Tag: data privacy

Weekend Digital Media Round-Up: Meta tags for SEO: What you need to know, From Hype To Implementation: How Marketers Are Really Using AI, From billboard to your pocket: How mobile targeting is reinventing OOH advertising& More….

1.Meta tags for SEO: What you need to know

Meta tags are essential for SEO, acting as control levers to boost visibility, drive clicks, and shape how AI perceives content. Key elements like title tags, meta descriptions, and robots meta tags remain crucial for rankings and user engagement in 2025. Properly optimized meta tags can significantly impact click-through rates and overall search performance. [Source: Search Engine Land]

2. From Hype To Implementation: How Marketers Are Really Using AI

Marketers are leading the way in AI adoption, fully integrating it into workflows to boost efficiency and gain insights. Despite widespread use, challenges remain in seamlessly embedding AI into existing tech stacks. The future of marketing agencies lies in AI-centric ecosystems that enhance creativity, strategy, and innovation. [Source: Forbes]

3. From billboard to your pocket: How mobile targeting is reinventing OOH advertising

Mobile targeting is revolutionizing Out-of-Home (OOH) advertising by integrating physical and digital marketing. Techniques like geofencing and retargeting allow brands to engage consumers on their mobile devices after seeing an outdoor ad, enhancing engagement and conversion rates. However, challenges such as data privacy and high costs persist. [Source: Exchange4Media]

4. What the AI transformation of consumer industries can teach others

AI is transforming consumer industries by enhancing efficiency, innovation, and customer engagement. Companies are leveraging AI to reimagine their value chains, leading to significant business and societal impacts. Key areas of transformation include strategy, innovation, customer engagement, and operations. [Source: World Economic Forum]

5. How Should Gen AI Fit into Your Marketing Strategy?

To effectively integrate generative AI in marketing, companies should balance automation, customization, and human oversight. Key decisions include choosing between generative and analytical AI, determining the need for custom inputs, and deciding the level of human review required for outputs. [Source: HBR]

6. Why Voice May Be the Ultimate CX Interface for AI Adoption

Voice-first experiences are becoming the fastest path to meaningful AI engagement, as people increasingly prefer talking to their devices over typing. This shift is particularly evident among younger generations and is expected to accelerate AI adoption by making interactions more natural and frictionless. Businesses should integrate voice capabilities into their products to meet this growing demand. [Source: CMS Wire]

7. OOH campaigns that turned heads this IPL

Brands have launched creative outdoor campaigns during the IPL 2025 season, such as PUMA’s fan-featured billboards for RCB and Too Yumm’s edible placards. These campaigns aim to engage fans and create memorable experiences beyond the stadium. [Source: Echange4media]

8. Fueling CX Growth: How data and AI are becoming the driving force for personalization

Businesses are leveraging first-party data, AI, and predictive analytics to enhance customer experience (CX) and drive growth. A recent panel at Ad:tech India 2025 highlighted how brands can use these tools to personalize interactions, boost engagement, and build lasting consumer relationships. [Source: Adgully]

9. The Role of Data Privacy in Permate Affiliate Marketing Efforts

Protecting personal information is crucial in affiliate marketing, as it builds trust and ensures compliance with regulations. Strong data protection practices not only safeguard consumer privacy but also enhance business credibility and long-term success. [Source: MSN]

10. How To Use AI And Machine Learning To Transform Your Marketing Strategies

AI and machine learning are revolutionizing digital marketing by enabling hyper-personalization, predictive analytics, and automated ad targeting. These technologies help brands enhance customer experiences, anticipate trends, and optimize campaigns efficiently. Embracing AI-driven tools is essential for staying competitive in the evolving marketing landscape. [Source: Forbes]

April 26, 2025
Future of Third-Party Cookies: Preparing Your Digital Strategy for 2025
The digital world is about to witness a significant development: third-party cookies will soon belong only to history books. Now, imagine these cookies as small trackers trailing you wherever you go online. Well, popular browsers like Safari and Firefox have already blocked them. In another twist of events, Google Chrome—a browser used by almost 65% of internet users worldwide—will very soon join the bandwagon and drop the bombshell in the heart of digital marketing. By 2025, marketers will need to shift their strategies to be in the lead within a world where the call for privacy and new legislation is at the forefront. Adaptation toward these changes will be paramount if one wants to stay at the forefront and keep relevant communication going with audiences in this new, privacy-driven world.

