Inbound 2022 – TransFunnel’s take

The future of customer privacy?

Speaker: Parish Aggarwal ( 谷歌 , Head of Ads Measurement & Policy)??

The focus of this Inbound 2022 session was User Privacy.?Parish focused on user privacy impacts,?safety and fatigue in the changing digital landscape. Two-third people?feel that their data is unsafe. This could be due to data gaps in the audience lists, terms of measurement and first party data infrastructure.??

Parish says, ‘If privacy is queen, first party data is the king’.

He introduced Google tagging in the session, which has the ability to gather first party data and get more?deserving conversions.??

It’s all about measuring data more accurately with modeling and machine learning. Introduced enhanced conversions for the web + consent mode + Google analytics 4.?

He concluded the session by ascertaining:?

• The future is consented
• The future is aggregated
• The future is modeled