Helping Publishers Thrive in Today’s Privacy Environment [2022]

Blog
February 9, 2022 | by Kean Graham
Helping Publishers thrive in today's Privacy Environment

Privacy remains a top priority across all of Google and it’s especially important for the publishers’ ads team. Today, I’ll share some updates about how we’re thinking about evolving ads privacy and how we plan to help publishers of all sizes navigate this landscape.

It’s unlikely to surprise anyone that the digital ecosystem is evolving.

user_concerns_privacy_environment

Growing concerns from users, driven by missteps across the ecosystem have reduced consumer trust. 81% of people say that in the past year they’ve become more concerned with how companies are using their data. These rising concerns and expectations for privacy are resulting in technology changes like restrictions on user identifiers as well as additional regulations around the world.

digital_advertising_privacy_environment

In 2021, we saw Ads Privacy and Regulations continue its global expansion. In APAC, India and China introduced new data protection laws and in the Americas, multiple US states began drafting privacy legislation along with Canada introducing the Consumer Privacy Protection Act.

regulations

In regions where privacy regulations are already established, such as in Europe with GDPR and ePrivacy, we’ve seen regulations expand their scope. For example, in the UK, the Age Appropriate Design code introduced new standards for protecting the privacy of users under 18.

Those were just some examples to demonstrate the continued growth of regulatory regimes globally. While fragmented and varied by geography, the principles across regulatory developments consistently focus on:

  • Transparency
  • Control and Consent
  • Enforcement of these regulations
  • Restrictions on digital advertising

MonetizeMore is here to support publishers with the ever-changing regulatory landscape, and the impact that has on your business.

In 2021, Google launched the new and improved privacy and messaging tab which brought GDPR, CCPA, and iDFA messaging into a consolidated UI for ease of use and implementation. They also launched Limited Ads, which helps publishers monetize content without any cookies or identifiers and a new serving restriction dimension in reporting to help you analyze trends. Lastly, real-time bidding buyers get support on non-personalized ad requests in the coming months.

Related Read: https://www.monetizemore.com/google-floc-replace-topics-api/

ad_manager_360

The Digital Ads Ecosystem Transformation & Privacy Sandbox

Even with all these changes, we believe that less user-level tracking is beneficial for consumers and the industry at large. Privacy and performance are not at odds with each other and can co-exist. But there will need to be a fundamental shift in how we do things. We have an opportunity to build sustainably and to improve the entire ecosystem along the way.

google_approach_privacy_environment

Google’s approach is rooted in supporting an ad-funded web while raising the bar for user privacy. It all starts with having a user-first approach. Google wants to meet and then exceed the standards publishers have for data privacy by providing protection, choice, and control. It also means investing in privacy-preserving that will establish a foundation for long-term sustainability.

From a publisher product standpoint, Google’s investing in 1P data and supporting direct publisher relationships with third-party demand providers. Beyond that, they are leaning into techniques like aggregation, anonymization, and on-device processing in the Privacy Sandbox.

In 2019, Chrome announced plans to deprecate third-party cookies and they shared plans to build a privacy sandbox. The sandbox begins with a premise that it wants to preserve users by moving away from flexible signals that the browser passes by default. Instead, Chrome wants to create purpose-built signals that developers choose when to use and are designed to protect user privacy.

privacy_sandbox

Today, third-party cookies enable critical pieces of digital advertising like interest-based ads, remarketing, fraud prevention, and measurement. The privacy sandbox includes new types of signals that enable these same functions in different ways. It’s not important for you to be deeply familiar with all of these proposals as they will evolve but a few examples of the APIs are illustrated on the screen here.

chrome_target_2022

Chrome is targeting late 2022 for APIs to be ready and plans to begin phasing out 3P cookies mid 2023.

It’s important to keep in mind that the Chrome timelines you see contain many milestones aimed at developers, like ad tech providers. Google’s own ad products, like other ad tech companies, develop in a parallel path as you can see in the above chart. Google’s Ads teams will engage with public documentation and discussions on the proposals.

Check out privacysandbox.com/timeline for more insights into Chrome’s testing milestones.

As a publisher, you may be wondering “Ok, now what? What does this mean for me?

There will be little to no implementation work for you to adopt sandbox technologies for Google Ad Manager. At this stage, no action is required but it’s important that you are aware of the sandbox as it will form a critical part of Google’s own ads products as well as potentially other ad tech companies. Beta testing opportunities will also be available for publishers this year.

Source: Google’s Publisher Privacy Strategy Team

Wrap Up

Our approach to putting privacy first is rooted in ensuring that we are creating a healthy ecosystem that works for everyone and finds the right balance between respecting user privacy, monetizing content development, and driving better RPMs for publishers.

MonetizeMore is committed to helping publishers of all sizes navigate today’s privacy environment, and what lies ahead. Click here to get started today.

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