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After 20 years of debate, it’s time for Congress to finally pass a baseline privacy law - Brookings

After 20 years of debate, it’s time for Congress to finally pass a baseline privacy law - Brookings | The Marteq Alert | Scoop.it
The world would be very different if Congress had passed Federal Data Privacy legislation in 2000. Despite its shortcomings for the current marketplace, it would have established a basic level of accountability for personal data that is totally lacking today. Consumers and businesses would know the rules, and the FTC could enforce them with appropriate penalties for deterrence. Such a law would also have provided the basis for subsequent amendments (whether by Congress or through FTC rulemaking) to address developments and lessons learned, including the many new business models and technologies that have emerged over the years, the need to advance beyond “notice and choice” as the primary means to protect privacy, and the relationship between consumer data and market power.

Instead, the intervening years have brought us massive data breaches, virtually unlimited data collection online and in our public spaces, huge platforms that know everything about us and dominate the marketplace, and algorithmic predictions that create risk of bias and loss of opportunity. Consumers feel unprotected, and businesses are confused about their obligations. 

The damage wrought by the pandemic—to our health, our lives, and our livelihoods—should be our first priority until we get it under control. But then Congress should turn again to privacy with renewed commitment to find common ground and pass a federal privacy law. Congress is now in a strong position to finally tackle and resolve the most difficult issues always left for “later”– including whether to preempt state privacy laws and permit private rights of action. Compromise and creativity will be essential, with the understanding that the final law must affirm baseline privacy as a core U.S. value, and provide the strong consumer protections and corporate accountability that are missing in the marketplace today.  After over twenty years, it’s time.
CYDigital/marteq.io's insight:

When the Brookings Institution is calling for this, then you know it's just a matter of time before it happens. Start with adhering to everything CCPA/CPRA: you'll be compliant with CA, and you'll be a step ahead of the game.

 

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Google eyes privacy-friendly substitute to cookies - Axios

Google eyes privacy-friendly substitute to cookies - Axios | The Marteq Alert | Scoop.it

Google on Monday said new test results show promising signs that the technology it's hoping will replace cookie-based ad targeting is working.

Why it matters: Google and web browser rivals Apple and Mozilla have all introduced sweeping privacy changes recently that will collectively phase out cookies, an internet tracking tool that tracks users' web browsing history.

Catch up quick: Cookies are considered third-party data, or user data that's collected indirectly from users via browsers or websites. Third-party data is often bought and sold at scale via online data exchanges.

For decades, cookies have been the primary way most advertisers target users online, but privacy concerns are making it less viable going forward.


Finding a replacement for cookies is a massive challenge, given that the entire digital ad ecosystem, worth $330 billion USD globally, has been mostly built around cookies.

CYDigital/marteq.io's insight:

Wolf in sheep's clothing, trying to maintain the "walled garden."

 

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Pandemic, privacy and the CX: What to prioritize in 2021 - ClickZ

Pandemic, privacy and the CX: What to prioritize in 2021 - ClickZ | The Marteq Alert | Scoop.it
  • To fight a crowded digital marketplace, marketers will have to create hyper-personalized shopping experiences in 2021.
  • Leveraging behavioral data will enable marketers to keep up with changing consumer behavior as the pandemic continues to develop.
  • Marketers will need to consider current and future privacy regulations while developing strategies.
CYDigital/marteq.io's insight:

"Leveraging behavioral data": That is EXACTLY what we deliver to our B2C marketer clients.

 

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What CIOs should know about the legality of protecting data - Techaeris

What CIOs should know about the legality of protecting data - Techaeris | The Marteq Alert | Scoop.it

Here is what you should know about the legality of data protection:

PRIVACY AND SECURITY BY DESIGN IS AN OBLIGATION
Avoid focusing too much on security that you forget to think about the ease of use. If a software, application, or program is made tough to use by security features, the user will most likely look for workarounds, making the security features less effective.

DATA PROTECTION SHOULD TAKE A RISK-BASED APPROACH
Not all data is created equal. Some data will be more valuable to threat actors than others, which is why you need to take data protection with a risk-based mentality. This starts with creating in-depth data inventories to identify the data you store across different platforms, from social media to business databases.

TAKE ACCESS CONTROL SERIOUSLY
Implementing strong access control policies will help you mitigate insider threats. Data access should be based on a zero-trust model, and people you should only grant access to sensitive data with regard to the role of your employees. 


