{"id":1998,"date":"2021-11-23T01:19:48","date_gmt":"2021-11-23T06:19:48","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/11\/23\/advertisers-publishers-and-consumers-have-a-role-to-play-in-data-ethics\/"},"modified":"2021-11-23T01:19:48","modified_gmt":"2021-11-23T06:19:48","slug":"advertisers-publishers-and-consumers-have-a-role-to-play-in-data-ethics","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/advertisers-publishers-and-consumers-have-a-role-to-play-in-data-ethics\/1998\/","title":{"rendered":"Advertisers, Publishers, and Consumers Have a Role to Play in Data Ethics"},"content":{"rendered":"\n

By Aphrodite Brinsmead, Senior Product Marketing Manager, <\/em>Permutive<\/em> <\/a>\n\n\n

\"\"<\/figure>\nFollowing regulatory pressure and information about privacy in the media, consumers are more aware of the ways their data is used for advertising. And they indicate that they care. When Apple released its App Tracking Transparency controls in May, only 17%<\/a> of users permitted apps to track their data fully. Similarly, a Forrester study from 2020<\/a> showed that only 15% of consumers think it’s ok for companies to track them across devices for advertising.<\/p>\n\n\n\n\n\n

Browsers are taking a stance by blocking third-party cookies and fingerprinting. And on mobile, consumers now have the option to opt-out of data tracking within apps. However, there\u2019s still a long way to go before the advertising ecosystem takes data ethics and privacy seriously. Many players are taking a wait and see approach, preferring not to go through the tough transformation required unless they really have to. But in order to stop poor data ethics, everyone must take a stance as soon as possible. From consumers to ad tech vendors, we all need to look into who we share data with and educate ourselves on privacy best practices. We need to reset practices across ad tech.<\/p>\n\n\n\n\n

The gap between consumer opinion and behavior<\/strong><\/h2>\n

What consumers say and do aren\u2019t always aligned. Many continue to use services that rely on personal data to participate. There\u2019s an element of convenience of using digital services that means consumers don\u2019t always think about repercussions. They might complain about \u2018creepy ads\u2019 following them around the web. But few have changed their online behavior. Facebook is still the most-used social platform<\/a> in the world with 2.79 billion users globally, and over 200 million in the US, despite frequent complaints about its data standards.<\/p>\n\n\n\n\n\n

One factor that explains consumers’ hesitation to stop using certain sites, is that they don\u2019t necessarily understand how frequently data is really misused in the advertising ecosystem. Although they\u2019ve heard about public lawsuits and seen cookie restrictions, there\u2019s so much that happens behind the scenes that they\u2019re unaware of. And until a consumer is the subject of fraud or identity theft, it\u2019s easy to ignore. Consumers require better education in order to make empowered decisions about which businesses they choose to engage with.<\/p>\n\n\n\n\n\n\n\n

Additionally, consumers do accept the value exchange. Facebook and Google are dependent on consumer data to grow their revenue and consumers have become habitually dependent on them to communicate and browse the web. They know that using social media, searching for information or reading news content, for example, will likely come with a transfer of data. Tailored advertising is expected in exchange for free access. While consumers are happy to pay for some services or publications, there\u2019s a limit to how much they can afford or realize added value from.<\/p>\n\n\n\n\n

Data ethics will be increasingly important<\/strong><\/h2>\n

\u00a0<\/strong>For the first time in 2020, independent analyst firm, Gartner, added Data Ethics to it\u2019s Hype Cycle for Digital Marketing. Analysts stated that ethics will have a \u201ctransformational impact on marketing in five to 10 years<\/a>.\u201d The World Federation of Advertisers also launched its first guide on data ethics for brands<\/a>. Progress is being made. But there are still lots of questions as to how the advertising ecosystem can deliver performance and addressability while prioritizing data ethics and privacy.<\/p>\n\n\n\n\n\n

Everyone in the advertising ecosystem, including consumers, has an opportunity to start making changes for the better. As we move forward it\u2019s essential to review data usage and understand our role, both in the workplace and as consumers in influencing future data ethics.<\/p>\n\n\n\n\n