Do you know who the biggest seller of your personal data to third parties online is?
If you said “Google” then you’re 100% right. Google is a leader in collecting and distributing user data that is being sourced through the company’s search engine, Chrome web browser and other services.
It is not surprising that with such a monopoly on personal information, users of Google services are following the recent industry push for stricter privacy controls instigated by Apple in 2020 and have waited to see the company’s response to changing targeted advertisement rules.
Well, Google messed it up.
The company declared at the beginning of 2021 that their most popular product, the web browser “Chrome”, will implement tighter privacy controls into third-party “cookies” and “pixels” with an update scheduled for early 2022. The audience of the browser welcomed that announcement and prepared to test the new features. Suddenly and quietly, Google backtracked the initial message in June 2021, claiming that the new privacy features for Chrome will be implemented no earlier than mid to late 2023. You guessed it, the Chrome user base of around 2.6 billion people was not happy to hear that.
What does Google’s decision mean for us as business owners?
It means that even the mighty titan of advertisement is not ready to change its capitalization model just yet and IS STILL DEPENDENT ON the USER’S DATA. What else does that mean?
Our customers and the audience is aware that WE TRACK THEM AND THEY DON’T LIKE IT. According to the recent study by Forbrukerradet, 80-90% of people online are not okay with being tracked.
Even more, a growing number of people are actively searching for ways to hide their identity from surveillance-based advertisements. The market is answering to the rising interest in online privacy by providing users with new methods to avoid being identified by advertisers. There is a significant push for “masking” services such as secure web browsers, file managers, ad-blockers, and VPNs. The more people use these, the less effective targeted advertisement is getting.
It is also noticeable that brand loyalty and positive consumer behaviour are being influenced by the company’s advertisement policies and handling of user’s data. The customers are becoming more educated and tech-savvy than they have ever been, especially the youth. Nowadays, it is especially important to indicate to them that your brand follows the right trends.
What is the best way to deal with your clients demand for increasing levels of privacy?
The best way is to just talk to them. Be open and transparent about what data you collect, what data is used for and what, if an, security risks might be associated with it.
Address the push for privacy in your email broadcast or social network posts or blog. Don’t be afraid to ask your clients their opinion on the matter. It is always good practice to show that you aren’t just a business drone, but a real person that is always ready for a conversation. Education on the matter is the fairest and most positive way to address the problem.
Want to learn how we gather and use data?
