In a world where digital privacy is increasingly valued, brands face the challenge of adjusting their Paid Media strategies to balance effectiveness with respect for user privacy. At Immoral, we address this crucial topic, exploring how brands can ethically and effectively adapt to new privacy regulations and expectations.
The Evolution of Privacy in Paid Media
Online privacy has become a topic of global discussion, with legislation such as the GDPR in Europe
and CCPA in California
marking a before and after in how personal data is handled. These regulations require greater transparency and give users more control over their data.
- 1995: Implementation of the EU Data Protection Directive.
- 2018: Entry into force of GDPR, radically changing the management of personal data in Europe.
- 2020: Implementation of CCAC in California, giving consumers more control over their personal information.
- 2021: Apple's iOS 14 privacy update, which includes the Transparency Tracking App, forcing apps to ask users for permission to track their activity between different applications and websites.
- 2023: Instagram ad option subscription to avoid ads, reflecting the growing demand for privacy on social networks.
- Focus on First Party Data: Encourage transparent and direct data collection, such as through registration forms or surveys. This not only complies with privacy regulations, but also builds a more relevant and engaged database.
- Contextual Segmentation and Keywords: Focus on targeting based on content context rather than user behavior. For example, advertising gardening products on gardening-related blogs or videos.
- Transparency and Consent: Be explicit about the use of the data collected and obtain clear and specific consent. This includes adjusting consent messages to be more understandable and less intrusive.
- Ethical Personalization: Use data with consent to personalize ads so that they are relevant but not intrusive. For example, using user-stated preferences instead of invasive tracking.
- Training and Awareness: Educate the marketing team on privacy best practices and the latest regulations to ensure all strategies are aligned with current privacy expectations.
Adapting to new privacy expectations is more than a legal obligation; It is an opportunity to strengthen trust and relationships with consumers. At Immoral, we believe in the importance of a marketing approach that is both effective and respectful of user privacy, a crucial balance in today's digital landscape.