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Data Transformation & The Privacy Sandbox
Data, data, everywhere.
I recorded a podcast this week with the brilliant Lara Izlan from ITV about data transformation. It was really good to step back and think about what data transformation is and how businesses can make it work in practice.
In advertising we often forget (or maybe it’s just me) that advertising is one part of the pie within a business; an increasingly important part, but only one part. What excites me when I speak to advertisers is how they’re thinking about connecting user experiences across the entirety of their business and this is only achievable through data (and data comes in tonnes of forms not just online IDs).
My two cents - don’t get me wrong, I love a good bit of SPO and cookieless chat as much as the next person and knowing the detail in this will create significant improvements/savings, but chatting to Lara about how businesses transform using data, the role advertising plays in that & how resources are organised, really got my mind ticking about the opportunities for advertisers.
You can check out the recording here - http://www.theadpod.com/
The Privacy Sandbox Timelines
The Privacy Sandbox has a new look website and easy to view timelines, making it far easier for industry members to navigate what’s in discussion, what’s testing, what’s ready for adoption and what’s live.
For those following the different initiatives, FLoC testing has completed and looks like it’ll go through another round of testing later in the year.
My two cents - cohort approaches for interest based targeting without user opt-in is optimistic from a privacy perspective and optimistic for advertisers/publishers to adopt.
Fledge is the next proposal that will be rolled out for testing in Q4 this year. Key points to note are that it asks for user permission to be added to an interest group (retargeting cited as the main use case), it runs the auction in the user’s browsers and auction data cannot be accessed by the publisher site, except to render the winning ad. Seems sensible on multiple fronts.
My good friend Simon Harris wrote an article on this earlier in the year and it covers everything you need to know.
It’s an evolution not a revolution.
You can check out the updated timelines here - https://privacysandbox.com/timeline/
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