Will Privacy Concerns Limit Retargeting on Google Display Network

Google’s use of cookies to track consumer behavior on the web has been front and center in the news this past week.

According to The Christian Science Monitor article Jeff Ward-Bailey:

Google spent much of last week dodging criticism from Apple users about its online privacy practices. But when Microsoft got involved this week, that’s when things got really interesting.

Users of Apple’s Safari browser recently claimed that Google was violating their privacy by circumventing a mechanism the browser uses to disable tracking.

Here’s what’s (apparently) going on under the hood: by default, Safari disables third-party cookies, nuggets of code that companies can use to identify users returning to a site they’ve visited before, or to track what other sites they visit. Safari can accept cookies if a user explicitly gives permission, but Google’s ad platform reportedly used a workaround to mimic approval of its cookies.

Will ReTargeting Campaigns Be Impacted?

Just like the Do Not Call law had dramatic impact on the telemarketing industry, will new browser cookie privacy laws but a huge dent in the ability to build retargeting audiences?

There will be an impact for sure but how the privacy filters will be implemented are just no clear.  If all web browsers ship with cookies blocked, this could change the landscape on behavioral targeting.

If websites start requiring consumers to turn on cookie tracking to use their website, the benefits must be very strong.  In any case, business owners should be tracking this privacy issue carefully because it will have a significant impact on digital marketing strategies.

Privacy Laws May Expedite Mobile Apps

With this recent uproar, I would think that dealers would expedite the roll-out of dealer branded mobile apps.  The apps provide a direct communication channel with customers.

With email delivery rates low and privacy concerns on the rise, mobile apps are a strong way to have two-way communications with your customers.

As part of the delivery process or service process dealers can encourage smartphone owners to download the dealership’s custom app right in the store.

Recently, PCG awarded the Spotlight Award to one such customizable app from Dominion Dealer Solutions called “Be Back App“.  There are many new dealership apps coming on market that dealers should investigate and implement as part of their sales and service processes.

The digital landscape continues to change, and I’ll do my best to keep you ahead of your competitors!    I hope to see many of my readers at the 2012 Automotive Boot Camp, May 15-17th in Las Vegas.  I’ll remind you about the conference through retargeting!

Brian

Brian Pasch, CEO
PCG Consulting
brian@pcgmailer.com
732.672.2356
 

Tags: browser tracking, cookie tracking, google privacy, google privacy concerns, privacy laws