The advertising industry has been saying that it will shift toward more privacy-oriented approaches for years, but many marketers still use invasive paradigms to try to extract as much data from users as possible, executives from Mastercard, Instacart and Dstillery shared at the ADWEEK House at Cannes Lions.
“I think when the adtech community talks about privacy first, I think that’s normally code for, ‘We’re still going to track users, we’re just going to do it with their consent,’” said Michael Beebe, CEO at Dstillery.
And consumer consent is often not even fairly won.
“If you’re trying to hide behind six pages of extremely microprint and say, ‘Unless you click on this, I won’t let you go do something, and if you click on this, you’re done for, because you’re signing your life away,’” said Raja Rajamannar, chief marketing and communications officer at Mastercard, on what brands typically get wrong.
