How Data Privacy Works in Digital Marketing

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Access to data can facilitate interaction between brands and consumers, allowing companies to customize content according to the needs of their audience. But how can you take advantage of these benefits and maintain data privacy in digital marketing?

It all seems simple and easy, but in practice it doesn’t quite work that way. Digital marketing professionals need to combine personalized experience with regulatory compliance.

Changes in the use of data in digital marketing
Companies like Apple have been investing heavily in their privacy policies. iPhone apps will have to comply with privacy changes in iOS 14.5 , which require permission to track users across other apps and websites.

The result was a huge loss for companies that use brazil telegram data cross-service tracking data as a source of revenue. In a desperate attempt, Facebook included a disclaimer stating that access to data for personalized ads helped keep the platforms free .

The appeal had little effect, and Apple users continued to adopt the data privacy policy en masse. The result was that these companies lost almost $10 billion in revenue in the second half of 2021 alone .

Data Privacy in Digital Marketing
One of the main changes since the General Data Protection Law (LGPD) came into force is the issue of cookies – small files created by websites and saved on the user's computer via the browser. In practical terms, they contain information that identifies visitors, either to personalize the page according to their profile or to facilitate the transfer of data between pages on the same website.

This type of file works as an individualized capture of user information, without the knowledge of specific people. According to Rodrigo Nascimento, founder of Buscar ID and author of the book “Marketing in the age of data – the end of guesswork”, “ adapting to the General Data Protection Law is not simply about stating whether people accept cookies. It is much more than that” .

And it is precisely in this sense that FLoC (Federated Learning of Cohorts) has emerged as a replacement for cookies. It has the same idea as its predecessor: to understand people's behavior so that companies can offer products and services according to users' preferences. The big difference is that FLoC does this in a group manner, and not individually as it was before.

“FLoc won’t say that the user is a number, it will put them in a group that likes this and that,” Rodrigo points out. In fact, Google itself has already announced the end of cookies by 2023 .

Use of data in digital marketing
Even though FLoC can offer companies a little more assertiveness, it won’t do any good if there’s a lack of transparency. This is because marketing is moving away from extreme personalization. But how can we get around this problem?

For José Vitor Lopes e Silva, a lawyer specializing in digital law and founder of Lopes Advogados, flexibility can be the big differentiator. “We need to find a tool that is flexible enough to allow the collection, structuring and analysis of this data. Both within the tool and integrated with solutions.”

To understand how legitimate interest works in marketing, you need to adopt two essential measures: transparency and clearer policies. To do this, you need to build a good data mapping stage, design processes and use the right platforms for your business.

Tips on using data in digital marketing strategies
Organization, aligned processes and transparency are fundamental characteristics for companies that want to use data assertively. Check out some good practices that should be adopted in data privacy in digital marketing.

Learn how to justify the origin of the data
The company must have all the information justified: “When you are questioned, you can defend yourself and use the answers you have as a basis. You don’t audit what you think you have, but rather evidence that has been recorded over time” , highlights José Vítor.

This transparency about the origin of the data can be used to show the user how your company accessed the information.

Request ONLY the necessary data
Data that is sensitive to one company may not always be sensitive to another. For José Vítor, “ sensitive data depends on the context” . Therefore, only ask for what is relevant to your business. Marketing needs to obtain the necessary information and, if more data is needed, it must be justified in the Privacy Policy.