Online privacy laws are about to change. Well-established publishers are calling for the proposed laws to be reconsidered before they are even introduced. They claim that there will be wide reaching consequences beyond the intended protection of consumer data. Namely, that the new regulations could inadvertently give the big three (Google, Apple and Facebook) too much control over advertising and personal data.
The worry is that the new regulation around cookies will make it impossible for them to target audiences with relevant ads. The change will allow users to make a once-off decision to accept or reject cookies from all sites. Publishers fear that audiences will take the simplest route when presented with this choice and disable all cookies.
Because Google et al have their own data mining capabilities they could still target audiences. Thus, creating what Publishers believe to be an unfair trading environment. Agencies and Brands would likely choose the targeting capabilities of the big three over the smaller publishers. A situation, which publisher’s claim, could ultimately damage quality journalism.
Recent new cycles have been dominated by stories of ads running beside inappropriate content. It’s focused attention on brand integrity and the ability to target consumers accurately online.
Some players, like Snapchat for instance, have seen this as an opportunity to dial up their brand safety credentials! They have partnered with Integral Ad Science (IAS) to tackle concerns over brand safety head on. It’s a clever move given the current environment – one that encourages transparency across the platform and which is precisely what consumers are expecting today.
IAS will not be focusing on the user generated content on the app. Its attention will be directed at the quality of media content that brands are uploading. Snapchat’s play is that by diminishing negative advertising practices from the app, they will leapfrog competitors in the trust and transparency space.
Interesting times ahead for both the bigger players and smaller publishers.