Democrat-appointed FTC commissioner Lina Kahn and Republican FTC commissioner Noah Phillips have addressed the International Association of Privacy Professionals’ (IAPP) Global Privacy Summit as the FTC stagnates over its tiebreaker appointment.

Many problems, including two Republicans and two Democrats, face a 2-2 stalemate – especially when it comes to data privacy, and some, including FTC Commissioner Lina Khan, refer to it as a “surveillance ad”.

Last month, Senate Democrat Alvaro Bedoa, a Georgetown privacy attorney and consumer privacy advocate, advanced nominations. Commissioner Noah Phillips, a Republican, welcomed the nomination, hoping to end the checkmate that has slowed the agency and slowed its implementation.

“Historically, the FTC has not always had mobility [one of] Consensus, ”Phillips said. The idea is to get things done, even if it should be done silently. A general agreement is ideal for consumer protection, but “only we can make policy changes [pass] With a 3-2, “he said,” but how much and how often, we don’t know. “

“I hope the new majority will not behave like the old majority,” Phillips added, referring to former Democratic commissioner Rohit Chopra, who left the agency in October. A recent opinion piece with Republican Commissioner Christine Wilson, along with Phillips, paints a picture of dead-end resentment, not bilateral cooperation.

Nevertheless, the new leadership will not solve the old problem. The current commissioners are still at a standstill on “surveillance advertising”, including what the FTC should or should not do about online privacy.

Surveillance ads have two opinions

FTC Commissioner and Chair Lina Khan warned of the dangers of “commercial surveillance” during her keynote address on Monday.

“Digital technology allows [for] Data collection at a hyper-granular level, “he said.” And more and more we rely on digital tools. [daily] Work, [more] Large scope of data collection, [from] Keystroke usage and browser history in location and health records.

In addition to sounding the alarm about online data collection, Khan also spoke of unscrupulous business practices related to social media and targeted advertising.

“Across the domain, companies can analyze stunningly detailed user profiles for targeting [ads] Striking with precision, ”he said. “The general lack of legal limits has resulted in a growing economy of data buying and selling – this has led companies to create a wide range of tools to monitor users across devices.”

Against the general argument that digital technology provides free services in exchange for data, he said: “Firms may provide free services, but they [choose to] Make money by vacuuming data. “

A business running for free is certainly not an oxymoron – an international social platform for Facebook and TikTok users from the purest of their hearts – but there is a limit to the appropriate data collection. It’s a matter of where to draw the line.

Khan made a formidable case. But Commissioner Noah Phillips strongly disagrees with the “narrative” of surveillance advertisements, which he says Commissioner Khan and Rebecca Slater have been “pressuring for years.”

The term “surveillance advertising” is a blanket term that refers to individuals using the company’s personal data to target advertising. But Phillips further stressed that market power does not determine a company’s potential for fraudulent or unfair practices.

“Bad actors aren’t just big people – they can be little boys,” Phillips said. “We do [work with] In some cases, large companies with monopoly power are involved… but in many cases, smaller companies are involved, and some of the worst of the losses they cause are, ”he said, citing spyware, ransomware and stock apps.

By using the term “surveillance”, he argues, “surveillance” restores the objectivity of data use and misuse problems by instilling fear of non-harmful practices.

“It sounds like J. Edgar Hoover and Quintelpro,” he said, referring to the FBI’s work in the 1950s where Hoover instructed agents to spy on, reveal and disrespect the Black Panthers.

The next step

Although the FTC has historically operated under the 1975 Magnuson-Moss Warranty Act, which protects consumers from “unfair and fraudulent” practices, the digital world operates by different – and much more – complex rules.

Commissioner Khan thinks the FTC can and should do much more.

“The FTC is responsible for ensuring that our legal tools and procedures keep pace with business practices,” Khan said.

It is understandable, but Commissioner Phillips warns of patience.

“There’s a broad attitude that the more rules we make, the better society will be,” he said, “and I don’t think that’s right.”

