Privacy and the Intersection of Ethics From a Data Perspective

When I meet someone new, I may choose to share personal details about myself and my life in an effort to connect. I may reveal that I live in Toronto; that I love cycling and yoga; that I enjoy spending time on Instagram and LinkedIn. But in all of these instances, I only reveal what I want to reveal. I can keep any other details to myself without having to opt out or explain. Online, I’m not given this same luxury, and neither are you. The tech giants of the world (Google, Facebook, Amazon and many others) know details about my life that I didn’t choose to share—details that I may not even be aware of myself. Understandably, today’s consumers are raising concerns about the ethical dilemma that this dynamic creates. How data benefits marketers To really wrap your head around this, it’s important to understand why this data is collected and put to use in the first place. Marketers are in a unique position to leverage massive amounts of data to reach target audiences. Over the last decade, the information we have about consumers and how they’re engaging with the world—both online and offline—has become increasingly granular. If we’re focusing on positives, data undoubtedly makes it easier to tailor advertising tactics—and even specific creative assets—to the users who are most likely to benefit. In some cases, data unlocks customer segments that marketers wouldn’t have thought to target if left to their own devices. In others, it allows for optimization that drives conversions and sales at incredible rates. Why Apple’s IDFA Update Is Great for Out-of-Home Advertising Balancing data access with privacy and ethics Some consumers appreciate the way their ads are tailored to their interests and habits. The common mindset here is simple: if advertising is going to infringe on my life no matter what, I’d rather at least see products and services I may be interested in. You may have even seen examples of people poking fun at this concept, like romantic partners trying to hack the algorithms on each other’s phones to prompt ads for engagement rings or luxurious gifts. Consumers are aware of the potential benefits afforded to the marketing world by data access, but are they aware of the costs? It’s a fair question to ask whether the average consumer fully understands the way their data is being traded for services online, and whether they’d make the same choices if they did. According to Trustwave, the average consumer’s digital footprint and data is valued at $250 a person. Did you know that stat? I’d be willing to bet the answer is no. Part of the reason consumers are left in the dark is that specifics of data use are often hidden deep in sites’ terms and conditions legalese, which few—if any—consumers are apt to read. Data collection is the commodity that makes so many other transactions possible, all to the detriment of consumer privacy. Policy falls behind innovation The solution many propose to balance data and privacy is, of course, policy that governs these use cases. However, with rapid advancements in other industries, useful policy typically lags far behind the innovation itself. By the time it’s clear that restrictions need to be set regarding a particular advancement, the damage is often already done. We can see this today as big tech companies continue to come up with new and exciting ways to get to know their users better. While most people agree that these companies weren’t acting maliciously when they dreamed up these tools, the reality is that any benefits to brands’ marketing strategies as a result of data use may have equally significant consequences for consumers. What this means for marketers As a buyer and supplier of data myself, the reality is that I’m also complicit in this operation. And as a marketer, chances are, you are too. We owe it to ourselves to consider the tradeoffs each time we work with data. Here’s what’s been working in my own organization. First, when you begin a new project with a data-based component, understand the answers to these questions: Did the consumer understand that this data was being shared? Will it feel intrusive to receive an ad that’s targeted in this way? Does our campaign really need this data to move forward? If the answers steer you towards prioritizing privacy over performance, trust that it’s for a reason. Then, have conversations as a team about your data use as an organization. Don’t shy away from the topics that are difficult, like algorithmic bias and the right to individual privacy. These are the conversations that allow your organization—and the ad industry as a whole—to grow and develop in a way we can all be proud of. And hopefully, they’re just the beginning.