Data fuels advertising, and it's getting harder to get. For real though?

23 Jan 2020

Data dashboard

Many questions have arisen after Google's announcement of banning third parties cookies by 2022.
First and foremost, the leadership position of global unicorn french tech Criteo, which has made its work in using cookies to promote tailored ads. As a matter of fact, it lost around 22% of its market value overnight (info google/Nasdaq: CRTO).

Criteo's value 2020 Week 2


If Google claims that retargeting will not be possible at an individual level anymore for third-party players, it suggests that group retargeting could be possible.
Still, one might infer that Google is not fully embracing GDPR and CCPA recommendations, but rather only limiting the freedom of action of third parties to operate and make use of Google as a means for business. Thus, it consolidates Google's position as the main data provider, hence lowering competition, if not entering a monopolistic position when it comes to ads retargeting.
And yet, this is not new. Apple's move toward removing third parties cookies on Safari occurred in June 2017, which was seen as a bold action towards users' privacy. Yet, such companies still hold and use plenty of data.
The front-end isn't all
Front-end is the user interface: what people see, what they interact with.
Facebook, Twitter, Instagram, and most social networks built their fame and gain interest with the wider audience because they were the place where one could see their 'friends' actions, what they've liked, what event they were going to, people's comments on a topic, and get a sense of a plurality of opinions and likings that make a society.
However, social media turn out to have a reveal a number of side effects such as clustering, and group focusing. Such side effects are the result of data gathered on past and present actions by users on social media, and more generally speaking, on the rest of their browsing.
Fairly recently, some social media seem to have changed their UI rules: it shan't be possible to "stalk" anyone else's actions on Instagram for instance (e.g. their likes history), which gives a sense of greater respect for personal life.

Instagram front-end's privacy


However, this is a mascarade since data in proprietary apps is still collected, and at the heart of their business model for ads retargeting.
If online browsing is to become a more respectful media, and a harder means to reach targeted prospects for advisers; apps ought to be the new paradigm.

Illustration


Robin Lenormand