Killi Webinar: The Universal ID. Benefits & Blind Spots.

Killi hosted its second virtual webinar today: The Universal ID. Benefits & Blind Spots.

We had an incredible panel of Identity experts speaking with us on the Universal ID – how it can help your business and what to look for. If you missed us this time around, feel free to watch the webinar recording at the link above.

Our top-notch panelists included: Chris Feo (TAPAD, Chief Revenue Officer), Mathieu Roche (ID5, CEO/Co-Founder), Pierre-Marc Diennet (Lotame, Global Partnerships), Paul Bannister (CafeMedia, Chief Strategy Officer), and David Danziger (The Trade Desk, VP Data Partnerships).

Killi Webinar: What is the Value of First-Party Data in a Cookie-less world?

Killi hosted it’s first virtual webinar last week: What is the Value of First-Party Data in a Cookie-less world? 

We had an incredible panel of Advertising and Tech experts speaking with us on the expected future of the data industry knowing that cookies will soon become obsolete and how companies are preparing for the change.

Panelists included: Jessica Simpson (Publicis Media Exchange, SVP, Global Data & Tech Strategy), Timur Yarnall (Neutronian, CEO & Co-Founder), Anudit Vikram (MediaMath, Chief Product Officer), Ye Wang (Nissan United Global Data Strategy Director), and Sarah Polli (Hearts & Science, Director, Martech Solutions).

How Privacy Will Upend Advertising in 2021

This article was originally published on Street Fight

In the new age of privacy compliance, we see a confusing set of laws and proposed solutions that are not only incongruent but short-sighted. Consumers can’t be confident at this stage that their identities are protected, even with growing legislation, and advertisers are scrambling to uncover the future state of consumer IDs with little confidence.

In short – both advertisers and consumers are set for significant disruption in 2021, across state lines and international borders.

Existing government regulation

In 2018, the EU’s GDPR went into effect, levying massive fines against violators of its privacy guidelines and spawning a movement of companies abroad returning to the US to avoid strict regulation. While dumping the EU was convenient for US-based firms, international companies have not been so lucky. These firms have been named in class-action lawsuits, most notably the $10B suit against Oracle and Salesforce.

Yet even domestically, there is a growing fear of violations, and websites hosted by brands and advertisers alike have been quick to adopt pervasive pop-ups that enable consumers to allow or deny the use of cookies while browsing. As privacy awareness has grown, we’ve seen acts like the CCPA and CPRA pass at the state level, modeled after the “gold standard” of GDPR’s policies. Again, it’s likely that companies will continue to flee areas that pass such strict regulations to avoid litigation in favor of states that pledge no such action. But how long until the federal government intervenes?

Big Tech’s Ploy

Amid the dust that’s been kicked up by the whirlwind of policy, data giants like Google, Apple, and Facebook are beginning to tout themselves as champions of consumer privacy. They’re creating the public perception that their solutions for mobile IDs and hashed email are the future of security and the path forward from the demonized cookie.

However, a peek behind the curtain would reveal that all of this noise showcasing their altruistic endeavors is just a mask: The data giants are orchestrating a move that will massively benefit themselves. Should these walled gardens win out, advertisers and publishers will be forced to use these platforms for not just any but all advertising placement. Audiences will be the sole property of each of the big players, who will take their share of the ad revenue they fully control. The ad industry will have no choice but to bend to their will, and these private exchanges will be able to control the full gamut of participation from pricing models to audiences.

Providers Turn to Email

It sounds terrible because it is. It’s why the IAB is working on its own Project ReArc to develop a universal tracking ID to prevent Big Tech’s takeover from happening. The IAB has always fought for a single set of standards that protects both the consumer and the advertiser, which would be negated should the data giants win. It’s promising in its premise, but there’s one flaw with all of these solutions: The IAB is also determined to use hashed email as an identifier.

Other solutions in the market are not as altruistic as Project ReArc and have a higher probability of gaining traction. Not surprisingly, these are led by companies who stand to lose the most from the cookie’s depreciation. The Trade Desk and LiveRamp’s ATS solutions are currently the frontrunners and seem to be separating themselves from the pack. These solutions’ weakness is the same as the others: The Trade Desk and Liveramp also use email as their core identifiers for their ID solutions.

Why is this a problem? Well, for starters, both personal and professional communication has taken the form of Slack, TikTok, Zoom, and their many social media counterparts. All of these platforms limit the scope of email’s penetration across consumers. The younger demographic almost exclusively uses alternative channels to communicate and are likely to do so as they mature. Email is an inadequate means of tying together online and offline events, making attribution a muddled guessing game. Furthermore, the EU is likely to block email as an identifier, and we’ve seen how quick we are to adopt such policies domestically.

The mobile solution to identity

So, while the walled gardens continue to champion hashed emails because they’re easy to own in their environment, the one solution that solves for advertisers and consumers alike is being overlooked: the mobile number. Mobile numbers are pinned to devices themselves, which the average adult has more than three of. Consumers own them, and better yet, these are a function of wireless carriers – regulated by the FTC.

A bonus? The vast majority of Americans – 96% — now own a mobile phone. By contrast, only 76% of US adults use email, with email usage tapering off in younger generations.