In particular, Phillips is concerned that the FTC is entering the legislature.

The point is, when it comes to pushing for legislation, “Congress should [that]We don’t, “Phillips said.

As mobile device IDs fall by the wayside, monetizing in-app advertising inventory is more difficult than ever.

The app-based phone service TextNow, which is subsidized by free calls and texting ads, is particularly risky for the ongoing depreciation of mobile device IDs. The company monetizes its offer on any Internet-connected device by using in-app advertising, which is responsible for the “huge majority” of the company’s $ 103 million revenue in 2021, said Evan Thor, director of ad monetization and operations at TextNow.

Following Apple’s AppTracking Transparency (ATT) initiative, more and more iOS users are opting out of allowing their device ID – known as IDFA on the Apple platform – to be used for ad targeting. And the upcoming Privacy Sandbox changes for Android will completely shut down Google’s Ad ID by 2024.

Prior to the ATT, about 30% of TextNow users opted out of providing their IDFA, which the company considered less than ideal. After Apple launched the tracking prompt, TextNow felt an “adequate effect” that accelerated the opt-out rate, Thor said.

“As users are given more choice, and data policies and privacy laws become stricter, we need to invest in solutions that allow us to monetize users in a privacy-secure way and alleviate the impact of addressability concerns caused by disappearances.” Identifier, ”Thor said.

Effects of ATT

Post-ATT results weren’t disastrous for TextNow’s ad business, but its iOS app “entered a limited time frame.” [ad revenue] Increased as a result of ATT changes in iOS 14 updates, ”said Thor.

So TextNow started testing alternative IDs, turning to InMobi’s UnifID and LiveRamp’s Authenticated Traffic Solutions (ATS) and RampID. The solution works on agreed-upon traffic, increasing the addressability of users who choose to allow their device ID to be used for tracking.

TextNow measured the baseline performance of its agreed user base on iOS, then applied alternative ID solutions to see how it would affect the fill rate and CPM for ads targeted to agreed users. UnifID allows publishers to integrate ID solutions from multiple partners into their technology stacks, but in this test, TextNow only uses LiveRamp’s ATS and RampID.

TextNow chose LiveRamp ATS because it was “one of the first to penetrate deeply into the app and beyond the web context,” Thor said. To use Identity Solutions, TextNow has installed InMobi’s SDK, a longtime partner, which it has not done before.

Integrating LiveRamp’s ATS into InMobi’s SDK connects TextNow’s ad listing to more than 400 marketers using ATS, says InMobi VP Ram “TK” Krishnamurthy of customer success. When they use their DSP (such as Trade Desk, Xandr or MediaMath) they see RampID in inventory and bid accordingly.

Restoring addressability increases CPMs: “If [I’m a credit card company and] I know you are one of my valuable prize members and I would like to sell you a gold credit card, I am going to pay a lot more CPM for that impression. That’s the decent thing to do, and it should end there. “

TextNow compares ads sold using RampID with placement results for ads sold without RampID.

Experiments have shown that eCPM for native ads increased by 146% and for banner ads by 35%. Banner ad completion rate using RampID was 73% higher.

“The results reaffirm a number of things that we believe to be true about traffic without identifiers – for example, low filling rates and low CPMs – and it shows that there is still much work to be done as we move towards uncontrolled traffic,” Thor said.

Preparing for the future

TextNow is hopeful that this experiment with alternative IDs will prepare for an additional rise in device IDs rather than reacting to these changes, Thor said.

“When new developments come, we’re ready to take them,” he said. “With the change of iOS, we were riding the wave as it was. But the long horizon for Google gives us the ability to predict, plan and ensure that we have built sustainability into our model. ”

Now that it has been ATS tested, TextNow plans to add LiveRamp’s Bloom Filter, an on-the-device way, to make its uncompromising user base more addressable.

TextNow’s direct sales team goes back to the basics, including plans to expand. It is also shrinking internal first-party data activities to further protect advertising revenue from changing its programmatic business addressability.

