Despite initial excitement over privacy regulations like GDPR and third-party cookie elimination, the advertising industry's shift toward privacy has stagnated. Regulatory actions have become inconsistent, leading to an unexpected consolidation of power among major tech companies. The envisioned benefits of user data control have not materialized; instead, platforms such as Google and Meta have emerged stronger. Experts suggest that this trend reflects ongoing systemic issues where platforms dictate privacy terms, ultimately hampering the effectiveness of proposed reforms.
Ever since Cambridge Analytica, the privacy movement has been moving forward full steam ahead with the ad industry developing different types of PETs, clean rooms and ID solutions. But for the first time it seems as if the industry's privacy crusade is starting to lose some of that momentum.
The privacy era has mostly reconfigured the playing field, redrawing the boundaries in ways that preserve and in some cases expand the dominance of those who were supposed to be disrupted.
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