Indeed, in today’s market, DPOs don’t operate in a vacuum; as the company’s liaison with consumers, they are acutely aware of the changing media landscape. For example, the growth of the app ecosystem and connected TV space is changing how brands target and engage with consumers. Meanwhile, brands are under immense pressure to ensure that every dollar spent is both addressable and measurable. DPOs act in the privacy interests of consumers; that duty is consistent with urging their company to adopt new, privacy-centric solutions to fit what this evolving market needs.
Critically, the playbook of the walled gardens is now replicable on the open web and presents a huge opportunity for publishers to take back market share of marketer ad spend.
Big tech companies have taken a disproportionate amount of the pie for so long because they invested heavily in creating a value exchange with their users that encouraged people to share more information. Without having to rely on third-party identifiers, they were able to help brands target ads at the specific people they wanted to reach and ultimately, measure the outcomes of those campaigns.
This is why so many publishers are developing an “authenticated user strategy,” to start capturing people-based marketing budgets. While it is new territory for many publishers, they are taking this leap to future-proof their businesses as brands evolve their media buying strategies.
DPOs can help here by separating the wheat from the chaff, and by discerning identity solutions that properly respect privacy standards from those, such as fingerprinting, that increase risk to consumers. Only solutions that minimize risk to personal information, such as authenticated identity (with consent), should form the foundation of a company’s advertising stack.
Leading the best path forward
A publisher’s most valuable asset is their relationships with their users. Authenticated identity (with consent) enables publishers to engage in a new win-win advertising ecosystem that can maintain consumer trust while helping to facilitate continued engagement and rapport between publishers and consumers.
As the industry contends with turbulence, a strong and independent DPO can be an unexpected asset in helping teams find ways to navigate privacy regulations by advocating for what matters: respecting consumers’ privacy expectations while creating and maintaining these valuable relationships.
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