How do people in the industry really feel about privacy?
Last month, I heard an interesting anecdote while I was interviewing Timur Yarnall, CEO and co-founder of data verification startup Neutronian.
While we were chatting (about the company’s new score for ranking publishers based on their approach to privacy), he told me about a meeting he had at CES in Las Vegas in January with the chief product officer at a large data provider and identity company that shall remain nameless.
Yarnall was pitching his product and, in front of a full room of people, this executive said, “Nobody gives a crap about data privacy, actually, it’s all for show, and none of our clients ask about it.” 🤯
To which Yarnall, who was somewhat taken aback, responded, “Well, that’s probably because most of your clients just don’t want to know.”
But ignoring reality won’t make it go away.
Work hard (not around)
The fact is, we’re living in a new reality, and the ad industry has to accept some home truths about itself if it wants to evolve.
For example, although data minimization is becoming a core principle enshrined in US state privacy laws, including CPRA, many marketers still collect too much data. They collect more than they need, and they know it.
At an IAB Tech Lab privacy event in New York City a little over a week ago, Hillary Slattery, the organization’s director of programmatic, kicked off the day with the observation that “everyone in this room, in their heart of hearts, knows that the amount of data being collected online today is excessive.”
But the answer isn’t to downplay the seriousness of the situation in which the online advertising industry finds itself or to come up with shaky workarounds. No privacy theater, please. 🎭
Replacement solutions for addressability can’t be reskinned versions of existing technology.
“If it looks like a cookie and tastes like a cookie – chances are it’s going to crumble like one, too,” Slattery said.
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But I’m not here to be a downer!
And not everyone thinks like that aforementioned chief product officer who believes nobody gives a crap about data privacy.
Yarnall told me most of the meetings he takes are positive and the people he speaks with are open to talking about privacy and data quality.
Which is great, but it’s time to move from talk to action.
Some companies took their foot off the gas last year when Google delayed its phaseout of third-party cookies in Chrome for a second time. ⌛
But just like there’s no point in doing the ostrich thing, there’s no point in procrastinating.
Lots of inventory isn’t addressable already. Five states have privacy laws hitting this year (and two are already in effect). And, importantly, consumers (sorry, people) deserve an ad-supported internet that doesn’t, well, suck.
Agree, disagree? If you care to share, please drop me a line at [email protected].
