Most of us are uneasy with our personal information being shared across the internet, especially when we don’t know who has access to it or what it’s used for. In recent years, “data privacy” has gained attention as the advertising industry seeks better ways to protect personal information in the increasingly complex digital world.
What is data privacy?
Simply put, it refers to an individual’s right to control when, how, and to what extent their personal information is shared with others. This includes details like their name, location, contact information, and both online and offline behavior.
Without explicit consent, websites you visit can collect and store information about you, like your address, contact details, education level, and even shoe size. This data can then be used by the website—or sold to other companies—for targeted advertising.
Most of us have experienced the annoyance of being followed around the internet by the same ads based on our previous searches, even after purchasing the product or losing interest.
Rising demands for privacy
In their study, Twilio found that 98 per cent of consumers want brands to do more to guarantee the privacy of their data, as well as be more transparent about how their data is used.
People are increasingly using tools like VPNs, privacy-focused browsers, and ad-blockers to protect their privacy online.
Apple, the technology giant behind the iPhone and iPad, has positioned itself as a champion of privacy. To safeguard its users, Apple introduced a privacy feature that allows them to choose whether an app can track their activity across other companies’ apps and websites for advertising purposes. Apple’s focus on privacy isn’t new—it began restricting third-party cookies in its Safari browser as early as 2017. This privacy-centric approach may be the reason Apple’s customer loyalty reached 93% in the US in 2023 (Bloomberg).
The advertising industry has now entered an era where privacy is at the forefront, due to users’ rising demands for privacy, along with strengthened regulations, browser controls, and advancements within AI and technology.
What is privacy-first advertising?
Privacy-first advertising refers to a marketing strategy that prioritises the privacy of users by targeting consumers without using their personal information.
Universal identifiers, data clean rooms, and contextual advertising are among the most popular privacy-first solutions on the market today.
These strategies protect user privacy while also helping advertisers overcome challenges in reaching audiences as more people reject cookies and online tracking.
Targeting interests, not personal data
Looking closer at contextual advertising, this solution targets consumers through their current interests instead of their personal data. Powered by AI, advanced contextual targeting has the ability to understand millions of articles a day.
By analysing keywords, phrases, images, videos, sentiment, and the overall semantic meaning of the content, it gets a human-like understanding of the article. Going beyond isolated articles, contextual AI can comprehend the connections between articles and understand where users’ true interests lie within this complex content universe.
For example, it can determine whether ethical fashion buyers are also into luxury travel. This allows brands to target precise interests in real-time, rather than broad stereotypes, capturing their target audience’s attention and engaging them at the optimal moment while respecting their privacy.
So, instead of tracking your behaviour across the internet and storing personal information about you, contextual advertising focuses only on what you are currently viewing. For example, a consumer reading an article about the latest fall fashion trends might see ads for new shoe collections. Thanks to contextual AI, this is achieved without knowing the user’s shoe size, name, gender, or any other personal information, ensuring complete anonymity.
Everyone deserves to feel secure online, confident that their personal information won’t fall into the wrong hands or be used without their consent.
Privacy-first advertising is gaining traction, focusing on strategies that don’t rely on users’ personal information. Solutions like contextual, which don’t rely on personal information, are becoming increasingly essential.
After all, how much does our age, education level, or shoe size really reveal about us? Isn’t what truly sparks our passion more important?
By Sherry Mansour, Managing Director at Seedtag MENA.
