Putting the Consumer at the Heart of Data Strategy
How Identity Management and Privacy can Coexist
The ad industry is going through a period of complex change as technology and legislation around data are rapidly evolving. The impact is being felt across the industry and various players are trying to adjust to the changes by ensuring consumers feel comfortable about how their data is processed and that their privacy concerns are addressed.
Key changes include the deprecation of the third-party cookie (with Chrome looking to stop supporting third-party cookies over the next two years), as well as updates with device ID such as Apple’s iOS 14. These modifications have deep ramifications for many in the ad industry and all players are trying to better understand the full extent of the impact. Combined with privacy regulations such as GDPR in Europe and CCPA in the U.S. publishers and other owners of first-party data have had to adjust and ensure that consumers have options to manage the personal information that is collected, shared and used.
In this thought leadership piece from the FreeWheel Council for Premium Video (FWC) we address the evolving state of identity management and privacy in the world of premium video advertising. We look at the implications of some of these changes, who the data players are and what they do, and what the future holds.