The Current State of Third-Party Cookies

Historically, third-party cookies have been crucial in tracking consumer behavior across the web, ensuring that advertisers can then make targeted campaigns. These have of course drawn increasing interest from those concerned with privacy, and the general public has responded with a backlash against such practices. In fact, according to a survey conducted by Epsilon, 69% of advertisers feel that the deprecation of third-party cookies will have much more impact compared to regulations such as GDPR and CCPA. Moreover, 70% believe that overall digital advertising will regress on account of such changes.

Note that, beginning in early 2024, Google began to sunset third-party cookies for small percentages of users. In all, the sunsetting of such cookies is expected before the end of 2024 and will affect some 3.2 billion Chrome users around the world. This pivot not only changes how advertisers track and engage consumers but also begs the question of what becomes of the very notion of personalized advertising.

Why are third-party cookies disappearing?

The move away from third-party cookies is driven most by:
- Privacy Concerns: Pew Research reports that 81% of adults in the U.S. believe that companies are doing a poor job with data usage, while 67% in the same country do not understand what happens to their data.
- Regulatory Changes: Regulations such as GDPR make explicit consent for collecting user data necessary, and this is one of the main reasons hindering the effective use of third-party cookies by marketers.
- Consumer Behavior: Much like when Apple rolled out App Tracking Transparency in 2021, which also generated high opt-out rates, Google’s Chrome will probably see many users declining tracking where possible.
- Put together, these factors portend the imperative need for brands to have a rethink on their digital marketing strategies.
Impact on Digital Marketing Strategies

As third-party cookies start to go, marketers need to take their strategies in the right direction. The focus will be on first-party data, which includes information collected directly from the consumer and where consent has been given to use it. Following are several key areas where the change is necessary.
- Greater Focus on First-Party Data: Brands must intimate with the consumer to gain first-party data for themselves. This requires the optimization of a website for an improved user experience and offering incentives for signing up to receive newsletters or loyalty rewards.
- Adoption of Newer Technologies: Google’s Privacy Sandbox works on providing alternative tracking solutions that do not hamper user privacy. Some of the technologies that marketers can consider include data clean rooms and private marketplaces, which provide ways to share data securely without compromising on consumer privacy.
- Shift to Measurement and Attribution: To be blunt, traditional metrics like return on ad spend will be less reliable without third-party cookies. Marketers will be using methodologies such as Media Mix Modeling for assessing campaign effectiveness sans granular tracking data.
- Creative Targeting Solutions: Unable to carry out proper behavioral targeting, there’s contextual advertising-targeting brands on content being consumed instead of user behavior-is one sure way to go. It can still deliver relevant ads without relying on extensive tracking.
Preparing for 2025: Notable Strategies

To navigate this evolving landscape effectively, consider the following strategies:
- Invest in First-Party Data Collection: Ensure your website is fitted with forms and interactive content including digital forms, surveys, contests, assessments, and other varied tools that request certain user information.
- Alternative Tracking Solutions: Stay tuned for any news regarding Privacy Sandbox and other developing solutions that may replace third-party cookies.
- Update Marketing Metrics: Move away from cookie-based metrics and head toward bigger and broader performance indicators of overall campaign success.
- Educate your audience: Transparency, with privacy top-of-mind for today’s consumer, can engender trust and drive users to be more willing to provide their information.
- Collaborate with Industry Peers: Engage in discussions with other marketers and industry leaders about how to handle cookie alternatives and strategies for engaging consumers.
- Regulatory change monitoring: Keep abreast of changing laws on privacy that could affect your marketing strategies, and follow all regulations.
- Leverage AI and Machine Learning: AI helps in better analyzing first-party data for insights into customer behavioral patterns without infringing on their privacy rights.
- Consumer Experience CX: Focus on providing a seamless consumer experience at every touchpoint. A good CX not only encourages users to fill in information but also fosters brand loyalty.
Conclusion

The digital marketing space is going to be very different with the Third-party cookies fading into obsolescence in 2025. Against this change, marketers would have to focus on first-party data collection, investigate innovative technologies, and revise their measurement models. This transition imposes some challenges on this change; however, it still remains an opportunity for brands to establish a relationship with people based on increased trust and transparency. These changes would eventually favorably place them in the new digital landscape wherein consumer privacy reigns supreme.