EMPLOYEE TRAINING IS A NECESSITY
90% of data breaches arise from human error. Your workforce is at the frontline of data privacy and security. If they don’t understand the security measures you have in place, they could easily launch data breaches.

CYDigital/marteq.io's insight:

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Facebook Could Take A Multibillion Revenue Hit From Apple’s IDFA Changes - AdExchanger

Facebook Could Take A Multibillion Revenue Hit From Apple’s IDFA Changes - AdExchanger | The Marteq Alert | Scoop.it
Here’s something for an investor to bring up on Facebook’s next earnings call on Wednesday: Apple’s upcoming IDFA changes could have a significant impact on Facebook’s revenue – as much as 7% of total revenue in Q2.

Doing a little back-of-the-napkin math, 7% could translate into roughly $5 billion, depending on what Facebook reports in its future quarter.
CYDigital/marteq.io's insight:

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Virginia Legislature Is Set to Consider Comprehensive Data Privacy Legislation - JDSupra

Virginia Legislature Is Set to Consider Comprehensive Data Privacy Legislation - JDSupra | The Marteq Alert | Scoop.it
This year, it appears Virginia is poised to seriously consider adoption of a broad consumer data privacy framework.  Senate Bill 1392 , sponsored by Senator David Marsden (D-Fairfax), was introduced on January 13, 2021. House Bill 2307, sponsored by Delegate Cliff Hayes, Jr. (D-Chesapeake), was introduced on January 20, 2021. The bills create the “Consumer Data Protection Act.”

Both bills establish a framework for consumers to more control over their data. Under the bills, consumers are given the right to access their data, correct inaccuracies, request deletion, obtain a copy and the ability to opt out of collection and use of data “for purposes of targeted advertising, the sale of personal data, or profiling in furtherance of decisions that produce legal or similarly significant effects concerning the consumer.” (See proposed 59.1-573).

The bills apply to all persons that conduct business in the Commonwealth and either (i) control or process personal data of at least 100,000 consumers or (ii) derive over 50 percent of gross revenue from the sale of personal data and control or process personal data of at least 25,000 consumers.
CYDigital/marteq.io's insight:

This is the second significant piece of data privacy legislation at the state level (CCPA is the first). Curious as to how this plays out in the Democratically-controlled government (Executive, Senate, House of Delegates).

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Why secure data tokenization should scare the hell out of Big Data - Cointelegraph

Why secure data tokenization should scare the hell out of Big Data - Cointelegraph | The Marteq Alert | Scoop.it
Secure data tokenization, or SDT, is an emerging blockchain initiative that creates a new control mechanism over one’s personal data and ensures that one’s online tracings can remain confidential even when used by an application.

These advances will not only make integrating blockchains into mainstream applications more practical and appealing but also unlock new value for the average user — who, for the first time, will be able to have sovereignty over how their data is accessed and used.

SDT is easily transferable, private and highly customizable. This allows individuals to do everything from controlling how mainstream applications use their data to trading their data on open marketplaces, or engaging in new categories of DeFi apps, such as undercollateralized lending services that require data sensitive to share on the non-privacy-preserving chains like Ethereum. Previous issues of control, access and value now become tangible benefits of SDT.
CYDigital/marteq.io's insight:

Not there yet.

 

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What the loss of third-party cookies means for IT departments - TechTarget

What the loss of third-party cookies means for IT departments - TechTarget | The Marteq Alert | Scoop.it
In a year that stressed every business operation, the loss of third-party cookies may seem a minor inconvenience. But cookies are at the heart of a huge advertising ecosystem. Replacing them will require changes in how ads are purchased, targeted and measured, impacting data, systems, processes and people. The details of those changes are not yet clear, but a strong foundation of customer data will be needed under any circumstances. IT departments that improve their customer data today will have a head start on whatever demands the future may bring.

CYDigital/marteq.io's insight:

Bottom-line: first-party data is inferior to zero-party data. ZPD is the correct and robust replacement for third-party cookies.

 

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Why Marketers Are Prioritizing In-App Notifications in 2021 - Street Fight

Why Marketers Are Prioritizing In-App Notifications in 2021 - Street Fight | The Marteq Alert | Scoop.it
“In-app, web push, and mobile push notifications are the only channels marketers plan to use more frequently in 2021 than they have previously. This tells us that the sudden boost in consumers’ mobile usage in 2020 pushed marketers to overhaul their customer engagement strategies with a stronger focus on the mobile experience,” says Iterable’s Alyssa Jarrett. “Now that marketers are more comfortable with harnessing mobile channels, we anticipate that more of them will leverage AI-driven tools and zero-party data in 2021 to better personalize their messages and build a more cohesive brand experience.”
CYDigital/marteq.io's insight:

Or you can push out messages directly from the Marteq application, from where you collect zero party data and run queries against it, then send your notifications.

