Consumer expectations
People want to be in control of their data and expect it to stay secure, private, and unexploited.
Higher expectations for privacy are changing the way marketers reach their audiences and measure results. This is a guide to measuring and driving ad performance with the right strategy and solutions, all with privacy in mind.
At Google, our goal is to enable an ad-supported, open
internet that creates opportunities for businesses to grow,
while respecting people’s preferences for privacy. That’s
why we approach our products, programs, and partnerships
with a long-term privacy lens that’s focused on adapting to
a changing, complex environment.
Learn more about
our
commitment to privacy
People want to be in control of their data and expect it to stay secure, private, and unexploited.
Lawmakers around the world are putting comprehensive data privacy laws in place to give control to internet users and to protect user data.
Browsers and mobile operating systems like iOS and Android are shifting away from tracking people across sites and apps by restricting third-party cookies and identifiers.
Without proactive measures, regulatory and technology changes could affect your ability to reach relevant audiences, measure your marketing performance, and win customer trust.
Source: Google/IPSOS, APAC Consumer Expectations: Understanding Data Privacy Ethics for Effective Marketing, Australia, n=1500, Internet users, January-March 2022
Taking steps to be privacy-ready can be daunting. Google is here to help you continue to drive advertising performance while protecting people’s privacy. With the right strategy and privacy-preserving technologies in place, you can continue to reach customers with relevant ads and measure the results – even when relying less on third-party cookies.