* This article is a paid service of Digiday[Japanese version]a media for next-generation leaders responsible for branding.DIGIDAY+This is a reprint from.
Privacy is the single biggest challenge facing the modern digital media sector. Governments around the world are scrambling to address growing public concerns about the extent of online information advertisers can access.
This global movement has spawned acronyms like CPRA (California Privacy Rights Act) and GDPR (EU General Data Protection Regulation), transforming the internet’s biggest platform to upend its nascent digital orthodoxy. has now left an indelible imprint on the marketing landscape.
Google’s Privacy Sandbox initiative, which aims to explore “alternatives” to the ad-targeting tools built into Chrome, has come under a lot of criticism. But even Google’s harshest critics will admit that Apple’s approach, which has ushered in a more privacy-focused era, hurts far more.
In fact, the creators of Apple’s privacy policy were told by IAB (Interactive Advertising Council) CEO David Cohen at the industry group’s major annual gathering in late January that they would “kill the advertising industry.” He was reportedly labeled a “political opportunist” whose mission was to
However, not everyone agrees completely with such confrontational expressions.
DIGIDAY’s “Confession” series, in which industry insiders speak anonymously and honestly. Here, an executive from a major media outlet shares his thoughts on this high-profile issue. The article has been edited for clarity.
——What do industry insiders think about Apple?
Some people profess that Apple is their inner enemy, but I think that’s where it gets tricky. Many people say this. “As an Apple user, I love what they do…”
So when it comes to taking data privacy seriously, they’ve done a much better job of building trust with their user base. The irony is that if the rest of the industry had taken privacy more seriously over the years, this disruption wouldn’t have happened. So labeling them as enemies might be going too far.
I’m sure everyone wants to know how they think and how they interact, but I doubt it will ever happen.
——Many people say that these platforms are de facto global regulators because of their size. What do you think about that?
Coming up with a single data protection and identity solution that works across the United States, or ideally across the world, is no easy task and will require a lot of thought.
It’s hard to keep up with the latest developments, and every time a state or country passes a bill, it never quite matches reality. The challenge the industry is trying to solve is how to balance something with enough scope and specificity to predict what might happen in the future.
——What are your thoughts on how Apple will challenge the industry-leading companies?
It feels like the days when only two big companies, Facebook and Google, could make a lot of money are over. I can deny that. But these are big companies, they won’t disappear overnight, and it’s silly to think so.
But they no longer think they have the power to hire anyone on a whim. There’s a lot of discussion going on right now that Microsoft’s investments in things like ChatGPT could pose a real threat to the search business.
And with TikTok threatening YouTube and making more of the social media side of things, over the next year (or years) we will see monopolies begin to ponder their business models. think.
[original text]
(Text: Ronan Shields, Translation: Satomi Fujiwara/Galileo, Editing: Ryohei Shimada)
Source: BusinessInsider
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