Telling You About The Google Privacy Transition for a Year

Here's What the Google Privacy Transition Means for You...

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The Affects of the IOS Privacy Changes are Already Impacting Digital Marketing

Apple's changes to IOS privacy impacted 40% of the market when they changed tracking from default to opt-in. They now allow consumers to choose whether third-party marketers could see what they are doing online. The ability to track online activity by user has fueled retargeting and pixel tracking for platforms such as Facebook ads and many others since the beginning of digital marketing.

We have been saying for the last year now that Google, who owns Android (the other 60% of the market) would soon follow suit. This closes down tracking and targeting for the rest of the market and leaves third party ad platforms out in the cold when it comes to being able to identify and market to users based on identity.

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Google's Privacy Changes are Full Speed Ahead

According to CNBC's article about Google's planned privacy changes, Google just announced that they are enacting the same policies on Android as Apple, which wiped out more than $232 billion in Facebook value alone, not to mention many other third-party ad platforms that rely on the ability to track consumers online. Everybody is cheering on this huge privacy push, but it is a bit premature to break out the champagne.

Here is the bigger news that always seems to get left out of the story.

Why the big push for privacy and why now?

Well, what Apple didn’t tell you was that since the IOS 14 release date (when the new privacy policy was implemented), Apple Search Ad sales have soared taking much of Facebook’s share. Nothing to see here, right? They didn’t let you know that, just because third-party can’t track you, you are still tracked – by them

So What Is the Real Point of the Changes?

Same thing is going to happen with Google and their 60% market share. The rest of the third-party ads disappears for those who are not currently working on solutions. So, what does this mean? It means that, to access Google and Apple users, you are going to have to go through them directly and lack of competition is never a good thing.

There are those of us working diligently on the problem and we are really close to having solutions, but these moves by Big Tech are just an indicator or what is coming down the road. They will continue to fence off their data because it is the most valuable commodity they own.

We've been telling people about this wave of Digital Transformation, start collecting data now before it is all gone. As a company, your community is your strongest asset and you need to start building for that now, not tomorrow. As the old saying goes, "It's best to dig your well before you're thirsty." And from what we're seeing the thirst is already setting in for a lot of businesses.

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