For advertisers, mobile number adoption as an ID solution means universally accepted, privacy-compliant tracking. Advertisers will have relationships with publishers directly and through ad networks instead of working through the data juggernauts as middlemen. Free enterprise would persist, the IAB could maintain fair governance, and attribution could be ensured across online and offline touchpoints. For consumers, peace of mind would be restored because the FTC will broadly regulate privacy and security. And we consumers can once again benefit from a personalized browsing experience, both in the websites we navigate and in the ads shown to us. The internet can be exciting and engaging to us no matter where we surf.

Why confusion will persist

Of course, if mobile numbers are adopted, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect. Advertisers will be forced to evolve targeting strategies, tackle new CDP hurdles, and upend their media strategies to conform to disparate and confusing practices. Consumers will still live in a world of privacy uncertainty. All the while, states will continue to legislate while companies relocate to avoid prosecution – all for a consumer ID solution bound to change once again.

For now, it seems we are barreling down a futile path, but it’s a temporary one. Let’s hope the IAB and other regulating bodies can intervene fast enough to prevent the massive disruption that awaits us.

Here’s How IT Leaders Can Adapt to Stricter Data Privacy Laws

This commentary was originally featured in InformationWeek

Infoweek features commentary from Killi CEO, Neil Sweeney

Here’s How IT Leaders Can Adapt to Stricter Data Privacy Laws

Whether we are prepared or not, there will be a global shift toward strict data privacy rules in the coming year.

As the US moves past one of its most critical election cycles in years, data protection legislation is poised to take center stage in the coming year. This comes as many Americans have become increasingly concerned about transparency from big tech when it comes to their privacy and personal data. 

In a recent survey conducted by PWC, 85% of global consumers wish there were more companies they could trust with their data. And now the pandemic has given rise to contact-tracing mobile applications, which despite helping keep people safe, also track consumer data persistently. This led to over 60% of Americans who were surveyed feeling that their privacy has been compromised due to COVID-19 location tracking.  

It’s clear that consumers have become more aware of how their data is collected and used, and now they’re looking for answers from the government and the corporate world as to how they will be protected. A big amount of this responsibility falls on businesses and their IT teams, who will be tasked with making serious efforts to improve data security for customers, whether it was a part of their plans or not. 

This is due to the fact that GDPR in Europe and now, California’s Privacy Rights Act have set the stage for a new era of privacy protection for consumers. Americans’ appetite for data privacy legislation has grown, and now business leaders must acknowledge these challenges by developing data solutions built around compliance and trust.   

Big Tech falls under the congressional microscope

Data-reliant businesses like Apple and Facebook, which make billions of dollars annually off personal information, are keeping a close watch on the shifting privacy landscape. Google’s plans to eliminate third-party cookies from Chrome was a move towards ensuring consumer trust; and now many businesses and their IT teams are facing massive changes to their privacy and data collection practices. Google’s gesture is ironic seeing as the company is facing a $5B lawsuit after being accused of illegally invading the privacy of millions of users by continuously tracking internet usage through browsers set in “private” mode.

CPRA will set stricter privacy standards than ever before 

Many CIOs and tech teams were initially afraid of the potential impact California’s initial CCPA would have on their businesses, especially considering the massive GDPR violations that have cost organizations upwards of $228M

Businesses and their tech teams should expect to see a continued federal push from the Biden administration to implement nationalized standards for data protection. The movement is starting to take shape with the passing of California’s new CPRA law, which gives the power of consent to consumers around how businesses manage their data. This is a big win for consumers, as nearly every major data company in the financial market has holding operations in California. As a result, businesses will be held accountable to much stricter privacy regulations, causing IT teams to adhere to yet another set of potentially complicated compliance obligations.

As these regulations bring in a new era of transparency that is more customer-focused, secure, and profitable for all, businesses that rely on data should recognize that the paradigm around data has shifted for consumers. The comprehensive marketing and advertising ecosystem led us to believe that data is cheap, when in reality, it is extraordinarily valuable. The value of data will continue to rise in conjunction with consumer awareness, and as the world is more digitally connected, it will usher in a new era of data privacy and management. If CIOs and IT teams can further their understanding of how consumer data is misused, it will go a long way toward creating a more fair and open data exchange for their customers, and in positioning themselves as champions of fair and ethical practices.

Whether we are prepared or not, there will be a global shift toward strict data privacy rules. Data shows that 80% of Americans believe stricter data protection laws should be implemented to safeguard against big tech companies. The combination of international legislation, government pushback against companies like Google and Facebook, and increased consumer awareness will bring a much-needed fresh approach to how businesses conduct their data-driven customer outreach strategies in 2021.

How consumers can earn money from their data

Catching up with Killi, an app with every consumer on the planet as a potential client.

Article highlights:

  • The irreversible privacy trend: The trend of protecting consumer data rights, given a big boost in Europe by GDPR, and now very much underway in the U.S. with CCPA, and now CPRA, is irreversible
  • Set it and forget it: Participants receive a Killi Paycheck — an automatic weekly deposit to their Killi wallet reflecting the data they’re willing to give up
  • Raising Awareness: Every single consumer over the age of 16 on the planet is a potential client of Killi, so the opportunity is enormous.
  • Narrative Partnership: Killi has partnered with selected data providers to deliver Fair Trade Data to their clients; most recently with enterprise data streaming platform Narrative.

View full article on Martech Today here.