Adios, tracking cookies?
What we’ve learned in May
Advertisers get creative, in response to Google’s efforts to limit tracking through cookies in Chrome. Lawmakers behind the California Consumer Privacy Act want to put US users back in control of their personal data. Adblock adoption may have slowed but UK publishers are losing more money due to adblocking. Here are our findings.
How advertisers are responding to Google’s third-party cookie crackdown
Marketers may be compelled to advertise beyond the “walled gardens” of Google and Facebook. According to a media director at a global advertiser, “we may focus on setting up more private marketplace deals in a quality environment where we can focus on other forms of targeting.”
California’s new data privacy law could change the internet in the US
“It’s a threat because everyone relies on that ecosystem rather than finding alternative ways to monetize,” Ashkan Soltani, a privacy researcher in Oakland and former technologist with the Federal Trade Commission said. “The ad technology is a cheap and easy fuel for everyone to use, even though it has a lot of externalities.”
Senator proposes strict Do Not Track rules in new bill
If approved, Sen. Josh Hawley (R-MO)’s new bill would severely penalize companies for ignoring Do Not Track. For companies who knowingly chose to do so, could be fined up to $1,000 a day per person — so long as the total is over $100,000.
Source: The Verge
Ad-blocking growth is ‘contained’ but UK publishers lose nearly £1 million a year
“The ad-blocking conversation has been absorbed into the larger consent conversation,” said Richard Reeves, managing director at the Association for Online Publishers. “It still needs to be front of mind, but publishers are required by law to be more explicit with data gathering and activity, the function and delivery of ads and the purpose in which they’re served.”
Young adults appreciate the need for internet ads but want control: report
~ 53% of respondents to a survey from YouGov “said they believe online advertising will remain invasive and require them to continue using adblockers”. Notably, 90% of 18- to 24-year olds surveyed are aware that ads keep the web free. Ad-supported publishers are encouraged to give these adblock users greater control of their online experience instead of adopting aggressive adblock circumvention technologies, so as to monetize sustainably.
Source: Mobile Marketing Magazine