Google’s Advice for Respecting Privacy and Making the Most of First-Party Data

Regulations, technological changes, and evolving consumer expectations have emerged and continue to emerge in a way that is prompting a prioritization of privacy. People are demanding transparency, control, and choice over how their online data is used. To help organizations confront these developments, Google gave several recommendations at an ANA 1-day conference in April of 2022.

Words of Wisdom

"In this new world, we think that first-party data will be king. So, we recommend that there be huge urgency for marketers and publishers to invest in this privacy-first, user-centric future and have a plan."
     — Grace Liau, global business lead at Google

Action Steps

Google shared several tips to help companies prepare for the privacy-optimized future.

  • Put consumers first and declare your commitment to privacy in a way that's easy for them to understand. Avoid fine-print legalese.
  • Comply with data regulations and respect consumers' choices by collecting consent as needed.
  • Invest in a durable, digital marketing foundation with first-party data.

Google went on to advise on the process of prioritizing first-party data, recommending organizations take several actions.

For instance, Google suggested that companies have a comprehensive first-party data management solution in place. Consider how you are tagging your website to learn where people go to get content and to measure where on the site you lose customers.

Google also recommended that organizations enable their customer data for marketing.

  • Make sure you have updated your policies for how data is collected and shared.
  • Use data insights from analytics tools to segment audiences for on-site personalization.

Finally, Google urged markets to derive new insights by using cloud-base products to:

  • Join customers' user data.
  • Understand user journeys.
  • Predict marketing outcomes.

As Google's presentation drew to a close, the organization shared several tips for approaching measurement under the constraints imposed by new and emerging privacy considerations:

  • Decide on your appetite for the technological sophistication of your solutions, realizing that a multiplicity of technologies may be useful but that there is no one-size-fits-all solution.
  • Recognize that the future confluence of solutions is designed to triangulate truth through increased modeling, which may require additional signals to improve the accuracy of modeling.
  • Be ready to adapt in an ever-evolving industry driven by ecosystem changes and new privacy regulations.

Q&A with Grace Liau, global business lead at Google

Q. What are some of the common misconceptions about first-party data?

A. There are a lot of misconception about first party data. Some organizations think, "Oh, I participated in the data coop, so everybody came in and opted in, so it's all fine. So now when I take this data from the data coop, its first-party data." But, no, it's not. In this new world of privacy, you must get explicit permission, one-to-one, from the user. He or she has to say, "Yes, I give you permission to do that," and that's first-party data.


"Google's Advice for Respecting Privacy and Making the Most of First-Party Data." Grace Liau, global business lead at Google. ANA 1-Day Conference: The Future of Marketing Technology, 4/8/22.

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