Protecting user privacy is a really important thing as it can help enable an internet ecosystem where users are generally not interested in compromising their privacy in any way, shape, or form. Because of this, companies like Apple and Google are taking steps to ensure that consumers have the ability to control the data that can be used for different purposes that severely limit the marketing abilities of different brands.
Brands need to use user data to focus on what they can do to grow their sales and the upcoming ATT update for iPhones will make it really difficult to get hold of that. Because of this, Google tries to bridge the gap between the importance of user privacy and the demands of different brands to ensure that those users end up finding products that really matter to them.
The way Google does this involves the use of machine learning applied to a much broader data set. Combined with knowledge gained before the changes were introduced, Google is essentially trying to infer user preferences rather than determining those preferences through data at a specific point in time. Google’s analysis will add these conclusions pretty quickly, and this might just be the solution that was needed to help brands stay viable as consumers become increasingly privacy conscious over time.
The possibility of canceling data tracking at all means that users will use this function with great enthusiasm in the future. Brands need a solution to help them keep their business going, and this innovation from Google could be just what the doctor ordered in that regard. This could only prove that it is not essential for businesses to breach user privacy in order to gain access to the data that is important to them. In a way, this could make the entire industry a little more sustainable and ethical in the long run.
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