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The Most Practical Approach to the Individual Tracking Problem in Digital Advertising

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Google’s latest announcement of not developing and using technologies that track people individually across the internet has created turmoil in the digital advertising industry. The impact was so powerful that the stock of the California-based ad tech company, The Trade Desk, dropped by more than 20%. The Trade Desk has spearheaded a technology known as Unified ID 2.0, which is based on users’ email addresses, as an alternative to third-party cookies. But in its latest announcement, Google has said it does not believe that email-based identity solutions will be able to meet rising consumer expectations for privacy. It also stated that these solutions will not be able to stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long-term investment.  The adverse effects of Google’s new announcement were not only faced by The Trade Desk, but other big players in the digital advertising industry also bore the impact. The stock of PubMatic dropped by ...
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Using First-Party Data and Contextual Targeting for Consumer Privacy and Effective Advertising

Digital advertising is not the same today as it was some years ago. The data privacy regulations like the GDPR and the rising privacy awareness among consumers have been reshaped by the data privacy regulations. Mainstream web browsers like Firefox and Safari have already blocked third-party cookies, and Google’s Chrome will do so by 2022. Therefore, first-party data and contextual targeting are emerging as the primary ways for brands to reach consumers. Each of these ways does not breach people’s privacy and offers an effective approach to digital advertising. First-party data signifies a trustworthy relationship between consumers and brands. At different points during a consumer’s journey such as while buying a product, creating an account, or signing up a subscription, people give their personal information and have faith that the other party will not misuse it in any form. Eventually, as customers engage more with the businesses, they can know and serve their customers better....
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