If you were on Linkedin at all yesterday, you probably noticed that January 28th is #DataPrivacyDay (if you didn’t already know, now you know) . A day created to bring awareness to the work many of us do every day with data, privacy, cybersecurity and protecting the user. We thought for a bit of a change we would roundup some of the most relevant, recent news and must-read articles to catch you up on what’s going on in the world of data privacy. If you don’t have the time to read, don’t worry, we got you. Check out the TLDR under each article 😉.
Three Ps: Privacy, Publishers, Platforms
Privacy is a topic that most of us care about for our own personal safety yet it's become a massive undertaking for both Publishers and Platforms. Take a look at some of the articles below on privacy risks and the repercussions.
TLDR: The European Parliament offered employees and members of the European Parliament (MEP) COVID-19 PCR tests through an intranet website. When accessing the website, members of the European Parliament discovered that the website sent over 150 third-party requests, which dropped cookies on their browsers. The website’s cookie banner notification did not list all of the cookies placed on the browser and nudged users to accept all cookies, which fell short of a valid legal basis. It also violated EU laws of personal data from the EU to the US, which is subject to very strict conditions. Websites must refrain from transferring personal data to the US where an adequate level of protection for personal data cannot be ensured.
WhatsApp With That...
As publishers and platforms, ads are what keeps the business running but it comes with risks around privacy. Advertisers need detailed information around a user in order to provide the most relevant ad and third-party cookies are the answer to doing that but without consent from the user, you risk trouble similar to Grindr, and the European Parliament.
Google’s solution for Privacy: FLoC
If you didn’t already know by now, Google’s been working on a solution to fix these privacy concerns. Unless you’ve been under a rock, you heard about Google ending third-party cookies for Chrome. It shook the advertising world and put the industry in a bit of panic. Why would they do such a thing? Well, their reasoning is around protecting people’s privacy and keeping their information safe. On Monday, January 25th, Google introduced their new solution, which will replace third-party cookies, and it’s called FLoC.
What the FLoC...What is FLoC?
TLDR: FLoC stands for Federated Learning of Cohorts, which is an API that enables ad targeting based on user’s general interests. As Chetna Bindra, product manager at Google points out, “it’s a new way for businesses to reach people with relevant content and ads by clustering large groups of people with similar interests.” Unlike third-party cookies, which targets an individual user’s browser and web behavior through cookie-dropping, FLoC hides individuals “in the crowd” and uses on-device processing to keep a person’s web history private on the browser. It’s already proven to be an effective replacement signal for third-party cookies, showing that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising.
Only time will tell if Google’s solution will work for the industry but in the meantime, companies have turned to Consent Management Platforms (CMP) in the hopes that they will comply with the law. Confiant’s Senior Product Manager, Danielle Koffler puts it simply, “you may understand ad tech, does your CMP? CMPs don’t protect you from rogue tracking in real-time” This is why we’re working on something that’ll help you identify unauthorized tracking and help you understand the risk level of your known (and unknown) ad tech partners. Stay tuned 😏.