 

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MarTech Stack Optimization - Ascend2

MarTech Stack Optimization - Ascend2 | The Marteq Alert | Scoop.it

Too often, multiple Marketing Technologies (or the MarTech Stack) become a junkyard of underutilized and disparate tools. The
purpose of optimizing this set of tools is to make difficult marketing processes easier and more efficient. But how will you optimize these tools in the year ahead?

 

To help you answer this question, Ascend2 and our Research Partners fielded the MarTech Stack Optimization Survey.

CYDigital/marteq.io's insight:

Nice bit of research on an overlooked topic.

 

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2021 is the year to return to smarter marketing basics - ClickZ

2021 is the year to return to smarter marketing basics - ClickZ | The Marteq Alert | Scoop.it
While there is ample data available, there is also a lot of data that can distract marketers from providing customers value. In 2021, growth-minded marketers will cut through the noise and hone in on the two most important metrics when crafting their campaigns – prospect and product engagement.

First, marketers must focus on data that measures engagement at every stage of the customer lifecycle. In marketing speak, we call this metric “prospect engagement”.

Secondly, it’s vital that your brand pay attention to how your customers are interacting with your offering throughout their journey with you. This metric is referred to as “product engagement”.
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2021 Data Predictions: What To Expect In The Year Ahead - B&T

2021 Data Predictions: What To Expect In The Year Ahead - B&T | The Marteq Alert | Scoop.it
There will also be a continued shift away from data collected by third party cookies in 2021. Back in January – when the term ‘coronavirus’ was starting to be thrown around – Google revealed its plans to deprecate third party cookies on Chrome. This jump started the race for businesses and advertisers to find new ways to collect actionable data. Offline data is the current frontrunner, with a particular premium on genuine purchase transactions that can be aggregated to an extent that balances consumer privacy.

While first party data has been an essential part of data strategies in recent times, zero party data could very well have its moment in 2021. Zero party is data that is owned by the customer that is proactively shared with a brand. It is not data that is ever sold or transacted, rather, it is all about improving customer experiences through self reporting. This might include preference data or purchase intentions. The difference between first party data and zero party data is that while an organisation technically owns its customer’s first party data, they do not own zero party data.

The rise of zero party data will come as customers continue to demand better experiences and expect brands to manage their data in an ethical and compliant way. Businesses should start thinking of ways to collect this zero party data to be prepared for this coming change.
CYDigital/marteq.io's insight:

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CMOs will be more cautious in 2021 with growth strategies, Gartner finds - MarketingDive

CMOs will be more cautious in 2021 with growth strategies, Gartner finds - MarketingDive | The Marteq Alert | Scoop.it
  • Chief marketing officers will be more cautious this year, with 73% saying they will rely on existing customers for growth rather than developing new markets, consulting firm Gartner found in a survey. The study also found that 39% of CMOs plan to boost sales of existing products to current customers, per an announcement emailed to Marketing Dive.
  • Only about a third (34%) of CMOs plan to introduce new products to existing customers, continuing a low-risk strategy that was warranted during the uncertainties of last year. However, this approach also promises a low return and contradicts CMO goals to "reinvent and rescale key strategies" they had developed during that period of upheaval, according to Gartner.
  • The firm recommends that CMOs try to remain agile during what is likely to be another challenging year and suggests they can do so by being selective in reinventing or rescaling initiatives from last year like virtual conferences and direct-to-consumer sales. Gartner surveyed 381 marketers from September to October, with 70% reporting that digital business initiatives accelerated during the pandemic while 51% plan to prioritize new digital experiences in 2021 and 48% named new digital sales or service channels as a top priority for the months ahead.
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'Post-truth' climate impacts Gen Z's conflicting brand perceptions, Forrester says - MarketingDive

