Published June 24, 2021 | Updated July 28, 2021
Adhering to consumer data privacy regulations and being transparent about what you do with consumer data aren’t just choices anymore – they’re necessary.
New data privacy regulations will continue emerging as consumer data continues to be utilized in new ways for targeting and personalization. While this may introduce new roadblocks or concerns for brands in the short-term, the long-term benefits shouldn’t be forgotten.
79% of Americans feel concerned about how their data is being used by companies.
The enforcement of these rules will make it easier for consumers to trust brands, especially as we move forward in an age where brand trust will only be increasing in importance.
Stay tuned to this article as we keep it updated with the latest stats, trends, news, and more around consumer privacy initiatives and the impact on your ecommerce brand.
By the end of 2022, programmatic ad spend will approach $100B.
As the most efficient, scalable way to buy digital ads, programmatic should be a strategy every marketer considers in 2021. In this report, uncover full-funnel strategies, an in-depth analysis of programmatic ad types, & more to unravel the mysteries behind programmatic.
New infographic: Programmatic advertising in the era of cookieless
Google recently announced that third-party cookie deprecation will occur in late 2023, a significant push from the original early 2022 timeline. The delay will provide some relief to advertisers and publishers. In October 2020, programmatic buyers rated their organizations’ readiness for cookie deprecation at only 3.5 on a scale of 1-5.
In this infographic, you’ll uncover data and stats about post-cookie attribution and targeting for programmatic, strategies brands are using to navigate the loss of cookies, and how cookie deprecation will impact ecommerce and brands that use programmatic advertising. You’ll uncover answers to questions like:
- How do marketers and decision-makers plan to measure targeted advertising after cookies go away?
- What are the top challenges digital media professionals are facing in 2021?
- Are digital advertisers ready for third-party cookie deprecation?
Third-party cookies to be deprecated by late 2023
Last month, Google announced that the deprecation of third-party cookies will be delayed until late 2023 after previously planning for early 2022. According to a blog post from Google, “more time is needed across the ecosystem to get this right.”
Third-party cookies will be completely phased out on Chrome over a three-month period starting in mid-2023 and ending in late 2023.
With global initiatives to protect user privacy online intensifying, delaying the shift away from cookies will help ensure the right decisions are made to keep consumer data secure and avoid covert practices.
Marketing strategies have relied on cookies as a proxy for identity since the dawn of digital. With Chrome having nearly 70% of the market share for browsers, this shift will have a huge impact on how brands track, target, and engage with customers.
Third-party cookies provide data about a shopper’s interests, past purchases, frequently visited websites, and more. Any brand that uses data for online advertising and targeting will be impacted by Google’s decision to phase out third-party cookies on Chrome.
July 14 update
Consumer privacy + cookieless
Since the dawn of digital, marketing strategies have relied on cookies as a proxy for identity. But the world of marketing is changing. The departure of browser-based tracking is upon us.
By late 2023, Google will phase out third-party cookies running on Chrome and transform how brands track, target, and engage with customers.
In other words, web tracking as we know it is going away.
Adhering to consumer data privacy regulations and being transparent about what your brand does with consumer data is no longer a choice. Brands large and small will need to reimagine how they collect and leverage data throughout all stages of the funnel, from new customer acquisition to remarketing. Attribution, unique visitor counting, and retargeting will all change when cookies go away.
Third-party cookies provide data about a shopper’s interests, past purchases, frequently visited websites, and more. Any brand that uses data for online advertising and targeting will be impacted once the third-party cookie shoe drops.
July 7 update
Apple’s iOS 14.5 update: Impact on ecommerce brands
Apple’s iOS 14.5 update took place in April 2021 and shook things up for any brand advertising through an iPhone app.
With iOS 14.5, Apple requires users to provide explicit permission for apps to collect and share data through their unique Identifier for Advertisers (IDFA). The Identifier for Advertisers (IDFA) is a random identifier assigned to each iOS user that advertisers use to deliver personalized ads. It is also used for tracking and attribution.
To collect permission, Apple is enforcing a Tracking Transparency Prompt (ATT) in the App Store. Apps that do not adopt the prompt will be blocked from the App Store. Long-term impacts will include reduced tracking capabilities and reduced personalization for users.
The percentage of iPhone users sharing their unique Identifier for Advertisers (IDFA) with apps is expected to drop from 70% to as low as 5%.
For Facebook advertisers, the update means seven-day click reporting won’t include data for users who have opted out. For users who opt out of tracking, data will only be gathered around their highest-priority event using a one-day click attribution model.
For brands pushing paid search campaigns on Google, budgets, targets, or bids should be adjusted and campaign performance and delivery should be closely monitored to stay on track with goals.
June 30 update
Consumer privacy concerns: Just the stats
- 84% of shoppers want more control over how their data is being used (Cisco)
- 79% of Americans feel concerned about how their data is being used by companies (Pew Research)
- 54% of consumers say companies don’t use data in a way that benefits them (Tableau)
- 96% of Americans say more should be done to ensure companies protect consumer privacy (Consumer Reports)
- 40% of consumers say privacy around the apps they use is very important (McKinsey)
June 24 update
Consumer privacy in 2021: Where we stand now
Some of the biggest privacy initiatives impacting marketers leading up to 2021 are the General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and California Privacy Rights Act (CPRA).
Failing to adhere to these privacy protection regulations can have dire consequences for brands. Businesses can be penalized large amounts of money by courts or sued by individual consumers.
First effective in 2018 and 2020 respectively, the GDPR and CCPA will remain important for brands who use consumer data in marketing efforts. CPRA regulations aren’t yet in effect.
- General Data Protection Regulation (GDPR): Lays out seven key principles for businesses that collect consumer data in the EU: lawfulness, fairness, and transparency; purpose limitation; data minimization; accuracy; storage limitation; integrity, confidentiality, & security; and accountability.
- California Consumer Privacy Act (CCPA): Gives consumers the right to know what personal information of theirs is being collected, used, shared, or sold, the right to delete personal information held by businesses, and the right to opt out of sale of personal information, among others.
- California Privacy Rights Act (CPRA): An extension of the CCPA that adds new criteria for which businesses are regulated, a new category of sensitive personal information, new and modified consumer privacy rights, and more. California voters approved its creation in November 2020 and measures will go into effect in January 2023.