Google, the online advertising giant, says it is developing new display advertising protocols in browsers. The goal: to display less advertising to users, and to stop targeting visitors individually. No, this is not a joke. The name of the project implemented by Google is Privacy Sandbox. It is an “open web” technology that could be implemented on Chrome, but also on other browsers. It’s actually a new API that allows Malaysia WhatsApp Number List to target users, without having access to their personal data. Concretely, an advertiser can make a request to the browser on the visitor of a domain, the browser will make a response to this API call with information about the user, but without too personal data. Google actually wants to end personal targeting, to use group targeting. Browsers would share enough information with advertisers to put users into groups, which de facto would end personal targeting.

Limit advertising pressure Google also wants to limit the ability of advertisers to send advertising by establishing a “privacy budget”. This will limit the API calls that domains can make on a user. With these limited resources, the amount of advertising that can be addressed to the same person should be reasonable. This “privacy budget” will limit (on paper) the ability of advertisers to follow and track users. With this announcement, Google wants to limit a little the ability to be too intrusive, while maintaining control over the advertising market, and without depriving publishers of revenue. It’s a complex equation where Google has everything to lose if the rules are too strict. It remains to be seen how the other market players will react (publishers, DSPs, agencies, and more generally programmatic and retargeting players) who must fear for their income.

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Henri Griesmar, alias Hardisk, explains in this interview the practices of brands in terms of video. Brands are creating more and more videos for their communication or marketing needs, with varying degrees of success. Less than 15 years after the creation of YouTube, the codes of the genre have evolved a lot, with the advent of YouTubers stars and a strong culture around this very particular genre. In this context, what place is left for brands? What are the best practices for giving meaning to your videos? How do you relate to other content creators and their communities? Henri Griesmar, YouTuber under the nickname Hardisk and director of a video production company, offers us in this interview his vision of the current market.

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I am Henri Griesmar, Hardisk on the Internet, I have been making video for 6 years now. I first worked on fairly classic productions (corporate, advertising …) before becoming interested in virtual reality films, for which I participated in the production of experiences for Coca-Cola, Club Med, Nestlé and others. At the same time, I manage my YouTube channel which has been my main job since September 2017. With the democratization of the use of video, many brands have started to produce it. What mistakes should they avoid? The good practices and objectives sought? It is true that it has become a necessary step for many brands with a strong presence on social networks. We find in this exercise the same problem as in other types of original creations: the fear of control.

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We cannot control how the video will be commented, reworked, parodied … The brands that work best on these media are precisely those that allow themselves the most this loss of control or even play with it by sharing the creations and diversions of their communities on their networks. I don’t think, however, that there are any limits on who can make video online: any brand can start doing it, but it has to serve a more general purpose. Making video is not a goal in itself. This should not be a fad driven by leaders who do not want to miss the boat. Those who are successful in exercising are usually the ones who have things to say. Another risk concerns the team that will take care of it. Many companies try to achieve them themselves, without special skills, by employing people already present in-house.

But if it’s not taken seriously with real resources, the results often won’t measure up. Two choices are possible to move in the right direction: hire someone with real skills to deal with the subject on a recurring basis, or hire an external service provider whose job it is for one-off needs. What can video do that other media can’t? The video will make it possible to reach other people because it has become the priority distribution medium, especially among young people. They are easy to access, fast, allow serendipity and are often hosted on multi-content platforms like YouTube or Facebook. Brands can therefore have their video among others, whereas when we read an article, we are already engaged in a consumer process that does not require going through several pages.

 

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