In the digital age, what is truly valuable is not gold, but data. From name or email, to shopping behaviour or search queries, user data is the most precious commodity.
Thanks to it, advertisers and brands know what, when and where to show an advertisement, thus achieving optimal impacts.
But…what happens when we give up our personal data when we make a purchase or when we allow websites and apps to track our browsing?
This data is stored and used to create what are known as ‘personalised ads‘. Their storage and management can become quite complicated and this is where the issue of privacy comes into play, how far is it legal to use user data to impact them with a particular advertisement? Because of this fine line that divides advertising from privacy, legislation is constantly changing.
One of the most recent changes has been related to the acceptance or rejection of the well-known cookies, which is why in recent months we have seen how all the websites we browse have incorporated a new button with the option to reject them.
In addition, it is increasingly common to hear about concepts such as digital privacy or digital footprint, but what do they really mean?
Digital privacy is the right of users to protect their personal information on the Internet and to decide what information others can see.
A digital footprint, on the other hand, is the trail of data that a person generates when using the Internet and that describes a user’s behaviour.
All of this leads to a common point: how valuable the data of those who surf the Internet can be and how users are increasingly reluctant to provide information.
However, the majority say they prefer to be impacted by personalised advertising, showing them content and products that really interest them.
Brands and advertisers face a new and increasingly difficult challenge: to continue to offer personalised content while respecting digital privacy. How is this achieved?
– By strengthening automation, which allows relevant ads to be shown with less granular data.
– Investing in new technologies that respect users’ privacy, without losing the opportunity to create personalised audiences.
– Another key to gaining consumer trust is transparency in showing how user data is collected and used.
– Allowing users to modify or delete data they no longer consider relevant or do not want to share will also improve the customer experience.
experience.
Keeping these details in mind when running a digital marketing campaign can be very helpful in finding that balance between personalised advertising and privacy that more and more consumers are demanding.
