Consumers are increasingly concerned about their digital privacy. In response, technology platforms, like browsers and mobile operating systems, are moving away from individual-level identifiers toward privacy-preserving technologies, like aggregation and on-device processing for advertising. Marketers are likely to see fluctuations in ad performance unless proactive measures are taken.
To help you meet both customer expectations and your marketing goals, Google developed a guide that shows how our marketing and ad tools equip you to deliver a privacy-safe experience. It also includes examples of how leading marketers are already making the shift.
Take these three key actions, described in the guide, to move toward privacy-safe growth and to future-proof your digital marketing.
- Collect first-party data. First-party data, like email addresses and customer purchase history, is accurate and privacy-safe, since users provide you this information directly as part of your relationship with them.
- Measure the data accurately. Proper tagging and measurement can help ensure that you’re seeing a representative view of performance across channels.
- Activate your data with automation. Modelling and automation help you make the most of your first-party data by pairing it with other available signals to give you the most complete picture possible.
Check out our playbook for privacy if you’re a leader looking to incorporate privacy-focused best practices into your digital strategy.