As we move deeper into the era of privacy-first digital strategies, the advertising and data management landscape continues to shift beneath our feet. Privacy regulations are no longer just a European concern; they have become a global challenge as additional countries and multiple states within the U.S. have adopted similar legal frameworks, with a constant stream of new legislation setting the tone for what’s required. Tech giants like Apple, Brave, and Mozilla further complicate this fragmented landscape by setting their own defaults for tracking and advertising.
The Current Reality: A Reactive Industry
Despite the clear trajectory toward stricter privacy regulations, the majority of marketers and clients remain unprepared. Many have yet to fully transition to server-side tracking or implement robust consent management platforms that will soon be non-negotiable. This reactive stance creates a cycle of pain, where new regulations disrupt the status quo before their impact is fully felt.
For example, consider the impact of Apple’s App Tracking Transparency (ATT) update introduced with iOS 14.5. A week after this announcement, many marketers logging into Google Analytics found their metrics no longer made sense. The ability to track users across apps and websites was drastically reduced, leading to significant data loss for those who were unprepared. The scramble to adapt was swift, but the underlying issue remains: too many are waiting until change happens to act, rather than preparing in advance.
The Need for Incremental Frameworks
As we look ahead, it’s clear that the conversation around privacy and consent is not going away anytime soon. In fact, it’s likely to dominate the next two years until the U.S. fully implements a GDPR-like framework. During this time, marketers need to lean into incremental frameworks like Adobe Mix Modeler (AMM) or Google Cloud's Marketing Mix Model (MMM).
- Adobe Mix Modeler, part of Adobe’s suite of advanced analytics tools, enables marketers to analyze the impact of different marketing channels and optimize media spend by understanding how various factors contribute to business outcomes.
- Google Cloud has also introduced Google Cloud Meridian, an open-source project that offers a robust framework for implementing MMM in the cloud. This tool allows marketers to perform detailed analysis and optimization using Google Cloud's powerful infrastructure, providing a new level of scalability and precision in marketing performance measurement.
Marketers should also focus on different first-party data frameworks. Whether it’s Google’s hashed solutions or first-party lists, emphasizing first-party data is critical. Offline conversion tracking, customer match and identity solutions — now even integrated within platforms like Google Ads Data Hub (ADH) — provide new opportunities to push the first-party narrative forward. Marketers can track conversions more effectively and securely with first-party data, especially when utilizing hashed emails.
Beyond the Basics: Embracing Innovation with AI, Cloud and Consent Mode
In the midst of these privacy changes, there’s an opportunity for differentiation. At Adswerve, we see the true value of AI and machine learning not just in the user interface, but through practical Cloud applications. This is where marketers can generate real, actionable insights. The buzz around AI, ML and GenAI is everywhere, but not all applications are created equal.
Take the Six Flags case study, for instance. By leveraging GenAI through practical applications within Google Cloud, Six Flags was able to enhance customer experiences without needing every advanced feature available. This example underscores that with the right strategy, even those without extensive AI resources can achieve significant results.
Additionally, as we advance, it’s crucial to revisit the discussion around Consent Mode. Beyond just being a tool for compliance, Consent Mode can also allow for deeper analysis through the use of modeled data. By integrating consent into every step of the customer journey, marketers can maintain the integrity of their data while respecting user privacy. The combination of AI, Cloud and Consent Mode allows marketers to move beyond traditional data analysis, offering a more comprehensive approach to understanding and optimizing customer interactions.
The Road Ahead
The road ahead is complex and fraught with challenges, but it’s also full of opportunities. By embracing incremental changes, focusing on first-party data and leveraging the full potential of AI and Cloud applications, marketers can not only survive but thrive in this new environment. The key is to shift from a reactive stance to a proactive strategy — one that anticipates change and adapts before any pain.
As the privacy landscape continues to evolve, it’s those who prepare today who will lead tomorrow. We’re here to help at any stage of the path—contact us to learn more.
