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People want to be in control of their data and expect it to stay secure, private and unexploited.
Drive ad performance in a privacy-first world
Higher expectations for privacy are changing the way marketers reach their audiences and measure results. This is a guide to measuring and driving ad performance with the right strategy and solutions, all with privacy in mind.
Making ads useful, relevant and more secure
At Google, our goal is to enable an ad-supported, open internet that creates opportunities for businesses to grow, while respecting people’s preferences for privacy. That’s why we approach our products, programmes and partnerships with a long-term privacy lens that’s focused on adapting to a changing, complex environment.
Learn more about our commitment to privacy
The changing digital ads ecosystem
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Consumer Expectations
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Regulations
Lawmakers around the world are putting comprehensive data privacy laws in place to give control to internet users and to protect user data.
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Platform changes
Browsers and mobile operating systems like iOS and Android are shifting away from tracking people across sites and apps by restricting third-party cookies and identifiers.
Key regulations where you are
We recommend researching which privacy regulations apply to your business and seeking legal counsel to stay up to date on the evolving regulatory landscape in your market. The main regulation to consider in Europe is:
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UK General Data Protection Regulation (UK GDPR)
The UK GDPR specifies requirements for businesses established or operating in the UK, and regulates how they collect, use, and store personal data.
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General Data Protection Regulation (GDPR) - EU
The GDPR specifies requirements for businesses established or operating in Europe, and regulates how they collect, use, and store data. Learn more about Google’s EU user consent policy. Google is always working to stay compliant with regulations like these to help make compliance easier for your business.
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The Privacy and Electronic Communications Regulations (PECR)
PECR complements the UK GDPR and, among other things, sets out specific rules around the use of cookies and similar technologies.
These changes could impact ad performance
Without proactive measures, regulatory and technology changes could affect your ability to reach relevant audiences, measure their marketing performance and win customer trust.
Measurement
Ad and analytics platforms may lose conversion tracking data for same-device and cross-device conversions.
Audiences
Restrictions on third-party cookies can make remarketing lists smaller, impacting your ability to reach an engaged audience.
Reporting
Loss of data hinders accuracy and complete measurement of conversions. Over time, this could mean drops in return on ad spend and top-line revenue.
Trust
In today’s digital environment, brands that don’t give privacy the attention it deserves risk losing customer trust.
Build your privacy-first Google Ads strategy
Taking steps to be privacy-ready can be daunting. Google is here to help you continue to drive advertising performance while protecting people’s privacy. With the right strategy and privacy-preserving technologies in place, you can continue to reach customers with relevant ads and measure the results – even when relying less on third-party cookies.