How Marketing Can Proceed

Hayley Lattman (Geftman-Gold) is an established New York lawyer who has focused on privacy and data marketing in her years working with corporate clients. Industry focused, attorney Hayley Lattman has a strong interest in ways that companies navigate consumer data that, with new regulations, is increasingly difficult to access.

As highlighted in a Forbes article, major shifts have occurred within the marketing landscape, including those related to the California Consumer Privacy Act and the EU's General Data Protection Regulation.

At the same time, Apple, which provides the iPhone interface for much mobile marketing, has added new privacy restrictions to its mobile operating system. Users now need to deliberately opt-in when sharing their “Identifier for Advertisers” (IDFA) in apps. This makes highly personalized ad delivery much more challenging and impacts major apps such as Facebook, which generates $84 billion annually through advertising alone. In addition, by 2022, Google will phase out third-party cookies on its Chrome platform, which will impact marketers ability to glean individual consumer insight from clicks and other online activity.

With the ability to market products to individuals slipping, the positive is that these changes affect all companies alike. Consumers still exist and impactful content can still be distributed to audience-aligned locations. As access to data becomes more restricted, human insight becomes ever more important. The optimal approach moving forward may be one that employs transparent, identity-based marketing techniques that are fully compliant with privacy law.