Prabhakar Raghavan, SVP of Google Ads, focused on the need for privacy, Industry Email List a growing concern of regulators. We're all still catching our breath after the major changes we've had to make to our websites over the past year with GDPR in Europe, Industry Email List but this may just be the start. In fact, US-based advertisers who don't care about GDPR will almost certainly have to consider the impact of the California Consumer Privacy Act (CCPA) which comes into effect on January 1, 2020.
Raghavan said consumers have Industry Email List redefined their expectations and now expect to be able to move seamlessly across the web and between devices Industry Email List while having a personalized experience and at the same time their privacy is protected. Prabhakar Raghavan, SVP of Google Ads, talks about privacy on Google Marketing Live. So Google is working on ways to continue serving relevant ads while using the least amount of user data, Raghavan says.
These are tough problems to solve, and at last year's GML event, we got a glimpse of the kind of technology Google is building to solve these kinds of Industry Email List problems. For example, double-blind encryption technology allows multiple parties to contribute data in a system that brings them together but no contributing party can retrieve Industry Email List personally identifiable data. Raghavan says the biggest companies in the world are built on user trust and Google obviously wants to be one of the biggest companies in the world.