'Post-truth' climate impacts Gen Z's conflicting brand perceptions, Forrester says - MarketingDive | The Marteq Alert | Scoop.it
  • More than half (51%) of Gen Z respondents aged 18 to 23 years will always research a company to ensure it aligns with their position on corporate social responsibility before making a purchase, according to a Forrester study emailed to Marketing Dive.
  • The percentage of that same age cohort that said it's "cool" to be associated with a brand on social media fell to 46% in 2020 from 52% in 2019, Forrester found. In a separate survey, 44% of 12- to 17-year-olds said they don't trust ads they see online, while 56% agree that ads are a good way to learn about new products.
  • The Forrester report details how to reconcile Gen Z's conflicting messages for brands as companies seek to engage with a generation that has an estimated buying power of $143 billion in the U.S.
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Advertisers Are Prioritizing First-Party Data - Digital Media Solutions

Advertisers Are Prioritizing First-Party Data - Digital Media Solutions | The Marteq Alert | Scoop.it
According to the IAB 2021 Marketplace Outlook, “41% of media buyers do not know if their stakeholders have a clear understanding of the implications they will face once cookies and identifiers are terminated/blocked.” The need for quality first-party data will be the story for advertisers this year. As certain kinds of third-party identifiers are sunsetted, and consumers demand more accountability with their data and more personalized connections, advertisers need to be prepared. The IAB found that buyers are mixed in their understanding of how the loss of cookies might impact them, and many advertisers are partnering with external and internal partners in order to deal with privacy and data changes. 

The good news is that prioritizing first-party data gives digital advertisers better opportunities to accurately segment and target audiences, avoid privacy issues and give consumers more of what they want. Leveraging first-party data to target and engage users effectively is the best way brands can prepare for an increasingly cookieless future.
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Salestech is the new martech, and it’s supercharging both professions | CustomerThink

Salestech is the new martech, and it’s supercharging both professions | CustomerThink | The Marteq Alert | Scoop.it
The dynamics behind this explosion of SaaS-based sales tools are the same as with martech: consolidating platforms and expanding app ecosystems around them. Examples of platform-first specialist salestech apps include Troops, which connects messaging platforms such as Slack and Teams with CRM platforms such as HubSpot and Salesforce, and Docket, which deeply integrates between Zoom, CRMs, Slack, calendars, and digital storage to make meetings super streamlined.

Multiple leading salestech companies are achieving billion-dollar valuations. Recently crowned “unicorns” in the space include Outreach, which hit a $1.33 billion valuation last summer, and SalesLoft, which achieved a $1.1 billion valuation just last week.
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2021 Trends in Blockchain: Mainstream Adoption at Last - Inside Big Data

2021 Trends in Blockchain: Mainstream Adoption at Last - Inside Big Data | The Marteq Alert | Scoop.it

Perhaps the most pervasive consideration impacting blockchain’s mainstream adoption—even for cryptocurrencies—is the notion of data privacy that’s become paramount among user concerns over the past few years. Blockchain’s complex relationship to data privacy is largely paradoxical for the subsequent parties:

 

  • Consumers: On the one hand, cryptocurrency users want their transactions as discreet as other facets of their finances are, which seemingly contradicts blockchain’s consensus-based approach.
  • Governmental Entities: Meanwhile, governments require as much transparency as possible “to do two basic things,” Talentica Senior Principal Engineer Debasish Chawdhuri denoted. “One is counterrorism and the other is Anti-Money Laundering.”
  • Cryptocurrency Companies: These conflicting vectors form a conundrum for cryptocurrency providers, who seek to increase privacy for consumers while increasing transparency for legal mandates. “The government needs to be able to follow the money so the government wants to at least have a view of the money: who’s paying who and for what reason,” Debasish stipulated. “With some [well known] cryptocurrencies you can pay terrorists and the government will not be able to tell why. With [other relatively known cryptos], it’s completely untraceable.”
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Advertisers scramble to plan for the uncertain 'cookieless future' - Digiday

Advertisers scramble to plan for the uncertain 'cookieless future' - Digiday | The Marteq Alert | Scoop.it
With so much up in the air right now, advertisers are focused on what they do know — Google will remove cookies from its dominant browser sometime next year bar a major u-turn. Whatever advertisers’ beliefs are about how the industry has responded to this deadline, they’re slowly waking up to the idea that the answer — or at least part of it — rests on their ownership of first-party data in the absence of third-party data they’d usually get from cookies. 

”I don’t know a single publisher or marketer that doesn’t have the “cookieless future” as a top priority right now,” said John Lee, corporate chief strategy officer at Merkle and president of the agency’s identity resolution platform Merkury. “The upcoming changes have gone from theoretical to very real and marketers are now starting to determine their plans to test various cookieless identity technologies [in 2021].”

