AdMonsters.

The global celebration started in 2008 in the US and Canada as an extension of Data Protection Day on January 28 in Europe commemorating the signing of Convention 108, which is the first and only binding international legal instrument protecting data privacy.

With millions of people across the world still in the dark about how companies collect, use and share their personal information, the Day is an opportunity for businesses to spread awareness while building trust with their consumers and audiences. Sounds like something that should be happening all year long, doesn’t it?

Privacy was a major theme last year as regulations like CCPA and CPRA were passed to give people more control over their data and Google and Apple started making major moves to provide people with even more privacy protections by taking away third-party tracking cookies and severely crippling IDFA’s ability to function as a tracking tool.

With that said, I caught up with Lotame’s General Counsel & Chief Privacy Officer Amy Yeung to talk about what Data Privacy Day means to her and how publishers and advertisers can work together to guarantee scale in a cookieless advertising environment while also ensuring consumers’ privacy.

Lynne d Johnson: What does Data Privacy Day mean to you?

Amy Yeung: Convention 108 turns 40 this year, and with every entry to a new decade, it offers a good time to reflect and rethink. The increased advocacy and education of data privacy worldwide deserves celebration, but, our policies are creating unintended outcomes.

The emphasis on consumer consent, while good intentioned and important, neglects to account for the operational aspects of data definitions, collection and combination. This is where we’ve lost the plot as a privacy community. Disclosures don’t change industry behavior nor do they make it easier for consumers. We need more voices in our debate, outside the legal community, and within and across businesses to make real change and do right by consumer privacy.

LdJ: We’re hearing a lot of publishers talk about adopting identity solutions as a third-party cookie replacement, but they’re afraid that buyers won’t follow suit. One of the major concerns about identity solutions is scale, especially for marketers. I know that Lotame recently released a privacy-first cookieless solution called Panorama ID. What does this solution bring to the table to alleviate these concerns for marketers?

AY: The digital advertising industry is solving for the loss of third-party cookies in a few ways: walled gardens, authenticated IDs, and non-authenticated IDs. Walled gardens and authenticated solutions are similar in that they require the consumer to register and log-in to a site, often with an email address.

Leaving walled gardens aside, the authenticated open web is estimated to account for 10-20% of all consumers by 2022. Publishers are making every effort to encourage visitors to register in order to view content, but the vast majority may be reluctant to do so. That leaves 80-90% of the open web which is not addressable with a first-party cookie.

This is the space where Lotame Panorama ID plays. Marketers will never reach the scale and accuracy they need based on 20% of consumers. With Lotame’s global footprint and push to be interoperable across platforms, channels, and other IDs, Panorama ID will provide the greatest coverage and scale.

LdJ: Since we’re talking about Data Privacy Day, let’s focus on consumers for a minute. Another concern is that all of these data privacy solutions will cause fragmentation, hampering the user experience as one travels across the web from site-to-site. What will it take for the industry to solve this?

AY: Great question. Lotame is 100% media-agnostic, which means our clients can work with any of their preferred tech or media platforms. We have integrations with all major activation platforms, including ad servers, BI tools, DSPs, SSPs, etc. Similarly, Panorama ID is built to be interoperable across platforms, channels, and other IDs.

A rising tide lifts all boats, as they say. We believe the ad industry needs to work together to create value and growth for everyone — marketers, agencies, publishers, and platforms. As you’ve seen with our recent announcement, we are aggressively pursuing Panorama ID adoption across the ecosystem, and there will be more news coming shortly.

Industry initiatives such as the Partnership for Responsible and Addressable Media, ESOMAR, and IAB Tech Lab and Project Rearc which we’ve been a member of since inception, are committed to cross-industry conversation and collaboration.

The post Lotame’s Chief Privacy Officer Amy Yeung on the Meaning of Data Privacy Day appeared first on AdMonsters.