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Explore strategic insights from Kevin Amos, Brunner Partner, Chief Media and Data Officer.

Perspectives from Kevin Amos | Brunner

Partner, Chief Media and Data Officer

Kevin Amos

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<h2>What is Changing in Personal Data collection?&nbsp;</h2>As laws become more prevalent, gathering PII via cookies and pixels has become more complicated for digital advertising. Here is a brief summary of the current rules and laws impacting data collection.

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Cookies are small text files with small pieces of data, like a username or password, that are used to identify your computer as you use a computer network. When entering a new site, we’ve all been presented with a consent form to accept cookies, as the CPRA requires opt-in for the use of cookies on a website. However, some browsers such as Safari and Firefox opted to remove cookies altogether to better comply with new laws set in place. Google planned to deprecate cookies in the second half of 2024, but the company announced in July 2024 that they were dropping that plan. Instead, Google intends to introduce an option that will apply across its Chrome browser for users to control what information is shared.

Pixels track users across the web. From the moment the ad is clicked, the pixel begins collecting information, such as the type of browser used, the time the pixel was activated or the IP address. This information provides marketers with valuable data for placing future, targeted ads. The CPRA allows users to block websites from selling or sharing their data with third parties, such as marketers. And without the data garnered from pixels, it’s harder to measure how ad placements are performing. analytics of the success of ad placements can be diminished.&nbsp;Marketers will need alternative solutions to analyze the success of ad placements.

<h2>How Will Data Privacy Requirements Ultimately Impact Your Brand?&nbsp;</h2>There’s no doubt the changes in how companies collect and store data will continue to shift, impacting how you target audiences with your marketing campaigns. Without more limited access to cookies and pixels, the data analysis and optimization will alter. Our strategies have already shifted into looking at creative ways of building first-party data within CRM databases, but it’s extremely important to stay on top of the latest rules and regulations to remain ethically compliant.&nbsp;But we all still want to see marketing results. By seeking out an experienced marketing agency, like Brunner, we can help you navigate the policies and find a solution to meet your marketing and privacy needs. We can help you find a happy place between honoring customers’ privacy and launching successful marketing campaigns.&nbsp;&nbsp;Reach out if you would like to learn more about how Brunner can help your company find that happy balance.&nbsp;Editor’s note: This article was originally published on July 12, 2023. It has been updated to reflect data privacy developments in 2024.

When the internet was first introduced, it was a bold new frontier. A Wild West without rules and regulations. Only a few short years ago, the general public learned companies were collecting and selling data with every click consumers made. Since then, there’s been growing public awareness and scrutiny about data privacy and security concerns due to leading social media companies, like Facebook and TikTok, facing backlash on how they use and share personal data online.&nbsp;&nbsp;In 2018, Facebook CEO Mark Zuckerberg was called to address Congress about a data-sharing scandal with Cambridge Analytica, a company that bought data from Facebook to target political advertising. This marked one of the first times the collection of data by companies was questioned as unethical. In 2023, we witnessed TikTok CEO Shou Chew testify before Congress regarding TikTok’s adherence to data privacy and security. With more and more companies being scrutinized about data collection, we know this isn’t going away anytime soon.&nbsp;&nbsp;With creative thinking and new strategies being implemented, Brunner is partnering with clients to find ethical ways to store and gather data. But staying educated on the latest privacy and security laws, rules and trends is paramount. Here’s a look the laws in effect currently and the impact they will have on your brand.&nbsp;&nbsp;

Data privacy is becoming increasingly important. Discover how new regulations and shifting consumer expectations are influencing marketing strategies.

The Rise in Data Privacy and Its Impact on Your Brand

The Rise in Data Privacy and Its Impact on Your Brand

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