Adaptation to New Privacy Expectations in Paid Media

The Evolution of Privacy in Paid Media

• 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.

Adaptation Strategies

• 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.