“PPC advertisers have seen successful results with more contextual and demographic targeting options such as In-Marketing Audiences offered by both Google Ads and Microsoft Advertising. We’re increasingly seeing new ways to leverage more understandings and insights – while still protecting people’s privacy- to connect brands and their customers differently.”
— Purna Virji, Senior Manager, Global Engagement, Microsoft Advertising
As more countries have been passing legislation that restrict or regulate tracking capabilities (such as the European Union’s GDPR– General Data Protection Regulation), knowledge of data privacy best practices is now an required for not just PPC marketers, but for all digital marketing practitioners as well.
PPC campaigns, therefore, must be 100% compliant, taking precautions not to exploit the people behind the data, particularly with retargeting, geo-targeting, and other similar techniques.
At the same time, efforts are being made to discover how to glean campaign information and find new ways to track and manage PPC efforts in a more privacy-conscious world.