In this future without cookies, only those brands that are forward-looking in reimagining their strategies will survive but thrive amidst an environment where consumer trust and ethical data practices become a key differentiator. Understanding this dynamic and putting robust strategies in place today protects business competitiveness for an ever-changing digital marketplace.
November 27, 2024
Adapting to Apple’s Privacy Updates: Maximizing Ad ROI in a Restricted Data World

The digital advertising landscape has undergone a dramatic transformation, driven by Apple’s privacy updates. What started with iOS 14 has evolved into a comprehensive privacy shield that’s changing how marketers connect with their audiences. These changes aren’t just technical updates—they’re reshaping the entire digital marketing playbook, forcing advertisers to rethink strategies that have been standard practice for years.

The Privacy Revolution

Apple’s introduction of App Tracking Transparency (ATT) marked the beginning of this shift. Apps now must obtain explicit permission before tracking user activities across other applications and websites. The once-reliable Identifier for Advertisers (IDFA) has become increasingly scarce as users embrace their right to opt out of tracking, leaving marketers with significantly less data to work with.

Subsequent iOS updates have further strengthened privacy protections. Mail Privacy Protection prevents senders from knowing when emails are opened, while Link Tracking Protection removes tracking parameters from URLs. These changes have effectively dismantled many traditional marketing measurement tools, requiring a fundamental shift in how advertisers approach campaign tracking and optimization.

Impact on Marketing Strategies

The effects of these privacy updates have been immediate and significant. Marketers now face reduced access to user behaviour data, making it harder to create targeted campaigns that previously relied on detailed user profiles and cross-app tracking. Attribution has become more challenging, as tracking user journeys across platforms is no longer straightforward. This has led to increased acquisition costs and limitations on personalization capabilities.

The challenges extend beyond just targeting and measurement. Many advertisers have seen their cost per acquisition rise as they struggle to reach their intended audiences with the same precision. Personalization, once a cornerstone of digital marketing, has become more difficult without detailed behavioral data. This has forced marketers to find new ways to create relevant content and experiences for their audiences.

Adapting to the New Reality

First-party data has become invaluable in this privacy-centric landscape. Smart businesses are building direct relationships with customers through loyalty programs and enhanced user experiences. They’re creating compelling reasons for users to share their information voluntarily, rather than relying on passive tracking. This shift towards direct relationships often results in higher-quality data and stronger customer connections.

Contextual advertising is experiencing a renaissance. Instead of tracking users across the internet, marketers are focusing on placing ads in relevant content environments. This approach respects user privacy while maintaining advertising effectiveness. By understanding the context in which their ads appear, brands can still reach interested audiences without needing individual user data.

Attribution models are evolving to meet these new challenges. Multi-touch attribution helps understand the value of different marketing touchpoints, while marketing mix modelling provides broader insights into campaign performance without requiring individual user tracking. These methods help marketers understand the impact of their efforts while respecting privacy boundaries.

Innovative Approaches to Customer Engagement

Successful marketers are finding creative ways to enhance customer engagement within privacy constraints. This includes:

– Developing stronger email marketing programs that focus on engagement rather than just open rates

– Creating valuable content that encourages voluntary user interaction

– Building community-driven marketing initiatives that foster organic engagement

– Implementing sophisticated testing strategies to optimize campaigns without relying on personal data

The Technology Response

New privacy-preserving technologies are emerging to bridge the gap between privacy and performance. Apple’s Private Click Measurement allows advertisers to measure ad effectiveness without compromising user privacy. SKAdNetwork provides aggregated conversion data, offering valuable insights while maintaining user anonymity.

These technological solutions, while not as detailed as previous tracking methods, provide a framework for measuring success in a privacy-conscious way. Marketers are learning to work with aggregated data and probabilistic attribution models, finding new ways to demonstrate ROI and optimize campaigns.

Building Trust in the Privacy Era

The shift toward privacy-first advertising has an unexpected benefit: it’s helping rebuild trust between brands and consumers. By respecting user privacy and being transparent about data collection, companies can strengthen their relationships with customers. This trust becomes a valuable asset, making customers more likely to share information directly and engage with the brand.

