Experts bat for privacy, efficiency and personalization

That was the gist of what the experts said Mint2021 marketing summit Which saw the participation of Sandeep Bhushan, Director and Head of GMS (Global Message Services), Facebook India, Vineet Ahuja, Managing Director, Accenture and the company. consumerAnubhav Sonthalia, CEO, Merkle Sokerti, Head of Sales and Services. The session on “Personalization and Privacy – An Industry Approach” was moderated by Ashwin Moduga, Head, Research, Mosaic Digital.

Ahuja of Accenture pointed to the change in the digital industry. Consumers are seeking more privacy, governments are trying to bring in more regulation and even browsers are trying to self-regulate. Google said it was working on tools to improve user privacy in digital advertising. To be sure, the recent iOS 14 update requires all apps to explicitly ask for user permission before tracking activities and behavior, in line with Apple’s new policy.

However, Ahuja cited research that shows that 80% of consumers are willing to pay a premium for privatization. “So when they want privacy they are willing to share personal data if they know the data is being handled in a responsible and trust-based manner, and is being used to give them back profits,” They said.

Sonthalia of Merkle Socrati said they were good changes because “we needed a lot of hard work from regulators and consumers to get there. It’s going to be difficult in the short term as data loss can reduce our ability to advertise in a personalized way.” Maybe… but solutions do exist.”

Facebook’s Bhushan said the game between data privacy and personalization was interesting, adding that 91% of the platform’s users are looking for personalization.

Sonthalia of Merkle Socrati said that at this time it is important for businesses and advertisers to understand and accept that the world going forward is going to be largely skewed toward data privacy.

It is not an option but a matter of time and regardless of how knowledgeable companies are similar, they have to wrap their heads around figuring out the best strategy.

“We must start preparing and not deny. This is not a device or technical problem, it is a transformation problem. The road is not too hard, but it needs to be traveled,” Sonthalia told Facebook Conversations API, Google Server Said listing the possible tools like side tagging and Google Analytics Measurement Protocol.