global privacy control group aims to succeed where do not track failed
Why do we care...?
Shavell says consumers have a more subtle and sophisticated view of privacy than Martech companies fear. As evidence, only 32% of consumers using the Abine browser extension said they “didn’t sell” in the week of launch. These data are clearly very preliminary. However, an IDFA resolution study supports Abine’s initial data. Nearly 60% of consumers in the survey said they are willing to allow tracking.
Publishers can negotiate with consumers and offer incentives in exchange for their data. Many previous studies, including ours, show that it can be effective.
GPC may or may not succeed, but the problems it tries to solve will not go away. As Shavell suggests, the industry needs to have a direct and respectful conversation with consumers about privacy. Otherwise, they are likely to encounter “hostile” laws, such as the upcoming California Privacy Act.
" GPC is integrated with the browsers Brave. "
A group of companies, including Mozilla (Firefox) and DuckDuckGo, have launched a privacy initiative called Global Privacy Control (GPC). A new browser specification is designed to simplify and accelerate consumer privacy requests under the California Consumer Privacy Act (CCPA). The editors who entered were the New York Times, the Washington Post, and the Financial Times.
Based on the user’s settings, the browser or extension sends a signal to the publishers’ websites. According to GPC, “this signal communicates a request for no sale, as set forth in the CCPA Rules, and contains a general request that the controller sells or share your personal information, as set forth in AVG., Limited.”
It is no different from “not finding”. If it reminds you of the unfortunate DNT initiative, it’s because it’s very similar in many ways. DNT was a browser-based attempt to pass privacy preferences to publishers. This has been largely ignored by major publishers and ad technology companies, including Google, Facebook, Yahoo, and Microsoft.
GPC is completely voluntary. And like DNT, editors can choose to ignore it.
I asked Abine CEO Rob Shavell why publishers want to be part of the GPC initiative. He said, “By adhering to this standard, they can avoid certain compliance costs and costs [CCPA and AVG].” Needless to say, he added that participation could be helpful in demonstrating that the case is in compliance with the CCPA. Shavell also said part of the GPC could increase consumer confidence and goodwill and lead to greater loyalty for publishers.
Although unintentional, the CCPA and GDPR rules implemented in Europe place a huge burden on consumers, whether they are browsing cookies (GDPR) or going through a complicated process for every website they visit (CCPA). Consumers generally accept “all” cookies or “don’t sell” when they find the link.
It is designed this way. Many publishers obey the letter, but not the spirit of these laws. They realize that they are often passive and accept cookies, otherwise, their data will not be sold, which makes it more difficult for the consumer.
It will be a challenge to involve the publishers. GPC is committed to simplifying and eliminating the exercise of privacy rights. Unlike ad blocking, GPC is a “pro bono” activity. There is no revenue, although the companies involved clearly do. Abine, for example, makes money by selling subscribers to its premium privacy products to consumers.
GPC faces the challenge of building a two-sided market; it must accept publishers and consumers. Consumer adoption will be difficult, but it will be harder to convince publishers because they have a clear commercial incentive to buy GPC.
Shavell argues, like many others, that it is in the industry’s best interest to accept privacy and not oppose it. He says the current zero-sum conversation between private lawyers and marketers is limited and restrictive. “You will find a lot of willingness among consumers to communicate with marketers and brands, but there is a binary and non-creative conversation. This has to change and will change over time.”