A Marketer’s Guide toPrivacy-Enhancing Technologies

The digital advertising ecosystem is shifting. As data use across devices rises and people become more aware of how their data is being used, they are demanding more protections and more control of their data. Technology platforms and regulators have responded to these demands with platform policy changes (e.g., iOS14 update, third-party cookie deprecation, etc.) and privacy regulations (e.g. European Union General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), etc.) that have a real impact on digital advertising. Data used to optimize, deliver, and report on mobile and web conversion events – tactics upon which the ecosystem is built – are being upended to reimagine digital advertising. The vision is a more responsible digital advertising ecosystem that respects users’ privacy and engenders trust. Some in the industry are focused on restricting data sharing, while others are looking to rebuild systems with privacy-centric safeguards. Now, marketers, AdTech firms, and platforms have the opportunity to leverage technical solutions that deliver user protections AND advertising performance – privacy-enhancing technologies (PETs).slowly setting on third-party cookies on Chromium-based browsers, PETs are being explored to solve for alternative privacy-enabled activation, measurement and targeting. There are also consortium-led proposals, and collaborations among different parties in the AdTech industry, to find industry solutions that can deliver private cross-platform, customer matching, and measurement between advertisers and publishers.

A Marketer’s Guide toPrivacy-Enhancing Technologies