Marketing privacy
MarTech is your source for marketing privacy content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Google’s third-party cookie delay: Adtech reacts
The adtech and data world reacts to Google's latest delay on the death of third-party cookies.
Google again delays third-party cookie deprecation
Cookies will now remain in operation on Chrome until late 2024.
Only 11% of US businesses fully comply with CCPA privacy law
B2C and B2B companies are equally poor at compliance.
Federal data privacy bill could make life easier for marketers
It would override state privacy laws and set tough standards for gathering and using personal data.
Guarantee trust by handing privacy power back to the consumer
The way to break marketing's "privacy paradox" is to lead with first-party data transparency.
How clean, organized and actionable is your data?
Getting the most from your CDP depends on data hygiene.
OneTrust lays off 950 employees
Privacy management startup hit by flight of capital out of VC funds.
IAB Tech Lab prepares digital media industry for ‘watershed moment’
AT IAB Tech Lab’s Transcend event in New York, CEO Anthony Katsur and others laid out their vision to navigate privacy, clamp down on fraud and grow CTV.
InMobi to leverage Infutor’s identity graph data
The mobile marketing platform will supplement first-party data with data drawn from Infutor's extensive consumer-based identity graph.
FTC hits Twitter with snark and $150 million fine for allegedly selling security data to advertisers
Company broke previous promise to protect users' personal information.
The power and limitations of universal IDs
Universal IDs show promise as an alternative to cookies, but the space remains immature and confusing.
How digital-first customers respond to trust-based marketing engagement
Salesforces’s State of the Connected Customer report shows high demand for top-level service and experience. Delivering this builds trust.
A guide to the strange new world of identity resolution
What are the strengths and weaknesses of different data providers?
Why we care about data clean rooms
Clean rooms create an opportunity to drive insights from anonymized data pooled in a neutral space by brands and publishers.
Good morning: Data, data everywhere
Plus the ESG50. Fifty tech executives making a difference in environmental, social and governance initiatives.
Consumers aren’t so worried about data misuse by advertisers
But they do want to know just how their data will be used, a new survey finds.
ActionIQ integrates with clean room platform to activate second-party data
The partnership with InfoSum will enable brands and publishers to enrich their first-party data.
3 challenges of building customer trust in a privacy-focused world
Building customer trust is vital to the success of any brand. Here's how marketers can increase trust without sacrificing something just as important -- privacy.
App opt-in rates climb despite Apple’s permission requirements
Rate hits 25%, up 9% since the release of AppTrackingTransparency feature.
The Digital Markets Act will have downstream effects on marketers and consumers
Ripples will spread beyond the tech giants, but right now its hard to predict specific outcomes.
Europe moves to end dominance of Big Tech
The Digital Markets Act will place restrictions on operations of the biggest tech "gatekeeper" companies and may force changes to their business models.
IAB Tech Lab finalizes first addressability solution
Seller Defined Audiences are based on publisher-side first-party data.
Adobe Advertising Cloud now supports LiveRamp’s identity solution
Adobe users will be able to use the RampID identity graph to segment audiences across a range of advertising channels.
Good morning: How will you reach your audiences?
Plus, please take our quick survey about roles and salaries in marketing.
LiveRamp’s ATS identity solution adopted by Hearst magazines
LiveRamp picks up a premium publishers as a client for its Authenticated Traffic Solution.
Good morning: Here comes the Android Privacy Sandbox
What's behind Google's announcement that it's focusing on privacy for Android phones?
Android to follow the iPhone in restricting cross-app tracking
Google introduces a Privacy Sandbox for Android with the aim of promoting privacy around advertising.
Qualtrics partners with Wyng to bring zero-party data to customer microexperiences
A connector will allow Wyng's zero-party data to be ingested directly into Qualtrics' XM platform to support highly personalized experiences.
Mozilla and Meta are working on privacy-preserving attribution
The solution would allow advertisers access to aggregate data on campaign performance without links to individual user behavior.
Good morning: Are brands tuned out on the addressability crisis?
The voice of the brand marketer has been very subdued as if expecting agencies and adtech to solve for targeting and personalization.
Marketers look to adtech and agencies to solve the addressability problem
IAB is striving to establish common standards and APIs for a no-tracking advertising eco-system, but the industry is pulling in different directions.
Addressability is a ‘slow-motion train wreck,’ says IAB CEO
In a forceful speech to the Annual Leadership Meeting, IAB CEO David Cohen decried incrementalism and caution in an industry facing major challenges.
IAB Europe agrees to change Transparency and Consent Framework for EU ad industry
The ruling by Belgium’s APD for GDPR violations also included a 250,000 euro fine.
Google’s Topics API provokes a range of reactions
Some praise Google's replacement for FLoC while others are quick to point out its limitations.
FLoC is off the table as Google switches to targeting by Topics
Forget FLoC says Google, betting instead on topics of interest as a means of segmenting and targeting audiences.
Attorneys general sue Google over location marketing practices
There's sinister talk of "dark patterns" used by Google to track users and improve Google ad performance.
Prioritizing data privacy leads to brand trust
A new survey from MediaMath confirms consumers really do care how brands handle their personal information.
Good morning: Please fill out this form
Groups supporting legislation to ban the use of personal data to target ads are asking for your personal data.
Data and privacy concerns grow among consumers
A study from GroupM shows declining enthusiasm for new technologies and data sharing.
2022 Predictions: Data strategy and privacy
Experts tell us how marketers will use data analytics to manage more effective customer engagement and staffing in physical locations.