As a continuation of my previous post on Google's decision not to allow individual tracking (https://alittleclass.blogspot.com/2021/03/google-to-stop-tracking-individually.html), I saw an article in WSJ on how one of the Big 3 advertising conglomerates, Publicis Groupe, is partnering with Trade Desk Inc. in providing a combined databank of personal IDs between Trade Desk and Publicis Groupe's, through their data marketing agency, Epsilon. On a side note, it's personally funny because as someone who works for one of Publicis Groupe's agencies, Epsilon was just a team that had signs in our office but no one knew what they were truly doing. Good to know it's a real thing and a light is being shown on them.
Back to the topic. This is exactly what the original article predicted. How the decision from Google will not stop individual tracking, but will open up new marketshare for companies that has a wealth of proprietary customer data. I actually got a company newsletter from Publicis Groupe's CEO, Arthur Sadoun, on this exact announcement, trumpeting how this deal will provide real personalized marketing opportunities to our clients. So, what's meant to deter personal tracking, might open up a world where it becomes uber personalized. Again, going back to what the people from 'Social Dilemma' were saying, all of this is has good intentions, making our daily lives more effortless and creating the type of utopia that we all read about as a kid. It's only when these tools and inventions are used by companies and organizations that are trying to manipulate the user for their benefit, it becomes harmful and create social issues.
It seems I'm actually part of the issue, since I work for an advertising agency, so I'll end here.
Here's the article to the partnership between Publicis and Trade Desk: https://www.wsj.com/articles/publicis-groupe-signs-on-to-use-trade-desks-alternative-to-cookies-11617883217
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