Intending to protect users privacy, Google announced changes on its policy that would limit the usage of cookies. Does this change affect  the way we advertise online?

Google’s initiative is part of the digital trend of protecting each time more the users data on the Internet. The European legislation, GDPR (General Data Protection Regulation), has been active for almost a year now, and is the most strict of its kind. The State of California, in USA, is about to update its legislation as well. This legal trend will not delay in arriving to LATAM.

Do these changes affect the Digital Marketing? Many platforms use cookies and Third Party Data in digital advertising to segment audiences. The main problem with this kind of data is that, depending on the source, the quality of the information can be adulterated and can not be validated. However, many platforms use it.

It is now necessary to overthink strategies that take into consideration the users’ needs, in terms of transparency and control of the data they decide to share (or not). Flavio Pallotti, CEO at Octopus Digital Group, said that “it is important to pay attention to what the user is asking for. Many brands we work with are already doing it, even those who have nothing to do with the EU, are requesting GDPR Compliance platforms. These brands adopting internal privacy policies to protect data are now at the forefront of the trend but also showing respect for the user”.

Then isn’t it true that customers prefer personalized ads? According to Prabhakar Raghavan, SVP at Google Ads & Commerce, “our experience shows that people prefer ads that are personalized to their needs and interests —but only if those ads offer transparency, choice and control.”

Turning an ad into a recomendation without making the user feel invaded is every brand’s dream that came true thanks to Artificial Intelligence and First Party Data. How? By trusting platforms such as Ogury, that can detailed analyze the mobile user journey and understand their interests and preferences in a responsible way, and that can also serve high impact ads.

Shall we forget about hypersegmentation? Of course not. The challenge for marketers is now to find those sources that let us identify the perfect user, respecting his privacy and personal data.