Google recently declared that it will stop tracking users across the web, and Apple has started requiring app makers to obtain consumers’ consent before tracking and profiling – moves that affect brands in every industry. At a weeklong meeting this month, digital advertising leaders delved into a privacy-first “Great Reset” to address intensifying government regulation of consumer data and these “judge, jury and executioner” actions by the browser giants. Speakers detailed which industries will face steeper challenges with data collection and highlighted three core data strategies that all companies could pursue. This article dissects and analyzes Google’s new policy and ad tools, and illuminates the latest twists in consumer data compliance for cookieless advertising and marketing, with input from Loeb & Loeb partner Jessica Lee. See “After Death of the Cookie, New Advertising Strategies Raise Compliance Questions
” (Sep. 2, 2020).