{"id":3971,"date":"2022-10-27T15:39:37","date_gmt":"2022-10-27T19:39:37","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/10\/27\/the-future-of-privacy-and-how-you-can-prepare\/"},"modified":"2022-10-27T15:39:37","modified_gmt":"2022-10-27T19:39:37","slug":"the-future-of-privacy-and-how-you-can-prepare","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-future-of-privacy-and-how-you-can-prepare\/3971\/","title":{"rendered":"The Future of Privacy \u2014 and How You Can Prepare"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Chetna Bindra<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>This article has been updated to reflect<\/em>\u00a0<a href=\"https:\/\/blog.google\/products\/chrome\/get-know-new-topics-api-privacy-sandbox\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em><\/em><\/a><\/p>\n\n\n\n\n<u>ongoing evolutions<\/u>\n\n<p class=\"wp-block-paragraph\">It might be hard to imagine a functioning digital ads ecosystem without \u200bthird-party cookies, which are used to track people\u2019s browsing habits across websites. How will you deliver relevant ads that align with people\u2019s interests based on the websites they visit? How will you know whether people interact with your ads across the web and then take action on your website as a result?<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Well, that\u2019s the idea behind the\u00a0<a href=\"https:\/\/privacysandbox.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><\/p>\n\n\n\n\n<u>Privacy Sandbox<\/u>\n\n<p class=\"wp-block-paragraph\">This approach is made possible thanks to privacy-preserving strategies.<\/p>\n\n\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li data-block-key=\"5qn21\">Instead of tracking individuals across the web to find out their interests, the browser will share the observed topics of recently visited sites without any connection to an individual.<\/li>\n \t<li data-block-key=\"cmc14\">Instead of having companies collect people&rsquo;s information in the course of showing them ads, that information can be kept on each person&rsquo;s device so it stays private.<\/li>\n \t<li data-block-key=\"5kld5\">Instead of measuring how people respond to ads in a way that could reveal their identity, individuals can be kept anonymous by limiting how much data can be shared about them.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">A change of this magnitude can certainly seem complicated and technical, but this is where Google and other ad tech companies can help. We\u2019ll do most of the work behind the scenes, switching from third-party cookies to these privacy-first alternatives, so you\u2019ll still be able to buy and sell ads on the platforms you rely on today \u2014 but through technology that is private by design.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s how three advertising use cases will be supported by the technology being developed in the Privacy Sandbox.<\/p>\n\n\n\n\n\n\n<h2 class=\"wp-block-heading\">SHOW INTEREST-BASED ADS<\/h2>\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"801\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2022\/11\/insert001.jpg\" alt=\"\" class=\"wp-image-3973\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert001.jpg 1600w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert001-300x150.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert001-1024x513.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert001-768x384.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert001-1536x769.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n<h2 class=\"wp-block-heading\">ENGAGE PAST SITE VISITORS<\/h2>\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"801\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2022\/11\/insert002.jpg\" alt=\"\" class=\"wp-image-3974\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert002.jpg 1600w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert002-300x150.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert002-1024x513.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert002-768x384.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert002-1536x769.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n<h2 class=\"wp-block-heading\">MEASURE CONVERSIONS FROM ADS<\/h2>\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"801\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2022\/11\/insert003.jpg\" alt=\"\" class=\"wp-image-3975\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert003.jpg 1600w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert003-300x150.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert003-1024x513.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert003-768x384.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/insert003-1536x769.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n<p class=\"wp-block-paragraph\">In addition to these use cases, the\u00a0<a href=\"https:\/\/privacysandbox.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><\/p>\n\n\n\n\n<u>Privacy Sandbox<\/u>\n\n<h2 class=\"wp-block-heading\">How we get there<\/h2>\n\n<p class=\"wp-block-paragraph\">New open-source browser technologies, like the ones being developed in Chrome\u2019s Privacy Sandbox, typically go through a few stages before being broadly adopted. Proposals generally start with a public evaluation and experimentation period, when companies can discuss, test, and provide feedback to build confidence and demonstrate the effectiveness of an approach.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While the proposals mentioned above are currently still in the first stage, the goal is to have each proposal launch as features in Chrome and any browsers that decide to adopt the new technology. Then ad tech companies can start using them in their products.<\/p>\n\n\n\n\n\n\n<h2 class=\"wp-block-heading\">What you can do now<\/h2>\n\n<p class=\"wp-block-paragraph\">Changing consumer attitudes toward privacy and regulation mean that we have to come up with an alternative to today\u2019s practice of tracking people across the web. We believe the Privacy Sandbox offers the best path for the industry in the long run, giving businesses the tools they need, while ensuring people get the privacy they want. And, keep in mind, advertising providers will do most of the heavy lifting \u2014 swapping out third-party cookies with new, privacy-first technologies behind the scenes.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the meantime, here are some important steps you can take today that will work well alongside the Privacy Sandbox technologies when they\u2019re ready:<\/p>\n\n\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li data-block-key=\"89bo1\">Look for opportunities to build direct relationships with customers. These relationships should be supported with a&nbsp;<a href=\"https:\/\/support.google.com\/tagmanager\/answer\/7582054?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"><u>comprehensive first-party measurement solution<\/u><\/a>&nbsp;for your website that has the appropriate tagging and consent infrastructure.<\/li>\n \t<li data-block-key=\"ulty4\">Take advantage of solutions that use automation and machine learning to help identify trends and&nbsp;<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-154\/marketing-strategies\/data-and-measurement\/conversion-measurement-in-a-cookieless-world\/\"><u>model results<\/u><\/a>&nbsp;when there are gaps in your data.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">To learn more about the steps you can take today to help you navigate the changing privacy environment, read our privacy playbook for\u00a0<a href=\"https:\/\/g.co\/marketerprivacyplaybook\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><\/p>\n\n\n\n\n<u>marketers<\/u>\n\n<p class=\"wp-block-paragraph\"><em>This article first appeared on\u00a0<a title=\"https:\/\/www.thinkwithgoogle.com\/\" contenteditable=\"false\" href=\"https:\/\/www.thinkwithgoogle.com\/\" target=\"_blank\" rel=\"noopener\">Think with Google<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here\u2019s how three advertising use cases will be supported by the technology being developed in the Privacy Sandbox.<\/p>\n","protected":false},"author":7,"featured_media":3972,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-3971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast 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