There’s a fine line between privacy of personal information and the convenience of personalisation online today.
With the popularisation of information about data privacy being highlighted in recent media and documentaries, it has brought what was in the past – a topic purely for marketers and data experts – to the forefront of the general population’s mind.
Trust in organisations to protect privacy online is declining and the desire to shield personal information is growing stronger for customers, yet a positive personalised experience remains key to creating business success.
Google’s Privacy Sandbox project has highlighted the importance of protecting consumer information as it carries out its plan to eliminate third-party cookies from Chrome by the end of the year.
This evolution is rippling across the world wide web as marketers look to implement new technologies to responsibly gather and utilise first-party data to provide the personalisation users desire with the privacy they deserve.