blog: Don Marti


memo to self: learn CSS grid

02 December 2018

I need to make a new chart of different kinds of third parties that we will need in the post-creepy ad world.

One area that tends to get overlooked in the data-driven marketing world is defense.

Just a few examples.

  • Amazon stopped sending email receipts, to keep email services from targeting people with ads based on their Amazon shopping habits.

  • Google's Ads Data Hub restricts how advertisers can combine Google and non-Google data.

  • Facebook announced it would eliminate all third-party data brokers.

What do these companies have in common? They're marketing's winners. Meanwhile, publishers festoon their sites with consent management platforms that capture consent for all surveillance marketing, everywhere. They'll even get consent for tracking by third parties that the publisher doesn't even use. Why play to lose? If you run a trusted site in a position to get consent and prove you got it, you want fewer other companies getting that user's data, not more.

So the obvious counterpart to the consent amplification carried out by CMPs is some kind of objection amplification.

If the user clicks something other than "OK" on the GDPR consent dialog, don't just set their consent to zero. That non-consenting user needs to have their voice heard, not just filed away. Ask: Do you want to deny tracking just by our site, or by all these third parties? Then show them a list of Lumascape firms, most of which look like they were named not by branding experts, but by some guy in Florida who mainly communicates by "finger guns". When the user says, hell yeah, I don't want to be tracked by all those companies either, then that's when the objection amplification starts. Generate a Article 21 objection for every company you can think of, get the user to sign off on them, and send them out. (This is why it has to be a platform. Could be quite a bit of verbiage here.)

Now the record of objections sent is a piece of data for ad sales. "Buy ads here because x% of our users can't even legally be targeted by those other companies."

Internet platform companies play defense all the time. Will publishers?

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