Protecting consumer privacy and the handling of data continues to be a defining factor in modern marketing on both sides of the Atlantic. With the adoption of the EU's Digital Markets Act (DMA) brands/advertisers now face into a new set of rules, many focused on the right for businesses and advertising platforms to leverage consumer data. The key element for advertisers to take heed of is encapsulated in the following statement from the EU Commission, stating that 'gatekeepers' may no-longer: track end users outside of the gatekeepers' core platform service for the purpose of targeted advertising, without effective consent having been granted
So who are these 'gatekeepers'? Think “the Big 6” (Google, Amazon, Apple, ByteDance/TikTok, Meta, Microsoft) - Defined by the EU Commission as 'Gatekeepers are large digital platforms providing so called core platform services, such as online search engines, app stores, messenger services.'
The clearest expression to-date of the impact this is having on digital advertising is Google's 'Consent Mode' impacting DV360, SA360 or CM360 & Google Analytics. This functionality enables an advertiser to communicate your users’ cookie or app identifier consent status to Google so that Google related tags adjust to their behaviour and respect users’ choices regarding the use of their data. Despite Google's capabilities via 'enhanced conversions', overall this will lead to less trackability of users via cookies (3rd or 1st party) and other mobile identifiers and a significant impact on all forms of retargeting lists which rely of these methodologies.
These regulatory changes and the corresponding industry responses further accelerate the push by advertisers to bring their 1st party customer data to media - AUDIENCES remains the industry leading solution for achieving this in a data secure and privacy safe way
For the full detail on the DMA, refer to the EU Commission's guidance here. Following the initial proposal of the European Commission in December 2020, the Regulation was adopted by the European Parliament and the Council on 14 September 2022. It was published in the Official Journal on 12 October 2022. The DMA entered into force on 1 November 2022 and become applicable on 2 May 2023 with the full application of obligations from March 2024.
Leading advertisers are already using AUDIENCES to accelerate activation of 1st party data across advertising with zero compromise to privacy or security.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data.