“Data-driven thinking”Written by members of the media community and has new ideas about the digital revolution in the media.

Today’s column is written by Jason Johnson, CMO Cupid Media.

Globalization was once the pinnacle of business performance that only the largest, most powerful corporations could achieve. But now, thanks to the Internet and consequent innovation, the international market is within the reach of most businesses.

However, with easy access comes great responsibility. Before you advertise globally, here are some hard-earned lessons to avoid common problems.

Literal translation can be confusing

Stay Leading the global advertising campaign for over 15 years, I have learned some of the biggest lessons from translation errors – some funny, some catastrophic. For example, we ran the “Don’t Give Up on Love” campaign in Italian. Unfortunately, this message has lost its purpose and has been translated as “Don’t give up warm cabbage.”

Despite Heated cabbage Due to the metaphorical meaning in Italian, it was not the right message. And on another occasion, we advertised “cat’s room” instead of “chat room” in France.

Localization should always start with research and solid insights about the market you want to reach. This is one of the most basic principles for any marketing, and global marketing is no different. That’s why it’s important to hire translators who are immersed in culture – or choose local speakers.

When it comes to messaging, always create two versions. The first edition should be made in English for English-speaking viewers. And the translation version should be a clearly written, simplified expression of the first. This will reduce the risk of your message being lost in literal translation.

Your translators should also provide creative summaries that include details about the target audience, brand voice, formality and the purpose of the messaging. Just because something is grammatically correct does not mean that it will be effective. There is much more to consider (tone, mood, audience, etc.).

Be sensitive to cultural subtleties

Being sensitive to cultural subtlety depends on knowing the local market. Involved With resources that can provide all the knowledge you need. For example, Google has an export team that specializes in local market insights.

You should ask some important questions. Are some pictures offensive? Do numbers and colors have meaning? Are there restrictions that should never be broken? The list of potential losses could be extensive, and it won’t be clear until it’s too late.

A classic example of a company not doing its homework before going to market in an unfamiliar area was when Pepsi introduced its slogan, “Pepsi brings you back to life” in the Chinese market. To the locals, the phrase meant, “Pepsi brings you back from the grave.” It certainly wasn’t the right message.

Understand the limitations of technology

Most advertisers are running international efforts with lean teams and slim budgets. This means they have to maximize output from a limited number of resources. And the right technology can help, but it’s not the answer.

Localization is an area where both technical and human resources are needed. While Google Translate is a great tool, it’s not something that can be relied upon for a global campaign. But platforms like Lokalise and Pairaphrase can help weaker groups control the localization process, reduce time for marketing, improve translation quality, and improve productivity. However, they are not perfect, which is why it’s always good to be associated with culturally intelligent, fluent translators for any final product.

With technology, it’s easy to assume things are being handled perfectly. But you should guess nothing and examine everything. And the performance of any campaign should be monitored in both flight and post-campaign. Tools like usertesting.com, an affordable way to access quality data, are useful. Also, rely on your customer service team for relevant feedback whenever possible.

On a final note, what’s exciting about being a global marketer is the opportunity to learn each new campaign. Reaching out to a global audience will never be a “skill”. It is more about progress than perfection.

The world is always changing, and marketing will continue to evolve. The best thing you can do as a leader is to nurture an advertising culture that celebrates learning – especially when it comes to getting acquainted with the international market.

Follow Cupid Media (CupidMedia) And AdExchanger (@ Addexchanger) On Twitter.

“The Cell CiderA column written by the sales party of the digital media community.

Today’s column is written by Todd Tran, Chief Strategy Officer, Teads.

Preparing for The future of cookiesPublishers have made strong improvements to their business models Some are focusing on high-quality content, others are gathering first-party data from users logged into their site. At the same time, advertising and by-side platforms are trying to develop solutions for the cookie-free world.

While these developments are undoubtedly encouraging, they are not antidotes.

