Did you know Google once had a tagline, “Don’t be evil”? This phrase was a key part of its corporate code of conduct, symbolizing its commitment to ethical and transparent business practices. And, in 2015, the tech giant replaced it with “Do the right thing.”
The word ‘irony’ comes to mind.
Recent headlines have accused Google of a “clear abuse of privilege,” according to the judge overseeing the Justice Department’s antitrust trial concerning its alleged digital advertising monopoly. The corporation’s ethos now feels like one hefty smoke screen in this context.
Now look, I don’t for one second want this article to be a point-blank Google bashing. We’re in a world where we need Google as much as we don’t. But the point which I am trying to make is, that we rely too heavily on these tech giants at times, and in many instances, we could – and should – look to defend ourselves.
As many of you will know, this summer Google backtracked on its long-standing promise to block third-party cookies in Chrome. Despite this being a step back for many in the pursuit towards a privacy-centric era, it’s a pretty good outcome for Google. The core reasoning behind this decision was time; time to address some of the key issues that data privacy regulators have raised about its well-discussed solution, Privacy Sandbox.
Another awkward realization in recent times is that Google’s Privacy Sandbox terms may, ironically, violate privacy law, according to new research by the Movement for an Open Web (MOW), a nonprofit interest group that advocates against restrictive digital walled gardens.
Again, let me preface this with: I am NOT bashing Google. I am merely shining a light on the huge transition our industry is witnessing right now. No one is going to get it right the first time. And, we all have to learn together on this crazy roller-coaster ride. The question is, can we do things right? Can we be better? And if so, how?
Doing the right thing. Actually.
Many of us are still trying to determine what the best next steps are. How can we be part of a future that places privacy right at the centre of everything we do – whilst reaching scale and growing revenue? Is there a world where scale and trust exist together in tandem?
You wanna know my take? Yes. Yes, we can – and it might not be as difficult as you think.
Most readers will know that contextual targeting’s market share has soared in recent years. The Global market for Contextual Advertising is projected to reach $562.1 Billion by 2030. By its very nature, contextual advertising is inherently 100% privacy-safe and cookieless. Instead of targeting individuals, this technology focuses on context and relevance as its core methodology. This approach not only alleviates concerns associated with third-party cookies and outdated practices but also offers a smarter way to reach new, unknown audiences by targeting the environments that consumers love.
This isn’t to say targeting users on a one-to-one level is bad. Quite the contrary. One-to-one marketing and engagement between a consumer and brand is still the holy grail for brands looking to keep and retain loyal customers. But while first-party data and smart CX strategies can help activate personalized, meaningful connections with known audiences, contextual intelligence can support businesses in attracting new audiences. The two together create an incredible use case for the future of brand storytelling.
So, whether or not Google decides to ‘do the right thing’, there are incredible options available to advertisers who want to thrive in the new marketing era. And fortunately for you, Silverbullet can do both.
If you want to find out more and see how we can help you, then get in touch today! You can find me on LinkedIn here.
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