IAB Publishes CCPA Specs; Google’s Privacy Moves; and Social Commerce Surging.
On Monday, the IAB Tech Lab put out technical speculations that publishers can follow for real-time bidding transactions in order to be compliant with the California Consumer Privacy Act (CCPA). The privacy act officially begins in six weeks. The IAB spent almost a year speaking to lawyers, publishers, tech companies, and many lawmakers to produce the specifications.The speculations take the form of a contract that highlights the relationship between publishers and their ad tech partners. Additionally, it specifies when a publisher’s partners can use consumer data in the bidding ecosystem. Publishers will need to find a way to stop their ad tech partners from using the data in the event that the correct protocol is not in place.
Starting February, Google plans to strip contextual content categories from Google Ad Manager bid requests sent to buyers. Google stated that the purpose of the changes is “additional steps to safeguard user privacy”; however, advertisers can still access other data like location (down to the city), web site URL, and app names. Advertisers are confused by these changes since those details seem more private than content consumption information.
Some advertisers believe that Google is demonstrating to data protection authorities that they are taking privacy concerns (GDPR) seriously and are making more changes to protect user data. “As pressure mounts, Google is looking to show more and more ways of moving positively in the privacy direction while still maintaining the revenue model,” said Ian Lowe, Vice Presidents of Marketing at Crownpeak.
Many are waiting to see Google’s stance on privacy and are waiting to see how they will handle third-party cookies and their Chrome browser, which is a decision that will affect the entire ad tech ecosystem.
Inform Inc. and ad tech company headquartered in Atlanta filed a lawsuit again Google for anti-competitive behavior, stating that the company “effectively put Inform out of business.” The lawsuit further alleges that Google used its hold on the internet search and mobile market to weaken competition in the ad tech industry. Reportedly, Inform made more than $100m in revenue during 2014 through 2016 and Google put the company out of business.
“The totality of Google’s illegal and anti-competitive conduct across multiple, inter-related markets demonstrates a frightening march to online and digital dominance,” states Inform.
Shopping on social media is expected to grow dramatically during the holiday season. Consumers will be given additional ways to purchase items on their mobile devices. Phones are currently the most popular driver for social commerce with 57% of users saying that they used their mobile device to purchase a product via social media. At the same time, social commerce dropped on desktop computers.
“Shopping through social platforms will see a good amount of traction this holiday season,” said Darin Archer, chief strategy officer at Elastic Path. “Social commerce allows brands to reach people when their attention is already on an item of value — even when the transaction isn’t happening fully in the app.”
Because of this, a Deloitte survey found that Cyber Monday is even more important than Black Friday.