If publishers want to make sure they’re set to succeed by the end of next year, they have to take matters into their own hands now – and that means giving users real value.

Cookies are two steps to success

To prepare for the future, some companies are gathering around Unified IDs, which are anonymous IDs that track users across the web.

Personally, I hope more publishers will sign up for the Unified ID initiative. In my opinion, this is a really good solution. But it’s an incredibly difficult solution, too.

In order to be able to achieve a functional scale with Unified IDs, publishers need to create a strong price exchange to persuade their users to log in, which can take years. What’s more, Unified ID initiatives need to reach a point where a large portion of publishers have chosen. Not to mention there are several competing solutions that are not currently interoperable.

Although I believe that Unified IDs will find a place in our ecosystem in one form or another, it is out of your destiny to rely on them alone to rescue you in the world of cookies.

Still, the advent of the cookies world is a chance to win business from competitors who are not ready for publishers. And it takes only two steps to effectively prepare for the inevitability.

1. Provide true values

While having a login user is not the only way to gain first-party data, it does provide more depth of information. But, like Unified ID, it is a tough fight for users to register. In order for sign-ups to get what they desperately need, publishers must create a content and monetization strategy based on a strong price exchange. Users need a strong reason to register and log in. There are already many successful examples of this exchange in the market, such as The Independent, which gives customers “limited access to premium articles, exclusive newsletters, comments and virtual events. Our leading journalists.”

2. Accounts for anonymous users

Since most publishers do not have enough login users to scale to the same level using third-party cookies, they need to use technology that enables them to gain insight into the behavior of anonymous users. Initially, this includes solutions that track anonymous activity on the publisher’s site, but not anywhere else. Relevant signals and AI or predictive listeners can also help.

By prioritizing these two steps, publishers are giving advertisers the best opportunity to buy sustainable media that delivers real business results.

Get ready today for the future

As cookie depreciation approaches, publishers need to prioritize user identification and targeting. And they need to do that today. Failure to adjust business models prematurely will almost certainly have an adverse effect on the bottom line.

On the other hand, the sooner publishers solve problems, the sooner they will be in control of their own destiny and gain a competitive advantage. Where there is danger, there is opportunity.

Follow Tides (Teds) And AdExchanger (@ Addexchanger) On Twitter.

Here’s today’s AdExchanger.com news round-up … Want it by email? Register Here.

Can you pay the price … the price?

Google is testing the “high price” and “low price” indicators for shopping searches.

Brian Frizzelben, an SEO industry observer and practitioner, Stains Wild badge at the 60 760 fireplace from Home Depot. It was labeled a “high price” and was told that the fireplace usually costs $ 290. In other cases, the “low price” badge was $ 65 on the Ikea coffee table (Coffee tables are usually 250, apparently.)

Google is in a shopping ad overhaul.

For one, the Google Smart Shopping Campaign, a retail media ad that links product inventory feeds to search results, Disappeared this year. They’re being folded into the Performance Max campaign – which integrates with product inventory feeds, but Google bakes its own first-party data in Performance Max optimization and channel promotions in proprietary and managed media: Search, YouTube, Maps and Gmail.

Google can expect pushback on price badges. After all, Google doesn’t have a badge that says, “Fireplaces are usually of a higher standard.”

However, power users who are only part of the beta program are still seeing badges.

“I was personally unable to copy it and so I hope to see lots of fireplace and fire pit ads around me for a while,” wrote Barry Schwartz. Search engine roundtable.

When “none of your business” is your business

Data regulators in France have instructed publishers to stop using Google Analytics and Facebook Connect, a server-side product that syncs company data directly to meta-identity data. There are 30 days to stop using them or risk a potential fine, Adweek Report

Google has tried to protect itself from this attack. Google Analytics Will stop logging IP addresses from July 2023 and launched a country-based data server network last monthSo the data can be collected in France and cannot be sent to US servers.

But the issue is out of Google’s hands. Unlike GDPR lawsuits based on consent requests or ad targeting, the problem here is the US government’s (illegal in Europe) practice of surveying all web data and tracking individuals without a warrant or the right to sue a citizen.

