Don't Go Breaking My Data: Consent and Privacy Implications on Black Friday
Jasmine Libert
Head of Data Solutions
"I like to think about this stuff in my free time. "
As we move into a new era of digital marketing, one thing is clear: respecting customer privacy is no longer an option—it's a necessity. I think that we should be welcoming these changes, afterall, digital privacy regulations have been around for a looong time. Switzerland’s Federal Act on Data Protection goes back all the way to 1992 and GDPR has been around since 2018, yet, despite these policies, ecommerce in Europe continues to thrive, proving that businesses can adapt and succeed even within stricter regulatory frameworks.
But not everyone is embracing these shifts with open arms.
Remember this summer when Google announced that third-party cookies wouldn’t be fully deprecated after all? It was met with loads of relief, celebration even, but here's the reality check: web tracking has already been severely impacted, and relying on cookies for your marketing strategies is no longer a viable long-term plan. Unfortunately, too many marketers only want to hear the good news, ignoring the fact that privacy regulations and consumer consent are already reshaping the digital marketing landscape.
What Marketers Need to Know About Consent and Tracking
Gone are the days when cookies could be casually dropped into a user’s browser without a second thought. Now, businesses must not only seek explicit consent, but also ensure that they’re transparent about how user data is collected, stored and used. This isn’t just about checking a compliance box—it’s about building trust with consumers who are increasingly wary of how their data is being handled.
With iOS 18’s recent release on September 16, 2024, marketers should be ready for more privacy features giving users even greater control over their data as they update their devices. Apple has been consistent in its approach, from iOS 17’s URL stripping in Safari, which made cross-site tracking harder, to the upcoming Apple Intelligence system designed to prioritize on-device processing—meaning data is processed directly on the user’s iPhone or iPad rather than being sent to external servers, aiming to reduce the amount of personal data that leaves the device. This will further reduce the amount of data marketers can gather from third-party sources, pushing us to rely more on first-party data.
First-Party Data Is the New Gold Standard
The shift towards first-party data is no longer just a buzzword—it's a survival strategy. First-party data is not only more reliable but also helps brands engage directly with their customers in a transparent and ethical way. Now (ok, well actually several years ago, if I’m being honest) is the time to invest in consent-driven, first-party data collection methods.
Building strong consent management strategies goes hand-in-hand with first-party data collection
It’s not just about regulatory compliance—though that’s certainly important—it’s about ensuring data accuracy and maintaining the trust of your customers. After all, without proper consent, you risk collecting incomplete or skewed data, which can lead to poor customer insights and ineffective marketing strategies.
Take Black Friday, for instance—I’m sure you’re already thinking about it. One of, if not, THE busiest shopping events of the year. If your consent management isn’t up to par, you could lose access to critical data needed for audience creation, personalization and accurate attribution, which in turn hampers your ability to target customers effectively. Worse yet, if your data is incomplete or inaccurate, it won’t just hurt your sales during the big weekend—it can mess up your post-holiday campaigns or loyalty programs well into the new year.
Think about all the money you’re pouring into driving traffic to your website for Black Friday. That investment should be working for you long after the holiday rush, paying off throughout the year. But without good data, your chances to build lasting relationships with those customers shrink.
A Forward-Thinking Approach to Marketing
As privacy regulations evolve and new technologies reshape the landscape, it's clear that ethical, transparent marketing isn’t just a trend—it’s the future. Those who adapt will thrive, creating deeper connections with customers built on trust.
If you’d like to learn more, please check out our upcoming webinar: Black Friday and Customer Privacy: How Marketing Changes this Holiday Season, and How to be Ready
