The conversation about consumer privacy on the Internet is heating up due to recent legislation proposed both in the EU and the US. It’s a real concern for both consumers and website publishers alike. (This webinar from Marketo has the latest on EU and US e-privacy law, just in case you haven’t been following.)
Current technologies that track consumers’ behavior when browsing the Web are often dropping cookies on users’ browsers unbeknownst to them (secret data collection). And that’s what’s causing all the alarm and changing tide toward enabling consumers to opt out of being tracked.
Through use of tag management and other opt-out mechanisms, marketers can live up to the opt-out promises that various laws and regulations around the world require, while continuing to use tracking systems that do not require such opt-outs. Tags, cookies, data collection, and sharing are at the heart of the privacy problem. By leveraging a system that allows marketers to control all data-driven vendors in one place, they can ensure that best practices are met across the board.
Tag management systems not only help marketers and agencies comply with regulations, independent tag management systems (vendor agnostic platforms) allow marketers to remove or replace vendors (retargeting, social widgets, data collection, tracking, affiliates, analytics, etc.) who don’t meet their privacy policies. With a full universal tag management system, like TagMan, consumers can opt out of third-party behavioral targeting, while still being tracked by first-party site analytics. Marketers can control the data collection process, gain trust from the consumer by offering them to opt out, and still collect relevant data.
Image: By Pininfrna (Own work) [CC-BY-SA-3.0 (www.creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons