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Access to data is capable of facilitating interaction between brands and consumers, enabling companies to personalize content according to the needs of their audience. But how can you count on these benefits and maintain data privacy in digital marketing?

Everything seems simple Brother cell phone list and easy, but in practice it doesn't work that way. Digital marketing professionals need to bring personalized experience together in compliance with regulations.

Changes in the use of data in digital marketing
Companies like Apple have been investing heavily in privacy policy. iPhone apps will have to comply with privacy changes in iOS 14.5 , which require permission to track users across other apps and websites.



The result of this was a huge loss for companies that use tracking data between services as a source of revenue. In a desperate attempt, Facebook included a request stating that access to data for personalized ads helped keep the platforms free .

The appeal had little effect, and Apple users continue to adopt the data privacy policy en masse. The result was that these companies failed to earn almost US$10 billion in the second half of 2021 alone .

Data privacy in digital marketing
One of the main changes since the General Data Protection Law (LGPD) came into force is the issue of cookies – small files created by websites and saved on the user's computer, through the browser. In a practical way, they contain information that identifies visitors, either to personalize the page according to their profile or to facilitate the transport of data between pages on the same website.

This type of file works as an individual capture of user information, without the knowledge of specific people. According to Rodrigo Nascimento, founder of Buscar ID and author of the book “Marketing in the era of data – the end of guesswork”, “ adapting to the General Data Protection Law is not simply asking whether people accept cookies. It's much more than that . ”

And it is precisely in this sense that FLoC (Federated Learning of Cohorts) is emerging as a replacement for cookies. It has the same idea as its predecessor: understanding people's behavior so that companies can offer products and services according to users' preferences. The big difference is that FLoC does this in a group way, and not individually as it was before.

“FLoc will not say that the user is a number, it will place them in a group that likes this and that” , highlights Rodrigo. In fact, Google itself has already announced the end of cookies for 2023 .

Using data in digital marketing
Even though FLoC can offer a little greater assertiveness to companies, it will be of no use if there is a lack of transparency. This is because marketing is moving away from extreme personalization. But how to get around this problem.

[Reklama]