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Google Pushes Digital Ad Privacy

Posted on Friday, August 30, 2019 at 6:31 PM

In the news: Google wants to see better user privacy options and more transparency in digital advertising.

Last week, Google proposed new privacy guidelines for digital advertisers, reports Jessica Davies of Digiday.com. The crux of the proposal, she reports: "Google sets out proposals for how businesses should give users more control over their data privacy settings when it comes to serving ads. The core principles are that users should be able to see and control what data is collected on them, by whom and why, along with which businesses are responsible for delivering an ad and how it became individually tailored to them."

Google takes all this a step further and asks that digital advertisers make the information available to users in multiple places, for greater transparency. Davies says, "Google says users should be able to view an ad's metadata directly from the ad so they can see who paid for the ad, who served it, and what data was used to determine the ad's relevance for instance. People should also be able to control who has permission to access that information, and Google has suggested a 'centralized registry' or data preferences center for this to be managed."

Read more here about Google's proposed digital ad privacy changes.

Also Notable

Hearst Tracking Online Behavior to Target Print Ads

Hearst is personalizing print subscribers' ad experience by tracking their online behavior. The program, called MagMatch, will first be launched in Elle magazine, reports Sara Jerde in a recent AdWeek.com article. "Using first party data, Hearst can ... work with the brand of [a] product to serve the reader a targeted ad in its magazine.... For subscribed readers, that could look like an ad that addresses them by their name." Read more about MagMatch here.

Brand Marketers Showing Increased Interest in Magazines

More and more retailers and other companies are launching print magazines to connect with their audiences (i.e., consumers). According to Kayleigh Barber of Foliomag.com, sums up the concept behind this trend: "Retailers ... continue to move boldly forward with these print extensions, likely because they're often aided by their marketing departments, which absorb the costs associated with launching a magazine because these platforms are not necessarily seen as revenue drivers, but as audience builders." She discusses these print editions with Joe Pulizzi of the Content Marketing Institute and Orange Effect Foundation. Pulizzi says that two factors are driving the success of these editions: There isn't much competition in print right now, and consumers tend to trust print more than they do digital. Read Barber's full article here.

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