This has been an interesting start of the year. People had just come back and were in their happy go lucky post-CES hangover, still digesting CCPA (California Consumer Privacy Act)
The CCPA has refined how we think of PII (Personally identifiable information)
- Personally identifiable information such as name, address, phone number, email address, social security number, driver’s license number, etc.
- Biometric information, such as DNA or fingerprints.
- Internet or other electronic network activity information, including, but not limited to, browsing history, search history, and information regarding a consumer’s interaction with an Internet Web site, application, or advertisement.
- Geolocation data.
- Audio, electronic, visual, thermal, olfactory, or similar information.
- Professional or employment-related information.
- Education information, defined as information that is not publicly available.
- Inferences drawn from any of the above examples that can create a profile about a consumer reflecting the consumer’s preferences, characteristics, psychological trends, predispositions, behavior, attitudes, intelligence, abilities, and aptitudes.
In Short, this is a loud and clear message to Advertisers, Ad Networks, DSP and SSP alike who heavily reply on understanding whom the intender used of an advertised product it, and that message is, “GO F***YOURSELF.”
This was followed by Chrome – the browser used by 65% of internet users, followed by the NOT SO close 2nd – Safari at the mirror image percentage of 16%. Google will join Safari and Firefox in blocking third-party cookies in its Chrome web browser
The cause and effect can be explained in a very ambiguous, long, boring and utterly useless manner or we can stick to bullet points.
Why is this happening?
- Increased awareness of privacy
- Entitlement – “I want to listen to Spotify but I do not expect to pay for it” – 99% of internet users
- Leaks and Hacks and an incident like Cambridge Analytica
- Lots of parties handling the data
How does the industry as we know it changes?
- Intermediate players who do data processing go away
- Audience profile targeting goes away
- Location-based profiling goes away
- Cookie-based cross-publisher and cross-device targeting goes away
- Publishers get back in control
- Publishers get to process data and pre-enrich with relevant info
- Average CPMs increase
- DSPs become lightweight
- Contextual targeting makes a huge comeback
- Image recognition plays an important role
- OCR Engines usage starts
- Google Tensor Flow becomes very relevant
- Creative become even more in focus as it was before
- Moment based targeting becomes even more relevant
….. And many many more
Advangelists has always been a mobile-first, video-first Ad Tech platform. We built our proprietary system for environments already largely void of cookies and anticipated this change nearly 2 years ago as a key design feature of our platform. Advangelists embraces Advertiser ID/device-based targeting, leveraging a heuristic device graph to achieve audience scale at the highest statistical significance and in full compliance of GDPR/CCPA guidelines. We anticipate a day where future privacy regulations and ecosystem changes may eliminate the device centric model, for which we are already building the next generation of ad targeting capabilities.