“In the long run, we either need proper protection in the United States, or we will end up with separate products for the United States and the EU,” according to a statement from Max Schreims, who launched the privacy shield case last year. And new lawsuits against Google Analytics. “I personally would like better protection in the United States, but it’s up to the US legislators, not anyone in Europe.”

CNN minus

CNN and McKinsey, its consultants, are expected to receive two million CNN + subscribers a year. In four years, it will surpass 15 million subscribers.

Fast-forward to three weeks, the number of CNN + is painfully low. Sources who did not want to be named said this CNBC That CNN + had a daily audience of less than 10,000.

CNN + is already pulling every lever to increase sign up. For those who sign up by April 26, it is offering a half-life closure.

And now CNN + is expecting heavy cuts as the parent company reorganizes, Axios The report aims to make a profit alone in four years out of the window.

CNN’s pre-launch goals, however, are incomplete. At $ 6, CNN + is relatively inexpensive, but not so compelling. Launched at Disney + $ 7, but brought the whole magic realm. Closer to Salesforce + than CNN + Disney + in terms of library. And Salesforce + can absorb unacceptability because it’s a marketing strategy.

The acquisition cost was no joke either. CNN + spent $ 300 million on the service, including about $ 100 million in pre-launch marketing (story). It had a 1 billion budget for CNN + over the next four years – but its pre-launch marketing looks like a sinking cost.

It’s hard to compare CNN + with Salesforce +, but it could be another Quibi.

But wait, there’s more!

TikTok will earn 2.4% of US digital advertising revenue, more than Snapchat and Twitter combined, and the gap is widening. [Ad Age]

OpenWeb, publisher Comments Moderation seller, acquires French ad network Adyoulike for 100 million. [WSJ]

The Adobe Digital Price Index shows continued inflation online. [release]

According to the IAB Internet Advertising Revenue Report, digital advertising grew 35% in 2021 to $ 189 billion. [release]

FTC Chair Lina Khan calls for an exemplary change in data privacy. [WaPo]

EX.CO acquires AI-based consulting company Bibblio. [release]

You got hired!

Dianomi, Advertising for Financial Services Advertising Technology, hires Vet Martin Hill as its first programmatic head. [release]

On Tuesday, Apple CEO Tim Cook called for a comprehensive, national privacy law in the United States at the International Association of Privacy Professionals (IAPP) Global Privacy Summit in Washington, DC.

Cook has sued for the fundamental role of data privacy in the quality of life – as well as the law that it will and will not.

Self-proclaimed data privacy activist has pushed back another bill, strictly against the Open App Markets Act. Apple claims that this is because the data is under threat of privacy. The Open App Markets Act, designed to reduce Apple’s hold on the App Store, will compromise user privacy by making user data less secure, he said.

First introduced in August by Senators Amy Cloboucher (D-MN), Marsha Blackburn (R-TN) and Richard Blumenthal (D-CT), the Open App Markets Act will bar Apple (and Google) from allowing third-party apps. . Owned App Store.

If the bill becomes law, these “big tech giants” will be required for competitive gatekeeping of their app stores by allowing “sideloading” from third party app stores. The idea is to promote consumer preferences by giving startup apps a chance to compete in the market.

But the Open App Markets bill would take bad actors, malware and ransomware to the red carpet, Cook said. Cook likened the threat to a series of ransomware incidents involving malware in the guise of the Covid-19-tracking app, and the harassment of Android users by stealing important data.

According to Cook, the Open App Markets Act will bring the same danger to iPhone users. “Privacy and security may not be secure,” Cook insisted. “Taking away a safer option makes people have less choice, not more.”

To put it bluntly, “Apple believes in competition,” Cook insisted. “We value innovation and its role in pushing us forward [as a society]”While the sponsors have a pure motive, the unintended consequences of forcing them to allow unexpected apps on iPhones will be profound,” he said.

