Now Is the Time to Get a Grip Around New Data-Privacy Realities Compliance might have seemed like a daunting task in the recent past, but things are just getting exciting as we move into 2022.

By Anton Liaskovskyi

Opinions expressed by Entrepreneur contributors are their own.

While all the fuss around the upcoming deprecation of third-party cookies has filled the online advertising space in the past months, new privacy regulations turn out to be another big challenge the industry is about to face. In fact, it is already here, and ignoring it is no longer an option.

Neverending treasure hunt for users' data consent

Truth be told, a multitude of reputable companies working in online advertising have put exceptional effort into the adaptation of their business models to comply with new privacy laws, hence protecting end users' personal data better. In spite of such significant effort, however, neither website/app owners nor their loyal audience are feeling satisfied with how things are going.

On the one hand, obtaining an informative individual's consent to the collection, use and disclosure of their personal data is, undoubtedly, a valuable step forward on the way of protecting people's sensitive information. On the other hand, a necessity to obtain such consent in a transparent manner frequently results in the display of huge website popups, barely comprehensible to their reader.

Related: The Technologies Consumers Can Use to Combat Fraud

More importantly, given that illegitimate data brokers have been abusing loopholes in the current regulations over the past years, the rules and requirements are likely to become even stricter in future. Namely, while the surveys prove users' understanding of consent requests hasn't improved much since their introduction, the continuously growing requirements towards message transparency (and new checkboxes) will inevitably make the popup even bigger.

Cookie notices to get more noticeable

As for the cookie notices, these will undergo significant changes in 2022, too. In particular, the Chamber of Deputies of the Chezh Republic, for instance, has already voted for the change of requirements toward the cookie notice banners starting from Jan. 1, 2022. And some other European countries, like Italy, are already following its lead.

Add it to the general shift from opt-out to opt-in principles in how the notice itself should work, and the upcoming deprecation of cookies in Chrome won't seem such devastating news after all.

Related: 8 Ways a Data Breach Could Take Out Your Company Tomorrow

Getting started with to-do lists for 2022

First things first, 2022 will definitely become the high time for publishers to develop and/or upgrade their data strategy in view of the upcoming CPRA, new regulations and expected updates in terms of the users' consent to cookie collection and use for ad purposes.

While the acquisition of customers' zero-party data (voluntarily provided to publishers in exchange for an incentive) will require particular attention and extra prep, the main focus will definitely remain on the first-party data, most valuable for direct inventory monetization with premium demand partners.

In addition, given the unsurprising news on the more lenient Apple's attitude towards Meta's and Snap's data practices on iOS 15, the use of customer data in cohorts will become somewhat common practice in programmatic advertising in 2022.

As for the size of the consent popups on publishers' websites and apps, this aspect will mostly depend on how the digital-ad market as a whole will be adopting new, industry-wide standards, like IAB's Global Privacy Platform, and the specific CMP they're utilizing, of course.

Stay tuned and attuned, as the year portends many fascinating changes ahead.

Wavy Line
Anton Liaskovskyi

Entrepreneur Leadership Network Contributor

CEO of AdPlayer.Pro

Anton Liaskovskyi is the CEO of AdPlayer.Pro, a global provider of advanced outstream video-advertising solutions. He has over ten years of professional experience in the development of PaaS and SaaS solutions and is a real tech enthusiast.

Editor's Pick

A Leader's Most Powerful Tool Is Executive Capital. Here's What It Is — and How to Earn It.
One Man's Casual Side Hustle Became an International Phenomenon — And It's on Track to See $15 Million in Revenue This Year
3 Reasons to Keep Posting on LinkedIn, Even If Nobody Is Engaging With You
Why a Strong Chief Financial Officer Is Crucial for Your Franchise — and What to Look for When Hiring One

Related Topics

Business News

7 of the 10 Most Expensive Cities to Live in the U.S. Are in One State

A new report by U.S. News found that San Diego is the most expensive city to live in for 2023-2024, followed by Los Angeles. New York City didn't even rank in the top 10.

Business News

More Americans Are Retiring Abroad, Without a Massive Nest Egg — Here's How They Made the Leap

About 450,000 people received their social security benefits outside the U.S. at the end of 2021, up from 307,000 in 2008, according to the Social Security Administration.

Business News

Goldman Sachs Is Continuing Layoffs, Cutting Free Coffee Perks

The financial giant delivered another hot cup of bad news.

Business News

How to Set Boundaries With Your Team While You're on Vacation

Are you one of those leaders who just can't seem to detach from "work mode" even when you're sitting on a beach in Hawaii? Here's how to ensure both you and your team can thrive when you're on vacation.

Business News

Lululemon Employees Say They Were Fired for Trying to Stop Shoplifters

Two Georgia women say Lululemon fired them without severance for trying to get thieves out of the store.