Data Privacy Series, Part 3: How Businesses and Users Will Mutually Benefit from Data Privacy

July 2, 2021

In our 3rd and final blog of our Data Privacy series, we’d like to address 3 important questions that were asked and answered during a recent AdSwerve webinar entitled “Putting Privacy First: Give Consumers What They Want Without Sacrificing Performance.”


Q: Do users actually care about privacy as much as one may think they do?

A: Users say that while they care about the privacy of their data, they don’t actually take action to do so, with 1 in 5 people not taking any extra measures to control the privacy of their data. Additionally, they will give up significant amounts of data for certain incentives, specifically to get a better credit score, retail gift cards, and better credit card offers. With users still allowing the tracking of their data in some circumstances, it raises the question if users are concerned about the privacy of their data or if they just have an issue with the way it is collected.


Q: How should businesses approach user privacy?

A: The collection of user data is not the problem, but the lack of consent and transparency between businesses and users is where the issue arises. One of the webinar speakers suggested that businesses make privacy part of their DNA. This includes conducting cookie scans and audits, implementing preference and consent management, and offering data deletion requests. By implementing these tactics, it gives users the ability to customize what data is being collected and monitor the data once it is collected. Investing in the right technology is also important. By investing in software and programs that allow a user’s data to be tracked without cookies, will allow businesses to still be able to effectively target their desired audience without violating user privacy. Server-side tag management is a program that Google released last year that puts all data into a server that the business owns and controls. This gives more control in the data collection process for tracking sensitive information.


Q: Is the hype around the elimination of 3rd party cookies a reason to panic?

A: Short answer… no. There is plenty of time to prepare. Google delayed their plan to eliminate cookies until late 2023 in order to have time to develop and test their privacy-preserving alternatives. This delay gives businesses more time to responsibly and rationally start testing and implementing new solutions in order to overcome the challenges that could come with Google’s new cookie-blocking plan. Although Google’s plan will add some implications, in the end, both users and businesses will mutually benefit, with businesses still being able to target their desired audiences and users gaining more control over their data.