Cook’s speech came in the wake of the App Store opening bill. In February, the Senate Judiciary Committee decided to pass the law in a landslide vote (20-2). And in March, the EU followed suit with a similar Digital Markets Act.

Federal Privacy Act

Calling for a federal privacy law, Cook said a national data privacy law would create a check on the power of new technologies.

“Man cannot evade his moral responsibility by weakly blabbering on, ‘The machine did it to me,'” he said. “Technology will continue to shape our world, but social impact is not predetermined. Technology has the potential to enrich [society] And [fuel] Innovation without invading human life – the loss of privacy is not inevitable. “

One might say that technology does not hurt people; People hurt people.

Cook stressed that the answer lies in a law at the federal level, applauding the European Union’s GDPR as well as Brazil’s rival, the LGPD.

Cook has previously used industry conferences to advocate for a national privacy law, including an industry conference in October 2018 in which the GDPR came into force the same year.

Without data privacy, the world would find itself in a “data industrial complex” where anyone’s data could be stolen with impunity in the name of providing services, he said. Businesses that rely on certain amounts of data – such as advertising – “do not need our permission to dig deep into our personal lives,” he said.

He likened data privacy breaches to real-life attacks and abuses. “Imagine if there was a stranger following your every move with the camera while taking your child to school, or watching your every keystroke from behind you. You don’t call it a service – you call it urgent. “

This is why Apple maximizes the amount of data processed directly at the device level and prefers end-to-end encryption of its users’ data “without a back door.” Not to mention last year’s rollout of Apple’s Apptracking Transparency (ATT) framework for blocking apps using software development kits (SDKs) that integrates developer data with third-party user data for ad targeting (which Facebook Reiling sent).

The path to a national privacy law will not be easy, but Cook argues that the means justify the latter.

“As much as we can lose in the world without privacy, I know how much we can gain if we get this right,” he said.

By Jackie Lee, publisher of Similarweb and head of the media industry

The free and open internet, as we know it, is not free at all: someone is pushing the bill somewhere so that publishers can finance the creation of that “free” content.

Before publishers did this with high-margin print and linear TV ads, those revenue streams were replaced by technology underpinned by third-party cookies. Now, cookies are disappearing from the biggest platforms – probably within the next year.

With the depreciation timeline change, advertisers have valuable little time to build first-party data warehouses, scale up subscription programs, develop new strategies, and implement cookie-free solutions – but no silver bullet. The success of advertising in the future without cookies will depend on the balance of the solution, weighed by what each publisher is able to do.

Prosperity without cookies

With huge resources to test the new revenue model, we can assume that the biggest market leaders will work properly if cookies are phased out. But what about brands whose legacy publishers don’t have powerhouse resources?

The good news is that first-party and relevant data is beginning to emerge as a promising solution that all publishers and media brands can use to run the money train in a more ethical, brand-safe way. Even better, they are not dependent on the decision of Google or Apple.

However, both options come with an underlying trade-off. First-party data can be rich in details by itself but is difficult to scale and move. Relevant data, on the other hand, is super scalable, but lacks specificity.

The key is to find the best combination of the two, informed by the right cookie-free tools to enable that process. Major brands such as Condé Nast and New York Times Is investing in first-party data, leaning towards subscription models and creating smart relevant audience segments.

How can publishers respond?

There are a number of ways to replace cookies, such as Google Topics and Unified ID of the Trade Desk, and we hope that more will come on the market before Google finally discontinues cookies. But these solutions also rely on major third-party providers who may (and will) change direction at any time and make their publishers liable.

Instead of putting all their eggs in another basket, publishers need to invest in balanced solutions that allow them to take the slack cookies left behind. Cookless Web Analytics Solutions allows publishers to identify and model naturally emerging traffic patterns (both within and across domains) that they can use to sell ad space – without being tied to cookies and subject to a huge third-party rule-changing will. .