That said, advertisers have been content to stick with what they know —Google. Six in ten (64%) of ad buyers have used Google for identity resolution at some point over the last 12 months, per a survey of 302 marketers and agency execs conducted by Advertiser Perceptions. Still, marketers know better than to put all their eggs in the Google basket.
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Google Stock, Apple Stock: Outlook for Digital Advertising As Cookie Crumbles - Investors Business Daily

Google Stock, Apple Stock: Outlook for Digital Advertising As Cookie Crumbles - Investors Business Daily | The Marteq Alert | Scoop.it
Digital media publishers are scrambling to develop new tracking methods that let digital advertisers track consumer activity across multiple websites.

Ad tech firm Trade Desk's universal identifier has gained traction. Its tool for web publishers aims to fight companies that operate "walled gardens."

These closed online environments such as Google, Facebook, Amazon.com and social media platforms Pinterest (PINS) and Snap (SNAP) don't need third-party cookies or device identifiers because they can track actions by their logged-in users. The walled-garden firms share only limited data with advertisers and agencies but make liberal use of it themselves.
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What to know about second-party data as marketers tilt toward collaboration - MarketingDive

What to know about second-party data as marketers tilt toward collaboration - MarketingDive | The Marteq Alert | Scoop.it
Marketers face steep challenges in 2021 as the death of third-party cookies and changes to key identifiers, namely Apple's Identifier for Advertisers, upturn widely used digital marketing tactics. While first-party data remains the industry's top priority, its cousin — the more nebulously defined second-party data — is of growing importance, signaling that greater collaboration will be essential to businesses trying to build muscles weakened by the loss of cookies.

Lack of clarity on what constitutes second-party data speaks to why marketers must navigate its application carefully, keeping privacy considerations in mind.

"We believe that second-party [data] and how you define it is about the permission you have and the use cases," Biegel said. Those use cases include gleaning insights and measurement, but second-party data can functionally start to look a lot like third-party data once it's sold, licensed or commercialized by other means, according to Biegel. Winterberry Group devised its own definition of second-party data, describing it as "data shared in a dedicated environment with a clearly defined set of permissions and rights set between each of the parties, frequently with a third-party provider managing the environment."
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The Big Questions For Digital Advertising In 2021 - AdExchanger

The Big Questions For Digital Advertising In 2021 - AdExchanger | The Marteq Alert | Scoop.it
Right now, the Privacy Sandbox will make the web a less attractive platform for advertisers, which will push even more of their spending to the walled gardens. But how the proposals are implemented next year will be a huge indicator as to whether the Privacy Sandbox can work for the open web.

To get to a web without cross-site tracking, compromises will need to be made by advertisers, publishers, and intermediaries. But, as the tech giants continue to use their dominance to push changes that self-advantage, it's critical that the compromises made are reasonable, and the benefits brought to users are real.
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What's the Alternative to Third-Party Cookies? - CMSwire

What's the Alternative to Third-Party Cookies? - CMSwire | The Marteq Alert | Scoop.it
Regardless of how you feel about third-party cookies, we can all agree this new direction will improve user privacy. Just as you don’t hear many arguments against seat belts, I can’t expect many people to line up on the side of less privacy or transparency. So what is the argument for third-party cookies and why is there any controversy surrounding their dissolution?

The argument is simple. When used correctly, third-party cookies can be very effective in helping marketers render relevant and improved user experiences. Relevant ads are more effective for advertisers and less off-putting to users.

Getting rid of third-party cookies wouldn’t only decimate relevancy and experience, but also things we take for granted.
CYDigital/marteq.io's insight:

There is no argument for 3rd party cookies, as the argument has been decimated by platform, publisher and advertiser behavior. It's toast. Shift to zero-party data: it's a far far better source, and it respects privacy.

 

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An argument against cloud-based applications - TechCrunch

An argument against cloud-based applications - TechCrunch | The Marteq Alert | Scoop.it
A distinction between cloud-based apps and cloud computing must be addressed. Cloud computing at an enterprise level, while argued against ad nauseam over the years, is generally considered to be a secure and cost-effective option for many businesses.

Even back in 2010, Microsoft said 70% of its team was working on things that were cloud-based or cloud-inspired, and the company projected that number would rise to 90% within a year. That was before we started relying on the cloud to store our most personal, private data.

