How to strengthen digital experiences while navigating data privacy
Our digital experts at One North talk all things data privacy and analytics—changes in guidelines and regulations and their effects on digital and new ideas for maintaining compliance while still getting valuable information to better serve your audience.
July 16, 2021 | By Ben Magnuson
The biggest development in regulating data privacy in 2021 did not come from a government, but from an even more consequential player who has benefitted from loose restrictions on user data to date: Google.
In March, Alphabet (Google’s parent company) announced that it would no longer allow tracking technologies that track individuals across sites. With Google accounting for more than half of last year’s digital ad spending, this was a sea change.
Building out digital experiences that you own will still allow access to valuable audience data, but the battle over how and where that can be used is just starting.
So, how do you amplify digital while circumnavigating ever-evolving privacy laws?
We address the history, technology and opportunities around the recent changes in privacy and digital:
First-party vs. third-party cookies – which technologies are actually being restricted
Browsers battle it out – how the fight to take back user privacy began in the browser
The new opportunity for building an audience – how brands can win in the new era
The AdTech battle is just beginning – what’s coming next
Ben Magnuson supports clients by applying a strong data focus to marketing initiatives across channels and tools. Digital Marketing tools produce vast quantities of raw data, but often little direction on how to apply it to an effective digital strategy. Ben partners with our clients to streamline and optimize this process. He starts by gaining an understanding of each client’s unique goals and tactics, and guides them toward a strategic analytics program.