While the industry is losing its most efficient insights into creating a “who” audience, it is possible to create a proxy audience by focusing on “where” traffic groups spend their time online. As such, it will become a balanced work of advertising targeting solutions that brings publishers closer to both “who” and “where” (with competitive analytics features such as voice sharing and conversion skills). The future of online advertising lies in that balance.

For more than two decades, cookies have underpinned digital advertising targeting. Their ubiquity is exactly what creates such accountability for their audience and third parties, so it is unlikely that a single point solution will emerge to solve the challenges around targeting, attribution and measurement. The flaws in individual solutions – such as loss of specificity, lack of data portability and lack of user match – mean that brands will need the right mix of point solutions to succeed in the cookie-free world.

Retail media, which is more immersed in data-driven advertising than other old-school channels such as radio or outdoors, is entering the world of programmatic and online advertising.

Key points: IAB’s Annual Leadership Meeting, an annual benchmark for the growth trajectory of data-driven advertising. With the rise of social media marketing, direct-to-consumer brands have become a spotlight addition. In recent years, broadcasters and major CTV players such as Amazon and YouTube have been keynote speakers.

The keynote speaker at IAB ALM in February of this year was Cara Pratt, SVP of Kroger Precision Marketing, a data-driven media business for grocery chain operators.

“We are attending the IAB Leadership Conference specifically to discuss the need for increased accountability in the media ecosystem and the role of retail media in transforming into a more performance-oriented system,” Pratt said in this week’s episode. “Gone are the days when speculation about the value of efficiency or visibility set the standard for a good media dollar investment.”

For grocers and other retailers, the advertising business is closely linked to the core buyer experience. Unlike website pop-up advertising, retail media is an opportunity to exploit the preferences of real consumers, not hinder or hinder their path.

“Gone are the days when the experience was a pure transaction between retailer, customer and brand,” he says. With a mix of first-party data and familiar customer preferences, the future of grocery shopping can feel “like choosing your own adventure.”

With new first-party ID solutions flooding the market, the advertising industry is looking for ways to increase campaign targeting and attribution by matching different first-party data sets.

To that end, Goodway Group has developed its own first-party ID solution called Passport One.

The tool allows advertisers to connect to multiple data sets in one place. This saves them the time and hassle of connecting one-on-one between themselves, says Amanda Martin, Goodway’s SVP on corporate development and strategic partnerships.

Agencies such as Passport One Publishing, IPG and Accenture intend to compete with similar solutions. However, according to Martin, brands for these solutions already have a lot of first-party data to match with other data sets for their disposal. Goodway Group Passport One is designed to be equally useful for advertisers who have large first-party data sets and brands who do not prioritize first-party data collection.

“You need to come up with solutions for brands that don’t already have first-party data, so that they can scale their marketing campaigns as easily as those who do,” Martin said.

Data signal

The Passport One database contains approximately 300 million consumer profiles, 500 million anonymous email addresses, and 126 million US household data, compiled from a variety of first-party signals, including offline data, agreed-upon online data, and log-level campaign data.

Unlike other agency data platforms, Goodway did not acquire the companies responsible for compiling these offline data sets or purchase the data sets themselves, Martin said. Instead, Goodway acts as a link between proprietary data sets provided by advertisers and independent data brokers.

Goodway clients use Passport One to match their own first-party data and PII with these complementary data sets. Once matched, they will better understand the target customers through a given campaign. The Identity Tool is designed to be used for open web programmatic deals as well as direct deals.

Goodway will work with its clients to determine their existing first-party data gaps and which first-party data solutions match their needs. The agency will examine how a client’s data collection processes affect its targeting capabilities and whether other signals, such as relevant data, may be more effective, Martin said.

For example, Goodway is working with a national retailer to enrich first-party data that retailers have collected from their Consumer Relationship Management (CRM) platform by adding more than 100 lifestyle and demographic features from complementary data sets, Martin said.

