THE UTIQ MANIFESTO: PRINCIPLE #8
Enabling a trusted and responsible digital world for everyone
Creating a new reality means collaboration between people, publishers, brands, and regulators. It’s developing new technologies and business models that prioritise user privacy and data protection. It’s about educating users on their rights and responsibilities, empowering them to take back control over their privacy choices.
Our beliefs are clear. They guide our behaviours, business decisions, service development, and the actions of our people, and we hope they can act as agents of change across the industry.
You can watch our manifesto film here
We are publishing a series of posts – this is our 8th and final one – that that delve a little deeper on the principles that underpin Utiq’s purpose, that guide our behaviours, business decisions, service development, and the actions of our people, and we hope they can act as agents of change across the industry.
Principle #8: Regulatory compliance starts with spirit, not script.
In our ever-evolving digital advertising ecosystem, the essence of data privacy regulation cannot continue to be overlooked anymore. Beyond the legal intricacies and compliance checkboxes, lies a profound spirit that demands attention and support. It’s time for the industry to move beyond its tendency towards easy, workaround solutions, and instead commit to the spirit that underpins the script.
At its heart, the principles of data privacy regulation seeks to empower individuals with control over their personal information. It’s not just about adhering to rules; it’s about fostering a digital landscape where users feel confident, respected, and in command of their online presence. This isn’t a bureaucratic hurdle; it’s a call to reshape our industry’s ethos.
Transparency emerges as a critical first step on the journey we must all make. This isn’t simply about disclosure; it’s about cultivating a relationship of trust with users. Embracing the spirit of data privacy demands that we communicate openly about how data is collected, utilised and protected. Transparency isn’t an obstacle to be sidestepped; it’s an opportunity to build stronger, more authentic connections with our audience.
The industry is being forced to move away from its reliance on 3rd party tracking cookies, but to stay true to idea of authentic privacy, we must pivot from the pervasive reliance on exhaustive user profiles for targeted advertising. Embracing the spirit of data privacy means reimagining our strategies, opting for methods that prioritise consent without compromising individual privacy.
Utiq was created as a service to the industry to enable exactly this standard of value exchange between audiences, brands, publishers, agencies and ad tech – transparent and trusted – building on actionable product standards that serve the long-term interests of the entire ecosystem.
Of course, spirit and script need to be realised through practical actions. At Utiq, we believe that our actions speak louder than words.
Core to this promise is our our centralised portal – consenthub – that gives people true choice and control over their privacy. Simple, easy-to-use, transparent, unambiguous – one simple click to easily withdraw consent. Brands and publishers are only able to communicate to people – pseudonymously and with strict time limitations – if they have given permission through either a Utiq consent pop up or the consenthub portal.
The digital advertising industry stands at a crossroads where pragmatism meets passion. Instead of navigating convoluted workaround solutions, let’s channel our energy into understanding and embracing the spirit of data privacy. It’s not just a legal necessity; it’s a commitment to creating a digital landscape where trust flourishes, and users feel empowered in their online interactions.
The entire industry needs to reassess its approach to digital marketing, moving away from the transactional and workaround approaches that cause regulatory failure. Instead, let’s channel our energy into understanding and embracing the spirit of data privacy. It’s time for us to reshape our reality and change digital marketing for good.
