Immediate need for privacy-compliant solutions

Quotes

• “The reality is, ad-relevancy is likely to go down and there are some solutions that are going to help marketers continue to target the right person, it’s just going to be a little broader. This all came from the notion that consumers need more privacy.” -Ben “Privacy is growing. In the last 3 to 5 years, it has become a very loud voice in the marketing world.” -Harry“I am going to fight you on this. Privacy compliance is becoming a loud voice because privacy has gone away or is going away. The ability to target individual people has gotten more sophisticated. We know who and why is doing what.” -Ben “My point is, the US has been the wild, wild west for privacy. There has never been regulation or any substantial attempt to rein in especially digital online privacy. Other countries have been dabbling on this for many years but the US only recently got into the privacy legislation game.” -Harry“The reality is, people aren’t actually understanding what they are clicking when they click, ‘I Agree’. It’s not informed. By having an overload of consent-gathering, we are effectively negating the efficiency of consent. It defeats the purpose. It’s one of those things that are not sustainable.” -Harry“Because privacy has become such a major issue, there are two paths. There are companies who are trying to circumvent the privacy to keep doing what they’re doing in a way that maybe fits the letter of the law with the ‘I Agree’ button.” -Harry“I think the financial argument is fallacious. There has been a lot of conversation over the last years that we should pay consumers for the data you collect. The reality is, a major corporation doesn’t care aboutit. You are a blip on the radar. There is no financial basis to pay a person. The transaction of this would exceed an annual value of the data.” -Harry“The other half is a privacy violation on a personal level or ethics level and that’s where I think it gets a lot more touchy because even though the value is a fraction of a penny, people don’t like that feeling.” -Harry“We have to balance it with, ‘we’re marketers. I don’t want to track people around the world but I do want to know if you are in the market to buy a car if I’m selling a car and I don’t want to have to market to people that are not interested in buying a car so I want to be able to market one-to-one’. That’s the concern and I think it’s a better overall experience for consumers if we can accurately target.” -Ben “There is a need for privacy-compliant solutions and there is value out of this advanced targeting. Obviously this is a marketing show, I am biased and leaning towards the marketers. I like the idea and it makes good business sense to be able to target customers when they have needs and through ethical ways of finding it.” -Ben“That’s why we built privacy clusters, it’s the cookie-less technology because it protects individual privacy but it gives the same efficiency as a cookie-based behavioral targeting. It’s literally the best of both worlds.” -Harry “The first advantage is today it allows marketers to reach 50% of devices roughly there are no cookies of like Safari, Firefox, and Apple devices. You can’t target those with behavioral data today but with privacy clusters, you can so it doubles your Totally Addressable Market today while also future-proofing that campaign’s where, in 2021, cookies do fully die and there’s no other option.” -Harry“Privacy clusters are our cookie-less solution. All of our data works on privacy clusters. It allows targeting across every single device including Apple, ‘the un-targetable’. We are the only technology in the world where you can re-target an iPhone, as an example.” -Harry