The Road Ahead

The future of digital advertising lies in finding the balance between effective marketing and privacy protection. Success requires adapting to these changes proactively rather than viewing them as obstacles. Marketers who embrace this shift and focus on building authentic connections with their audience will thrive in this new environment.

By emphasizing quality content, contextual relevance, and transparent data practices, brands can maintain strong relationships with their customers. While the tools and methods may have changed, the fundamental goal remains the same: connecting the right message with the right audience at the right time.

The privacy-first digital world demands a new approach to marketing, but it also offers opportunities for innovation and improved customer trust. Those who adapt quickly and thoughtfully will find success in this new landscape, while those who cling to old methods risk falling behind.

As we move forward, the most successful marketers will be those who can balance privacy requirements with effective advertising strategies. This means continuing to innovate, test new approaches, and most importantly, maintain a strong focus on creating value for customers while respecting their privacy preferences.

November 27, 2024
Blockchain’s Potential in Revolutionizing Digital Marketing
Blockchain has shaken up industries like finance and logistics by adding a new layer of transparency and security. Now, it’s turning its attention to digital advertising and marketing, offering a chance to rethink how brands track their campaigns and engage with consumers

So, what exactly is blockchain? At its core, blockchain is a decentralized, distributed ledger that records transactions across many computers in such a way that the registered transactions cannot be altered retroactively. This technology ensures transparency and security, making it an ideal fit for industries where trust and data integrity are paramount.

For digital marketers, blockchain offers a way to create verifiable and tamper-proof records of customer interactions, ad impressions, and transactions. It’s like knowing exactly where your ad spend is going, without worrying about intermediaries taking hidden cuts or bots inflating your numbers.

Challenges in Traditional Digital Marketing

Digital marketing in its current form isn’t without its problems. In India, where digital ad spending is projected to reach ₹62,045 crores by 2025, up from ₹40,685 crores in 2023, these challenges are magnified.
- Ad Fraud: Click fraud and bot traffic are rampant. Marketers often find themselves paying for impressions and clicks that never come from real users.
- Data Privacy: With increasing regulations like the GDPR and India’s Data Protection Bill, consumers are more concerned about how their data is being used. Third-party data tracking is becoming harder to justify.
- Transparency Issues: Advertisers often struggle with a lack of transparency in how their budgets are spent and whether their ads are actually reaching the intended audience.
Blockchain’s Impact on Digital Marketing

This is where blockchain comes in, offering solutions to some of the most pressing issues in the industry.
- Enhanced Security and Transparency: Blockchain’s decentralized nature ensures that every transaction or interaction is recorded on a public ledger. For Indian marketers, this means you can track where your ad spends are going and verify that real people are viewing your ads, not bots.
- Data Privacy and Ownership: Blockchain gives control back to the consumers. Instead of relying on third-party data, marketers can obtain consented, first-party data directly from users. This is particularly relevant in India, where data privacy concerns are on the rise. Blockchain ensures that users own their data and decide who gets access to it.
- Lead Quality: One of the standout benefits of blockchain in digital marketing is the potential for improved lead quality. When consumers willingly provide their data, it indicates a genuine interest in the brand, which translates into higher-quality leads. Unlike traditional methods, where data is collected from various sources and often lacks consistency, blockchain ensures that marketers go directly to the source – the consumer.
Take, for example, the Brave browser, which has introduced a new model for ad targeting. Brave blocks conventional ads but offers its users the option to view ads in exchange for rewards through its Basic Attention Tokens (BAT). This setup allows users to control the amount of personal data they share, while advertisers select audiences based on demographic data without ever accessing the users’ identities.
- Smart Contracts: These are self-executing contracts with the terms of the agreement directly written into code. In digital marketing, smart contracts can automate and secure processes like ad buying and payments. Imagine running a campaign where payments to publishers are automatically triggered based on verified performance metrics – no middlemen, no delays.
- Tokenization and Loyalty Programs: Blockchain enables the creation of digital tokens that can be used for rewards or loyalty programs. Close home in India where loyalty programs are popular across various sectors, this could lead to more innovative and engaging ways to reward customers. Brands can create blockchain-based tokens that customers can earn and redeem, adding a layer of transparency and trust to these programs.
Challenges and Considerations

