Although consumers are becoming increasingly concerned about privacy as they want great experiences, they frequently give brands mixed signals regarding privacy and personalisation. Even though 79 per cent of customers feel brands know too much about them, 90 per cent are prepared to provide behavioural data in exchange for a more affordable and convenient brand experience.
According to SmarterHQ report
- 63 per cent of consumers have stopped buying from a brand that used annoying personalisation tactics
- 66 per cent were annoyed when they were targeted too many times
- 44 per cent found it annoying when brands targeted them for too long a period of time
- 39 per cent of consumers were annoyed at being targeted for items they already bought
Google’s Topics API is far from the only solution to the third-party cookie being developed. Acxiom, for instance, is working on the 5th Cookie Initiative with the International Accreditation Forum (IAF) and data technology provider Anonos.
Businesses should embrace a spirit of transparency. Google’s vows to collaborate with external partners is a welcome step forward because the future of an ad-supported, open Internet will require collaboration and compromise among Adtech companies, publishers, and marketers.
Consumer trust in the process must be developed at every opportunity in a world where authorities are more focused on privacy. It is in everyone’s best interests to strike the correct balance between privacy protection and successful personalisation.