Industry Contributor
12 Aug 2019 -
2 min read
Data privacy-first ads are the new black - winners and losers
By Paul McIntyre
- Executive Editor
As the pressure rises for tighter user data privacy protections, commercially available data will be squeezed. Here's Digiday's take on the winners and losers in a new data privacy-first regime. Australia take note.
Winners:
- Contextual targeting
- Authenticated-consent buys
- Scaled log-in strategies
- Consumers
Losers:
- Real-time bidding
- Third-party cookie addicts
A rewiring of the Australian media buying mindset, particularly among programmatic buyers, should be a high priority as the pool of data sources to pull from for behavioural targeting becomes increasingly restricted by regulators. Contextual targeting is a back-to-the-future scenario. Those who have been around long enough will remember that's what pretty much drove media mix planning before it was crushed online. Contextual targeting is going to get a contemporary take but programmatic buyers are mostly fixed on performance metrics and user behaviour inputs. Changes are coming.