While the future of blockchain in digital marketing is promising, it’s essential to recognize the challenges that come with it. Despite its potential, blockchain technology is still relatively new and complex, creating adoption barriers for many marketers who may find it difficult to understand and implement. Additionally, scalability issues are a concern; while blockchain ensures security, it can be slower compared to traditional databases, which may hinder large-scale digital marketing operations, especially during high-traffic periods. Cost implications further complicate adoption, as implementing blockchain solutions can be expensive. For many brands, especially small and medium-sized businesses, these costs may not be feasible without a clear return on investment. Therefore, while blockchain offers significant advantages, marketers need to carefully weigh these considerations as they explore this innovative technology

Conclusion

As decentralized ad networks rise, we can expect a significant reduction in the need for intermediaries, leading to more transparent and efficient marketing ecosystems. Over the next decade, blockchain is likely to become a key player in AI-driven marketing strategies, enabling more precise targeting, better data security, and streamlined operations.

Beyond transparency and security, blockchain could reshape how marketers interact with consumers, offering new ways to build trust and deliver personalized experiences. While there are still challenges, such as scalability and adoption barriers, the integration of blockchain with emerging technologies positions it as a powerful tool for the future of digital marketing.
November 5, 2024
The Balancing Act: Data Privacy and the Future of Digital Advertising

The digital advertising landscape thrives on data. User information fuels targeted ads, allowing businesses to reach the right people with the right message at the right time. But this targeted approach raises a critical question: how can we balance the effectiveness of data-driven advertising with the growing concerns around data privacy?

Consumers Take Control

The tides are turning. Consumers are becoming increasingly aware of how their data is collected and used. Privacy regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) are putting user control at the forefront, empowering individuals to decide how their information is shared. This shift presents a challenge for advertisers who must navigate this new landscape while still delivering impactful campaigns.

Transparency is Key

Building trust is paramount. Be transparent about the data you collect, how you use it, and with whom you share it.Provide clear and easy-to-understand privacy policies that outline user rights and options. Empowering users with control over their data fosters trust and strengthens the advertising experience.

Privacy-Preserving Techniques

Innovation is key to navigating this evolving landscape. Techniques like anonymized data, contextual targeting, and privacy-focused programmatic advertising offer solutions that respect user privacy while still delivering targeted campaigns.

The Future of Ad Tech

The future of ad tech lies in striking a balance. We can expect advancements in technologies like contextual targeting and artificial intelligence that will allow for effective advertising without compromising user privacy. Additionally, a focus on first-party data, information collected directly from users with their consent, will become increasingly important.

Collaboration is the Way Forward

Collaboration between advertisers, publishers, and technology providers is crucial. By working together, we can develop solutions that address privacy concerns while ensuring a sustainable digital advertising ecosystem.

The Bottom Line

Data privacy is no longer a secondary concern; it’s a core consideration in the world of digital advertising. By prioritizing transparency, embracing privacy-preserving techniques, and fostering collaboration, we can ensure a future where effective advertising thrives alongside user privacy. The future is bright for those who can navigate this balancing act!

July 17, 2024

A Deep Dive into GTM: Understanding Server-Side Tagging

Amid the rising privacy concerns and the imminent death of third-party cookies, Google introduced SGTM (Server-Side Google Tag Manager) as a data tracking alternative in 2020. It moves the control of data tracking from third parties to the first parties, enabling website administrators and marketers to choose the data they want to share with third parties.

All of this can sound complicated unless you don’t fully understand how server-side tracking works. But before that, let’s take a quick look at the workings of traditional client-side tagging.

What is Client-Side GTM Tagging?

With client-side GTM tagging, you install a JavaScript snippet into the source code of your website. So, every time your website loads in a visitor’s browser, the GTM code loads too, and fires tags according to the configuration. As the entire process takes place in the visitor’s or client’s browser or device, this is known as client-side tagging.

For instance, if you deploy a custom JavaScript library and someone visits the website, the tags will collect the required data and forward it to third-party tools and platforms. However, as the library will have direct access to the visitor’s browser, it could also collect additional data, including personally identifiable information of the visitor.

How is Server-Side GTM Tagging Different?

The data collection process is more or less the same with server-side tagging but with one significant difference- a server (or servers) for hosting the GTM container. The server functions as a protective buffer between client-side tracking and the third parties.

