Data privacy is forcing the ad industry to change

The protection of customer data and privacy is now enshrined as a core tenant of any agency worth their salt. However, this tenant comes with its own issues. Foremost amongst them is how agencies can redefine performance in an age where privacy is King. A new report by Meta seems to have the answers.

Corporate Reorganisation

The transformation of existing roles and the creation of new roles, is the most prominent step companies are taking to handle the new privacy age. 

This includes the creation of Data Protection Officers on the global as well as regional and local levels, who are tasked with supporting data regulations unique to each market. These officers work with teams spread across various levels to advise on regulations and their implications for how businesses and their clients collect data and their legal elements. These officers also help agencies answer how their technologies collect and process data.

This is particularly important as the type of data available to agencies and brands is rapidly changing. Google is phasing out tracking cookies and Apple’s App Tracking Transparency framework is rising in prominence. Data Protection Officers now work with audience planners to ensure agencies and their clients are able to model in more productive ways. Including the adoption of machine learning around cohort analysis that could enable them to interpret outcomes.

Putting The Customer First

An obvious answer, but one that companies are doing nonetheless. As they reorganise their teams around privacy concerns, agencies are increasingly putting the customer first.

This includes asking the question ‘what do customers want from data privacy?’ 

Increasingly this is taking the form of developing trust with the customer. This means protecting consumer data rights, informing people about how information is collected and how it leads to a better online experience. 

The report highlights industry experts stating that by explaining the value exchange offered through first-party data relationships with brands, customers are more likely to trust the company. Especially if the company offers a service that is directly relevant to the customer as an individual.

Investing In Resilient Data Strategies

The report touches on how agencies are shifting to first-party data to create ad personalisation and campaign optimisation.

When companies have the full view offered by first-party data, and they have the sites tagged and first-party data flowing, they can see in real time the performance of campaigns. Allowing them to bring in the most interesting understanding, personalisation, measurement and optimisation.

Allowing companies to have a more direct and transparent relationship with customers. This is largely because customers have to choose to share first-party data with a brand, thus allowing companies to use this data to reach customers they know are interested. Thus allowing them to get to know users better whilst protecting customers data.

All of which provides consistent definitions of audiences, measurement across the open web. Allowing for stronger partnerships with more closed ecosystems providing for better measurement and campaign effectiveness.

Action Today, Success Tomorrow

These examples underline how, in a privacy-first world, agencies are finding new ways to combine tools and methods across different media. The report makes clear that the marketers who take action today will be the ones who succeed tomorrow.