What Data Privacy Really Means for Digital Advertising

It is undeniable that consumers are constantly being tracked online: their interests, locations, spending habits, wishlists and so much more is channeled into some mega database by the omniscient, all-knowing internet. Or at least, that is what it feels like. But, what does this mean for consumer privacy?  And, what is being done to protect personal data?

After a number of high-profile data breaches, data privacy and protection is a consumer-first movement: Consumers are skeptical when it comes to our ability to protect their data, and want more control over how it’s collected and used. GumGum’s latest webinar, What Data Privacy Really Means for Digital Advertising dives deep into the current data privacy crisis and the promising technologies that will shape the future of data privacy in digital advertising.

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What's inside

  • A consumer-first movement
    It is undeniable that consumers are constantly being tracked online - but, after a number of high-profile data breaches, data privacy and protection is a consumer-first movement: Consumers are skeptical when it comes to our ability to protect their data, and want more control over how it’s collected and
  • used.Identifiers are on their way out
    While government-led efforts to shore up data privacy like GDPR, HIPAA, GLBA, or CCPA get a lot of press, it is actually browsers that are moving quickly to eliminate identifiers. Cookies, a data collection tool the industry used widely but without the consent or understanding of consumers, have been under fire for a decade. Recently, major browsers including Safari and Firefox have put limits on cookies, with Google phasing out cookies altogether by 2022.Crisis 
  • spurs innovation
    As the data privacy movement pushes forward, the industry is working on some promising technologies that may result in even more sophisticated capabilities than we have now: Contextual targeting, First Party Data, Shared IDS and Google Sandbox are all great contenders to replace behavioral targeting.