Google Analytics is giving marketers a lot more control over privacy and how much of their data is collected, retained and shared.
New privacy controls include accepting processing terms to comply with GDPR, CCPA and other regulations; disabling some or all data collection for Analytics properties; limiting data retention periods; anonymization of IP addresses; and, disabling or limiting ad personalization.
A new KPMG survey indicates Americans are increasingly concerned about personal data. COVID-19 has increased public awareness of data collection. And, while many are willing to allow use for tracing and medical care, there’s significant support for increased protection and legislation. Key data concerns are potential theft of Social Security numbers, credit card information, and passwords. More than half don’t trust a company ethics to collect, use or sell consumer data.
South Africa’s Protection of Personal Information Act (POPIA) came fully into effect by Presidential proclamation as of July 1st. Because the act was signed into law seven years ago, many companies are already operating under accordance with it. Those that have waited will need to do so by July 1, 2021.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.