According to Symantec, 89% of our Android apps and 39% of our iOS apps require access to private information. This risky use sends our data to cloud servers, to both amplify the performance of the application (think about the data needed for fitness apps) and store data for advertising demographics.
CYDigital/marteq.io's insight:

The weakest link to any digital endeavor is data security, and it will continue until there's a broad-based effort to clamp down on privacy.

 

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Is your marketing ops team ready to implement a new CDP? - MarTech Today

Is your marketing ops team ready to implement a new CDP? - MarTech Today | The Marteq Alert | Scoop.it
As customer data platforms evolve, there are indications that more marketing organizations are adopting them. They can see that the CDP field is maturing, with major launches like those from SAP and Salesforce last October. Overall, according to one study, the global market for CDPs could climb from $2.4 billion in 2020, up to $10.3 billion in 2025. A survey by the CDP Institute showed CDP deployment at 29% last year (these were members of the Institute, so the numbers are likely inflated), up from 19% in 2017.

With an increasing number of options, and added machine learning and AI capabilities, there’s good reason to expect more organizations will be implementing a CDP solution.

To remain competitive and efficient, a source of unified customer data is necessary. The CDP Institute survey shows that regardless of whether marketers are using older marketing automation or CRM systems, or new shiny CDPs, the move to unified customer data rose above 50% in 2020, after remaining steady at 15-20% for several years.

If a marketing ops team is already considering a move to unified customer data, they should consider CDPs as an option.
CYDigital/marteq.io's insight:

The CDP should be the centerpiece of the martech stack; without a CDP, the backbone is just not sturdy. So without a CDP and without a strong content foundation, you're not operating on all 8 cylinders.

 

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After 20 years of debate, it’s time for Congress to finally pass a baseline privacy law - Brookings

After 20 years of debate, it’s time for Congress to finally pass a baseline privacy law - Brookings | The Marteq Alert | Scoop.it
The world would be very different if Congress had passed Federal Data Privacy legislation in 2000. Despite its shortcomings for the current marketplace, it would have established a basic level of accountability for personal data that is totally lacking today. Consumers and businesses would know the rules, and the FTC could enforce them with appropriate penalties for deterrence. Such a law would also have provided the basis for subsequent amendments (whether by Congress or through FTC rulemaking) to address developments and lessons learned, including the many new business models and technologies that have emerged over the years, the need to advance beyond “notice and choice” as the primary means to protect privacy, and the relationship between consumer data and market power.

Instead, the intervening years have brought us massive data breaches, virtually unlimited data collection online and in our public spaces, huge platforms that know everything about us and dominate the marketplace, and algorithmic predictions that create risk of bias and loss of opportunity. Consumers feel unprotected, and businesses are confused about their obligations. 

The damage wrought by the pandemic—to our health, our lives, and our livelihoods—should be our first priority until we get it under control. But then Congress should turn again to privacy with renewed commitment to find common ground and pass a federal privacy law. Congress is now in a strong position to finally tackle and resolve the most difficult issues always left for “later”– including whether to preempt state privacy laws and permit private rights of action. Compromise and creativity will be essential, with the understanding that the final law must affirm baseline privacy as a core U.S. value, and provide the strong consumer protections and corporate accountability that are missing in the marketplace today.  After over twenty years, it’s time.
CYDigital/marteq.io's insight:

When the Brookings Institution is calling for this, then you know it's just a matter of time before it happens. Start with adhering to everything CCPA/CPRA: you'll be compliant with CA, and you'll be a step ahead of the game.

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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Introducing Amazon Marketing Cloud (beta) - Amazon

Introducing Amazon Marketing Cloud (beta) - Amazon | The Marteq Alert | Scoop.it
Amazon Marketing Cloud is a secure, privacy-safe, and dedicated cloud-based environment in which advertisers can easily perform analytics across multiple, pseudonymized data sets to generate aggregated reports. Inputs can include an advertiser’s own data sets, as well as their Amazon Advertising campaign events, such as impressions, clicks, and conversions. AMC reports can help with campaign measurement, audience refinement, supply optimization, and more, enabling advertisers to make more informed decisions about their cross-channel marketing investments.

How advertisers are using Amazon Marketing Cloud today:

-Reaching incremental audiences

-Developing custom attribution models

-Exploring new measurement opportunities
CYDigital/marteq.io's insight:

Tread carefully walking into the den.

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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