The evolution of privacy and the cookie-less future

by | Oct 28, 2022 | Technology

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The data privacy landscape is shifting increasingly in favor of consumers. This is because, over the years, it’s become transparent how increasingly non-transparent companies are with the data they collect about you.

There isn’t one overarching law in the U.S. that comprehensively standardizes regulations on how companies collect, store and share customer data. There are various industry-specific laws (like HIPPA, COPPA, and maybe ROSCA comes the closest at present), but nothing that comprehensively holds companies accountable for the customer data they are collecting, storing and selling in a standardized way.

And so begins, what I like to call, the road to regulation.

Before GDPR in 2018 (the massive EU push for General Data Protection Regulation), Apple launched ITP (Intelligent Tracking Prevention) in 2017, which limited website tracking capabilities in Safari. GDPR was shortly to follow. Since then, we’ve had Firefox cookie blocking, CCPA (California Consumer Privacy Act), Apple’s ATT (App Tracking Transparency) and various state-level regulations following CCPA (including Colorado, Connecticut, Utah and Virginia). All of this to say, Chrome phasing out its third-party cookies is on brand for this ongoing privacy evolution. (Regardless of when it actually takes place, now slated for 2024).

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Building consumer trust

So, what does this all boil down to? Consumer trust. I mean, isn’t trust the foundation of any healthy relationship? My POV has always been that brand safety is a two-way street. Oftentimes (especially in my prior days as a media buyer), the brand …

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