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Navigating the Road Ahead: A Panel Discussion on Third-Party Cookie Saliency and Data Privacy
September 4, 2024
Open House 25 played host to critical insights into the future of digital advertising, highlighting the need for adaptability, transparency, and responsible data use.
carsales mediahouse, was proud to host a panel of industry experts gathered to discuss the future of digital advertising in light of the decline of third-party cookies and impending privacy legislation changes at its upfront event, Open House. Led by Wade Kingsley the panel featured insights from Josh Faulks (AANA), Gai Le Roy (IAB), Ben Shepherd (Schwartz Media), Elena Woods (Renault Australia), and Davor Vilusic (carsales mediahouse). Together, they explored how brands can adapt to these significant shifts impacting the advertising landscape while maintaining effective marketing strategies.
The Shift from Cookies to Cookie-less Solutions
The discussion began with a dive into the transition from third-party cookies to cookie-less solutions. Ben Shepherd set the stage with a striking analogy: "Think of cookies as combustion engines and cookie-less as EVs and hybrids. The transition will be gradual; it’s not going to happen overnight." Shepherd emphasised that while this shift is inevitable, it will unfold at different paces for different players in the industry, with some consumers and companies slower to adopt the new technology.
Gai Le Roy reinforced this perspective, noting that while Google's evolving stance on cookies has introduced uncertainty, it has also driven the industry to innovate. "The journey towards reducing reliance on cookies has ensured that everyone is on the path they need to be on, even if that path is still being defined," she said. Le Roy pointed out that this ongoing shift has encouraged companies to be proactive, preparing for a future where cookies are no longer the dominant tool for digital marketing.
Josh Faulks brought the conversation back to the local context, highlighting the need for Australian brands to strike a balance between the influence of global tech giants and the opportunities presented by local providers. "Australian brands need to partner with platforms that can navigate these complex changes while maintaining consumer trust, which is crucial in this new environment," Faulks advised.
Davor Vilusic added to this by discussing carsales mediahouse's approach, which combines elements of both a walled garden and open web strategy. "We’re not becoming a walled garden, but we are leveraging the best of both worlds to ensure the data we collect is of high quality and used responsibly," Vilusic stated.
Data Quality and Privacy Legislation
A key focus of the panel and one that generated robust conversation from attendees was around the quality of data and the implications of upcoming privacy legislation changes. Ben Shepherd was candid in his assessment, arguing that much of the data used in the industry is flawed. "Most data is terrible," he remarked bluntly. “Brands need to be more discerning about the data they use and how they use it." He adds, “The blind faith from marketers that’s often shown with regards to the usage of data with no evidence of governance is staggering." "If there’s not a explicit value exchange between the data collector and the subject in the data that is obtained, then it opens it up to misleading claims around the data signal or misusage. Data used for advertising targeting needs to be backed by proof that the behavioural signal being offered is actually what it says it is. I strongly encourage marketers and their agencies to ask this basic question before paying for, and using, the data.”
Building on this, Gai Le Roy referenced the IAB’s findings, noting that while 94% of advertising decision-makers consider data usage critical for commercial success, the impending privacy legislation could significantly disrupt current practices. "The lack of clarity in the proposed legislation could be detrimental if not addressed properly," Le Roy warned, underscoring the need for clearer guidelines to help businesses navigate these changes. Josh Faulks echoed this urgency, stressing the importance of preparation. "If you’re not already reviewing your processes and preparing for the new legislation, you’re behind," he cautioned. "The time to act is now, before the changes take effect and leave brands scrambling to comply."
Elena Woods shared how Renault is proactively addressing these challenges by implementing higher levels of data security and privacy measures. "We’re already taking steps to ensure we’re ready for whatever comes next," she said. "It’s about being proactive and making sure we’re ahead of the curve."
Concluding the discussion Vilusic emphasised the importance of transparency and trust. "At carsales mediahouse, trust is the foundation of everything we do," he explained. "By demonstrating value to our customers and maintaining transparency in how we use data, we believe we can successfully navigate the evolving landscape of data privacy."
Data Quality and Privacy Legislation
A key focus of the panel and one that generated robust conversation from attendees was around the quality of data and the implications of upcoming privacy legislation changes. Ben Shepherd was candid in his assessment, arguing that much of the data used in the industry is flawed. "Most data is terrible," he remarked bluntly. “Brands need to be more discerning about the data they use and how they use it." He adds, “The blind faith from marketers that’s often shown with regards to the usage of data with no evidence of governance is staggering." "If there’s not a explicit value exchange between the data collector and the subject in the data that is obtained, then it opens it up to misleading claims around the data signal or misusage. Data used for advertising targeting needs to be backed by proof that the behavioural signal being offered is actually what it says it is. I strongly encourage marketers and their agencies to ask this basic question before paying for, and using, the data.”
Building on this, Gai Le Roy referenced the IAB’s findings, noting that while 94% of advertising decision-makers consider data usage critical for commercial success, the impending privacy legislation could significantly disrupt current practices. "The lack of clarity in the proposed legislation could be detrimental if not addressed properly," Le Roy warned, underscoring the need for clearer guidelines to help businesses navigate these changes. Josh Faulks echoed this urgency, stressing the importance of preparation. "If you’re not already reviewing your processes and preparing for the new legislation, you’re behind," he cautioned. "The time to act is now, before the changes take effect and leave brands scrambling to comply."
Elena Woods shared how Renault is proactively addressing these challenges by implementing higher levels of data security and privacy measures. "We’re already taking steps to ensure we’re ready for whatever comes next," she said. "It’s about being proactive and making sure we’re ahead of the curve."
Concluding the discussion Vilusic emphasised the importance of transparency and trust. "At carsales mediahouse, trust is the foundation of everything we do," he explained. "By demonstrating value to our customers and maintaining transparency in how we use data, we believe we can successfully navigate the evolving landscape of data privacy."
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