Does the Public Have a Choice in Tracking Data? Exploring the Boundaries of Privacy Rights.

Recently, Google Chrome announced that it no longer uses its browser to track users’ third-party usage data, and Firefox and Safari have blocked tracking cookies by default. The dramatic change in attitude towards data tracking has also created new problems for marketing industry practitioners.

As the most direct and largest source of user data collection, cookies have always played an important role in any industry, especially in the marketing industry. User tendency analysis, usage habits, and dwell time can be of great help to the marketing industry.

But with the concept of privacy, users are also starting to reflect on the scale of tracking privacy and its rationality. As a more sensitive issue, privacy is already very difficult to grasp in terms of scale and implementation, so the issue should be analyzed from the perspectives of both the data collector and the data provider.

Users:

First of all, before becoming a marketing industry practitioner, I and all marketers still had the identity of users. Browsing videos on websites, buying clothes, participating in surveys, chatting with friends, searching for information, etc. are all activities that we do every day.

So I was relieved to learn that Google and all major browsers would stop third-party tracking data. In the age of big data, I can clearly feel as if privacy is no longer a secret, but rather information that was meant to be shared, and it’s scary to think that all I can do as a user is press one pop-up button after another to accept the tracking.

Marketers:
The first thing to think about as a marketer is, does the loss of this enabling data collection tool mean the end of data collection efforts? The answer is no. The more important question to ponder is, what is the core of marketing centered around?

The answer is the consumer, that is, the person. The marketing industry has never been a stereotypical job, and the ultimate goal of data as a supporting tool is to better serve the consumer. The fact that more consumers are now concerned about privacy is not a bad thing at all. Consumers have clear boundaries for privacy requirements will be more conducive to our work, and to explore the balance of privacy and data collection within the prescribed limits, I believe this is one of the channels to meet the needs of consumers, and can even lead the industry's progress.

So in summary, this change in tracking data habits could have the following impacts:

1. Improve user experience: When users’ privacy is better protected, they may be more willing to browse content and purchase goods on the Internet.

2. Create a level playing field: Stopping the use of tracking cookies will create a level playing field, allowing more advertisers to have the opportunity to display their ads.

3、Promote innovation: Stopping the use of tracking cookies will force advertisers to find new ad targeting and marketing strategies, which will drive innovation and development. This may lead to more interesting and valuable ads appearing, which will attract more users to click on the ads and purchase the goods.