Company claims it is yet to see a single privacy standard that is effective
Yahoo will stop honoring "Do Not Track" requests made by a user's browser. It will now actively attempt to track an individual's interactions with its site and its content.
"Here at Yahoo, we work hard to provide our users with a highly personalized experience," the ironically named "Yahoo Privacy Team" wrote in a blog post. "We keep people connected to what matters most to them, across devices and around the world. We fundamentally believe the best web is a personalised one."
Yahoo's team claimed Yahoo was originally the first major tech company to implement "Do Not Track," which, in reality, is more of a request from the browser to the website than an order. Yahoo said it had yet to see a single privacy standard that is "effective, easy to use and has been adopted by the broader tech industry." For that reason, as well as its desire for "personalised" experiences, Yahoo changed its policy.
"Personalised" ads, of course, are a mixed bag. On the one hand, if Yahoo knows a consumer is a single man, they won't receive irrelevant ads for maternity clothes. On the other, tailoring an ad to an individual's gender, age, location, and even annual income means that Yahoo can charge far more per ad than it normally would.
Yahoo does allow users to manage certain elements of their privacy via its "Yahoo Privacy Center," where users can manually click a button and opt out of what Yahoo calls "interest-based advertising." Doing so, however, requires users not only to accept cookies into their browser, but also to be logged into Yahoo, across every PC they own, for those privacy settings to be passed along to other devices.
"Do Not Track," of course, allows users to set a blanket statement against tracking across all websites, not just Yahoo. What Yahoo hopes, of course, is that you simply won't bother.
Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.
According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
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