Practical Privacy in a World of Closed Ecosystems
Jul 02, 2020 • Aaron Goldman
Greetings from 312. Hope this finds you well.
Privacy took center stage at the virtual Apple WWDC event last week although the company stopped short of deprecating IDFA (identifier for advertisers) as some had predicted.
Instead what emerged was more of a “nutrition label” that apps will be required to show with what data they are collecting along with gaining consent.
Add this to looming enforcement of CCPA and phasing out of third-party cookies and it’s clear the path of righteous marketing is beset on all sides by privacy and leads straight to the closed ecosystems.
Inside these environments, consumers interact through persistent logins and user-level data is confined within each ecosystem, providing protection for consumers but also proprietary data for ecosystem operators.
At 4C, we believe brands can navigate the coming storm by anchoring marketing technology stacks with Closed Ecosystem Platforms (CEP).
When it comes to closed ecosystems, brands can’t transact through ad networks, exchanges, or DSPs, but must deal with each ecosystem directly or work through certified API partners which is why CEPs become the imperative for marketing and adtech.
*Source: Gartner “Practical Privacy — Successfully Transition to Privacy-Preserving Marketing and Adtech,” Nader Henein, Andrew Frank, 3 April 2020.
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