The Passport One solution symbolizes Goodway’s strategy for how the post-cookie advertising ecosystem will vibrate. Third-party cookies will not be replaced by a single first-party targeting solution, but will be replaced by a variety of first-party signals. These signals must be tailored to the needs of individual brands and campaigns, Martin said.

Significant audience

Martin said a particularly powerful way to overlay first-party data is to be able to overlay audience insights drawn from a specific geographic location with purchasing behavior to create a custom target audience.

“The exciting part here is that the granularity of geo-targeting is layered with a lot of data points,” he said.

Martin said any targeted audience created through the use of Passport One would be anonymized, without targeting individual users one by one.

As a result of cookie depreciation in Chrome in late 2023, Goodway Group sees this delay as an opportunity to test its Passport One offer against the cookie-based targeting solutions still in use in the market.

“Cookies were a simple button but not necessarily the best solution. And when [post-cookie solutions] Can [targeting] More complex, however, does not mean that the same results cannot be achieved, “said Martin.

“Data-driven thinking”Written by members of the media community and has new ideas about the digital revolution in the media.

Today’s column is written by Ines Henrik, VP of Sales Planning and Media Strategy at Inmar Intelligence Company Aki Technologies.

When it comes to privacy laws, denial often precedes consent.

When the GDPR came into force again in 2018, some US companies ignored it, opting to stop or restrict work in the EU instead of adjusting their data privacy practices.

But with the privacy law California (CPRA), Colorado (CPA) and Virginia (VCDPA) Going into effect in 2023, American businesses will have no choice but to accept and work.

How exactly does this trio build on the precedents set by GDPR and CCPA? And what do companies need to do now to ensure compliance in 2023?

These laws will usher in an era of restrictions on class-based consent, privacy assessments and data sharing. Here’s how to prepare.

Understand the difference between a controller and a processor

The EU’s GDPR identifies two categories of businesses that deal with customer data: controllers and processors. The controller determines the purpose of data processing; The processor processes the data on behalf of the controller but does not determine the purpose of the processing.

Laws of Virginia and Colorado To borrow The difference between GDPR and controller-processor forces US businesses to compute with the taxonomy they operate in those states.

Most retailers and brands are considered regulators – and under the new law comes the new responsibility of being data regulators.

A new hurdle to navigate? Data subject access request. These requests are a way for consumers to find out what data a company has collected from them and to claim their rights to remove or correct errors in that data.

Ready for privacy impact assessment

Colorado and Virginia laws introduce a requirement for data regulators known as privacy impact assessments or data protection assessments. The management of a PIA involves evaluating the benefits of sensitive data processing for targeted advertising, customer profiling or other uses related to the customer’s risk data collection and usage location.

Not sure if you should handle PIAs? Data mapping contains answers. Data mapping The practice of knowing the details of how data flows across an organization. It helps businesses make sure they know exactly what data they’re storing, how they’re storing it, and where they’re going to limit risk, provide transparency to end users, and comply with regulatory requests.

If it sounds scary, don’t be afraid. Mapping can be automated, closing down some of the business burden.

Adjust data sharing limitations

CCPA has forced businesses to give customers the right to stop selling their data to third parties. But for the convenience of targeted online advertising, data sharing has made a sale and therefore there was a lack of clarity about whether an opt-out opportunity was needed.

But with CPRA, there is no gray area.

The law explicitly defines “sharing” to include “cross-textual behavioral advertising” (or targeted advertising based on user behavior). This means that many brands now need to develop opt-out capabilities for customers by sharing data with advertising technology providers for the convenience of advertising.

Brands must clearly state what data they are sharing and give consumers the right to opt out of sharing with third parties. This transition could present a major challenge not only in terms of implementation and compliance, but also in terms of its potential impact on marketing. Marketers will want to create the best possible case for customers to process and share the necessary data, explaining that price exchange makes customer data possible.

Complying with the new privacy law will require some legwork, but if companies fix it, they can turn privacy challenges into opportunities. Eliminating regulatory liability is a big win, but increasing consumer confidence is the most important win.

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