So, rather than relying on the visitor’s browser or device, server-side tagging depends on the server to execute the tracking code. If we take the same custom JavaScript example from above, the tag will only interact with the cloud server and not directly with the client’s browser. As a result, you can choose the data you want to collect and share with 3^rd party platforms.

Client-Side Tagging vs. Server-Side Tagging

Here are some of the most significant differences between the two-

Feature	Client-Side Tagging	Server-Side Tagging
Execution Location	Tags are executed on the user’s browser	Tags are executed on the server
Data Privacy and Security	Limited control over data privacy and security due to client execution	Enhanced control over data privacy and security as the execution takes place on the server
Speed and Performance	May cause delays in page rendering	Reduces impact on page load times
JavaScript Dependency	Dependent on the client’s browser supporting JavaScript	Reduced dependency on the client’s browser capabilities

What are the Benefits of Implementing Server-Side Tagging?

Here are some of the reasons to consider server-side tagging-

Improved control over the data being shared with third parties
Makes it easier for website owners to maintain data privacy compliance
Can be an ideal tracking method once third-party cookies are phased out
Improves website performance as only a single tag is deployed on the website
More granular data for a comprehensive view of visitors across touchpoints
Integration with all the digital channels, including web and app

What are the Drawbacks of Server-Side Tagging?

While server-side GTM tracking offers valuable benefits, there are a few things you should keep in mind-

Server-side GTM container is a free-to-use service but the cloud/server where the container is hosted is not free. Google recommends websites have at least three servers for SGTM implementation. With Google Cloud, each server costs $40/month. So, that’s $120 per month with three servers.
Implementing and maintaining server-side GTM tags is a fairly technical process and would mostly require a professional.

Who Should Use Server-Side Tagging?

As many countries, including India, have already introduced stringent data privacy laws, it makes sense for all websites to move away from client-side tagging. Here are some examples of websites that should consider server-side GTM tracking-

Websites that handle sensitive user data, like finance, healthcare, and other sectors where data privacy is a top priority
E-commerce platforms can leverage server-side tracking to improve website performance
Social networking platforms, interactive web applications, etc., that have complex user interactions
Websites struggling with the limitations of client-side tracking, like issues with ad-blockers or browser restrictions

Boost Security and Performance with Server-Side GTM

With data protection laws only getting more stringent with time, server-side tagging is an excellent alternative to client-side tagging as it offers improved data privacy and security. The server-side tracking method is also highly scalable and makes tag debugging and maintenance easier through its centralized nature.

Businesses and website owners can consult with a reputed digital marketing agency to better understand the advantages of server-side tagging and whether or not it is the right approach according to their specific needs and objectives.

January 25, 2024

Everything That You Need to Know About Google Analytics Data Privacy Update
Google analytics has been a revolutionary tool to gain insights about user interaction with your website. The insights offered by Google analytics has motivated countless websites to revamp their content and layout, to form a better connection with the visitors.

However, the analytics service has found itself in one or another controversy over the years, as the data privacy movement gains ground. This has found Google many times, failing to comply with data protection regulations like the General Data Protection Regulation (GDPR) or the California Consumer Privacy Act (CCPA). In a bid to comply with such regulations, Google introduced new updates to meet the regulations at par with the regulations in their latest announcement. This announcement is especially useful to businesses getting traffic from European countries and California.

With this new update, marketers can now do the following to become more compliant with the GDPR or CCPA regulations;
1. Disable Analytics Data Collection (from Web or App)
2. Disable collection of Advertising Data (from Web or App)
3. Disable Advertising Personalisation (from App and Web)
Let’s examine the impact of these updates closely.

Existing Compliant Features and Tools

Google analytics reminded their users about settings available in their tools that make them GDPR compliant. The users were reminded to make optimal use of facilities like anonymizing IP, privacy controls, data sharing settings, and other features already available with them.

More Authority Over Data

The users now have much more authority on what to do with the data generated. The new data retention feature empowers you to decide for how long the individual Google Analytics data is stored until it is automatically deleted. By default, the data will get deleted after a period of 26 months.

Also, Google Analytics now lets you delete the data of a user if they explicitly ask to delete their information.

