How marketers can overcome data privacy challenges as Google and Apple increase consumer protection

A gate with a sign that reads 'private'.

Consumers care about data privacy. In 2021, they know more about how their data is collected, stored, and shared, and they want more control. This presents a unique set of challenges for marketers because data collection has become so closely tied to the modern consumer experience. Would we have witnessed the same exponential growth in e-commerce without personalised advertisements and targeted promotions? Likely not, because consumers and marketers alike have become dependent on...

10 October 2021 | Data-driven marketing

Apple’s privacy changes – how will they impact marketers?

A red apple.

Apple has previewed new privacy protections in iOS 15, iPadOS 15, macOS Monterey and watchOS 8, which it hopes will help users better control and manage access to their data. 

The tech firm said these features “represent the latest innovations in Apple’s legacy of privacy leadership”.

Protect data from third parties

In the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. The new...

9 June 2021 | Advertising

What Apple’s update means for your Facebook ads (and what to do about it)

The total advertising audience on Facebook is thought to consist of around 2.14 billion people. What’s more, the average Facebook user clicks on 12 ads per month.

For advertisers and brands, Facebook has long provided a huge opportunity to reach a large, targeted audience. But it isn’t without its challenges.

The most recent challenge to the prevalence and power of Facebook Ads actually arrived last October with the release of Apple’s latest iPhone operating...

27 January 2021 | Advertising