{"id":8674,"date":"2025-06-12T01:40:03","date_gmt":"2025-06-12T05:40:03","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/06\/12\/privacy-has-changed-consumer-behaviour-advertising-needs-to-adapt-not-debate-it\/"},"modified":"2025-06-12T06:31:33","modified_gmt":"2025-06-12T10:31:33","slug":"privacy-has-changed-consumer-behaviour-advertising-needs-to-adapt-not-debate-it","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/privacy-has-changed-consumer-behaviour-advertising-needs-to-adapt-not-debate-it\/8674\/","title":{"rendered":"Privacy Has Changed Consumer Behaviour \u2014 Advertising Needs to Adapt, Not Debate It"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Aly Nurmohamed, CEO &#038; Founder, Nodals AI <\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Privacy isn\u2019t something happening to advertising; it\u2019s happening to consumers, impacting them in ways they may not even realise, sometimes as simply as the browser they\u2019re using.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The key to performance isn\u2019t just knowing who your customers are\u2014it\u2019s understanding the impact of privacy on their behaviour, where and how they are browsing, how to reach them in those environments, and leveraging AI to make the process faster and more efficient. Advertisers who adapt now will lead the way in digital marketing and drive impactful outcomes for their brands.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Not all privacy choices are intentional<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Privacy preferences vary widely, and not everyone is making an active choice. Broadly, consumers fall into three groups. Privacy-conscious consumers who actively protect their data and opt out of tracking wherever possible. Passive privacy consumers who may not prioritise privacy still benefit from environments with built-in protections, like Safari or logged-out media platforms that limit cross-site tracking. Trackable consumers not concerned with privacy operate in environments that allow extensive tracking, like Chrome with third-party cookies or logged-in platforms where email addresses serve as identifiers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Privacy-conscious consumers are protected by law and expect transparency in how advertisers communicate with them. Trackable consumers can be targeted with advertising, but it\u2019s important to note that at least <a href=\"https:\/\/www.exchangewire.com\/blog\/2022\/08\/12\/the-madtech-sketch-chromes-insane-addressability-problem\/\">70% of these consumers are unaddressable<\/a>. Advertisers who continue to focus budgets on the 30% of trackable consumers are severely limiting their reach.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yet, discussions around privacy in advertising often focus on policies, platform updates, and workarounds\u2014Google\u2019s five-year journey to remove cookies, GDPR, consent frameworks, and alternative IDs\u2014rather than exploring what\u2019s possible and what will actually drive performance.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Don&rsquo;t miss out on consumers <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Evolving privacy regulations and platform restrictions have changed the landscape, but it\u2019s not an all-or-nothing shift. More tracking and personal data doesn\u2019t automatically mean better performance. You need to treat each privacy group differently. If I\u2019m a high-income parent planning a holiday, I\u2019m a valuable audience\u2014but if I\u2019m a passive privacy consumer type using Safari and relying on cookies, you won\u2019t serve me an ad. Not because I\u2019m hiding, but because you\u2019re choosing not to look beyond traditional tracking.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To increase audience engagement and drive performance, brands must focus their strategies on the growing group of passive privacy consumers. This group is emerging as a distinct channel, rich with valuable audiences but requiring a new playbook to reach effectively. Traditional tracking-based advertising won\u2019t reach them\u2014advertising innovation has to follow. That means shifting toward AI-led solutions using predictive models and media owner data to stay relevant and effective.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Unlock the benefits of media owner data<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Following consumers around the internet can give you obvious\u2014but often shallow\u2014insights. Someone visits a retailer and looks at shoes, so you serve them a retargeting ad for shoes. It&#8217;s simple, but surface-level. Media owner data, on the other hand, offers something deeper. It\u2019s not just about <em>what<\/em> someone did\u2014it\u2019s about <em>why<\/em> they did it. These signals can reveal intent, mindset, and emotional context.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As the number of passive privacy consumers grows, media owners are uniquely positioned to offer powerful, nuanced insights. These go far beyond surface-level demographics or contextual cues\u2014they reflect a much deeper understanding of audience behaviours and preferences.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take a leading news publisher, for example. Imagine they can see that a reader doesn\u2019t just skim the headlines, but regularly returns to articles on sustainable investing, spending ten minutes on pieces about emerging green technologies, then engaging with in-depth analysis on their economic impact. They can track how long someone lingers on certain topics, when they\u2019re most likely to engage, and which types of content bring them back.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These aren\u2019t cookie-driven interactions; this is rich, behavioural data that reveals genuine user intent\u2014something third-party signals could never truly capture.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is the kind of intelligence media owners hold: insights built through direct relationships between content creators and actively engaged audiences. It\u2019s not just about knowing who the consumer is, but understanding what motivates them, and then reaching them with relevant, personalised messaging at precisely the right moment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By harnessing these insights alongside their existing data strategies, advertisers can not only optimise performance but also build deeper, more meaningful connections with the audiences that matter most.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Make media owner data actionable <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Not all first-party data is immediately actionable. For advertisers to truly unlock its value, they need to interpret and transform media owner signals into meaningful, usable insights. That used to be a complex, manual task\u2014but today, AI and innovation are streamlining the process, allowing vast volumes of first-party data to be analysed in real time.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Think of the difference between a search engine and ChatGPT. Search is brilliant when you need a straightforward, transactional answer\u2014\u201cWhere can I buy running shoes?\u201d But when you\u2019re looking for nuance, context, and connection\u2014\u201cWhat\u2019s the best way to build a sustainable fitness routine?\u201d\u2014ChatGPT shines.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Marketers are often searching for that same nuance. And this is where media owner data becomes incredibly powerful. By using AI to uncover patterns in content consumption, engagement behaviour, and preferences, advertisers can move beyond guesswork and focus on the signals that actually drive outcomes.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Meet your audience where they actually are<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Privacy is no longer about finding workarounds for what\u2019s been lost, but about unlocking the value in what\u2019s already available. The passive privacy consumer represents the new mainstream: high-value, high-intent audiences who are increasingly unreachable through traditional means. They\u2019re not avoiding advertising\u2014they\u2019re simply living in environments that require smarter strategies to engage.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers who continue to focus solely on the shrinking pool of trackable consumers are playing a losing game. Meanwhile, those who embrace the opportunity to innovate\u2014by partnering with media owners, applying AI to uncover deeper insights, and building privacy-forward approaches\u2014will drive stronger, more sustainable performance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now\u2019s the time to evolve your strategy\u2014and meet your audience where they actually are.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Privacy isn\u2019t something happening to advertising; it\u2019s happening to consumers, impacting them in ways they may not even realise, sometimes as simply as the browser they\u2019re using.<\/p>\n","protected":false},"author":7,"featured_media":8675,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-8674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Privacy Has Changed Consumer Behaviour \u2014 Advertising Needs to Adapt, Not Debate It | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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