Updated Data Processing Terms

Data processing terms provide you insights about how the data will be processed and with whom the data will be shared. Google has made considerable changes in its data processing terms to better accommodate European users as per GDPR standards. The updated document secures data privacy and highlights the responsibility of the users to intimate and seek consent from the visitors about the sharing of their data.

GDPR-compliant Privacy Policy

Google has made newer additions in its standard contract representing Google Analytics and Google Analytics Firebase as a ‘data processor’. This move is compliant to new norms established by the GDPR. However, the service becomes a ‘shared controller of data’ if you authorize Google Analytics to share your user data with Google Ads.

While some of these updates make the data collection system a little simpler, some make it a bit more complex for the users to execute. The data deletion mechanism, although empowers the visitors, turns the matter more complex for marketers. Since you can not delete the data for a single user, you need to deploy Google Analytics User Deletion API in your code to delete the data of an individual visitor.

Long Way to Go

The introduction of a newer update takes Google Analytics a few steps forward towards compliances set up by GDPR. However, the analytics service still has a long road to cover. Google uses visitor’s data from Google Analytics to make their services better. This can be seen as a privacy breach by many. Also, the agreement between IAB Europe and Google takes the data consent system in the right direction. However, it still misses establishing any reliable framework for handling analytics data.
September 8, 2020
The Art of Balancing between Data Privacy and Personalisation to Win the Trust & Loyalty of Gen Z

Gen Z (also known as digital natives, includes people born between the years 96 and 2015) is like no generation before them. Unlike the previous generation, who live a significant part of their lives without the internet, the new Gen-Z are born in a digital world. They have not known a world without the internet. While the earlier generations struggled to adapt to the internet, Gen-Zers embraced it with ease.

With Gen Z all set to become the biggest set of customers by 2020, the marketers of today find themselves at a peculiar crossroad.

Gen Z customers look for more and more personalised offers. According to a worldwide study conducted by the WP Engine and The Center for Generational Kinetics, 49% of Gen-Zers are willing to provide more of their personal data with brands, if they can get a more personalised digital experience. Nearly, 1 in 2 Gen-Zers responded that they would stop visiting a particular website if it didn’t offer them personalised content.

They are no longer content with generic ads that offer them nothing specific. They are looking for brands that treat as a unique individual and not as a faceless customer to be sold to.

On the other hand, Gen-Zers are getting more and more wary of brands that use their personal data for ways that it was not intended to. The result, we see plenty of regulations that restrict how businesses can use data.

It’s highly imperative for digital marketers of today, to learn how to balance nimbly between – personalisation and privacy, without crossing over and earning the wrath of the next generation of customers.

So, how can marketers address the Privacy Paradox, without missing out on Personalisation and Customisation?

Here is a seven-step guide that all marketers must follow:

1. Understand the Rules

Start by understanding the rules and regulations like the GDPR (General Data Protection Regulation) put forth by the EU and other privacy principles.

2. Rethink the Relationship between Privacy and Personalisation

Aim to build a symbiotic relationship that is a win-win for all. Make sure that you define the requirements before you access and use individual data. This helps you build a contextualised and trusted customer experience.

3. Never Lose Focus on your Customers

Remember that you are using data to enable and to annoy your customers. Use data to enhance and elevate the experience. Always stay in context.

4. Enlist the help of Compliance, PR advisors and Legal experts

When in doubt, always seek help. Instead of, trying to balance privacy and personalisation all on your own, get the help of experts in the area.

5. Educate Others

Emerge as a thought leader in the area. Use generic personalisation tactics with individual-level data.

6. Collaborate with Others

Share your data analysis results with others to expand your personal data collection. However, make sure to seek customer approval before doing so. Be honest and transparent with your customers. Tell them the various ways in which their data would be used.

7. Finally, use only the Data that you Need

Avoid losing the trust of customers by using only specific individual-level data that you need to provide your customers with enhanced user experience.

Learn the Art of Balancing

When handled correctly, you can build a cycle, where customers share even more data with your voluntarily, paving the way for the development of enhanced personalised services and further innovation.

July 18, 2019

Tag: data privacy

The Privacy Revolution

Impact on Marketing Strategies

Adapting to the New Reality

Innovative Approaches to Customer Engagement

The Technology Response

Building Trust in the Privacy Era

The Road Ahead