Privacy has been on the industry agenda since 2016, and the latest Google privacy update is just one in a recent flurry of updates from large publishers and platforms. When Google announced that in 2022 it will stop targeting ads based on browsing data as people traverse the web and only rely on anonymization or aggregation of data, brands saw the choices in how audiences can be created and measured across addressable channels significantly reduce. In this POV, Aurelia Noel, Global Head of Innovation, dentsu X discusses how the rise of data ethics, and the rise of the cookieless world provides brands and agencies the chance to return to the human behind the impression.
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