We are living in some interesting times today! Where we have access so much, so quick and ‘somehow’ so relevant to our needs. With the age of digital advertising catching up like no other, we see how personalisation has transformed advertising with hyper targeted content, improved user experience and definitely better ROI for the brand. While it all seems exciting, we must not forget that personalisation on digital content is a double-edged sword.
When it comes to targeting content to consumers today, it is important for marketers to remember that there is a fine line between Ethical and unethical advertising. Consumers today expect personalised experiences and they are more likely to engage with content that aligns with their interest and behaviours and in turn for advertisers that means better ROI and performance. But both often so caught up in the game forget that with great precision comes great responsibility. Personalisation often relies on massive amounts of data collection, and unfortunately not always with explicit user consent and that is what creates the ethical tension.
With Ethical tension comes some hard questions that need to asked about transparency, consent and fairness. When it comes to transparency – consumers should clearly understand what data is being collected and how it’s being used. The how and why is still something more than 50% of well-educated adults do not understand but it is important. Consent – When we give consent, advertisers should help in making this consent loud and clear. And again stating why and what this data of mine will be used for. Why this becomes unethical, is cause a lot of advertisers burry this information in long lengthy privacy policies which let’s be honest none of us really ever read. But maybe we should someday! Fairness – it demands more scrutiny on whether certain demographics are being unfairly targeted or left out.
Now you may feel that it’s no big deal – ‘I’m happy I get targeted ads’ or ‘how will they misuse my data’ or even ‘I understand and have given my consent’ but what the real issue stemming today is when personalisation becomes manipulation! That’s the scary part and that’s where we are headed today. There is a tipping point where personalisation stops being helpful and starts feeling invasive. We have all felt this at some point where we feel our ‘phones are listening to us’ or we think of something and we get an ad for something similar and that kind of targeting is not what we sign up for. It plays with our minds in ways we cannot even imagine since we are so often targeted with content I know I will like but I do not need it but as any advertising – it’s going to keep enticing me to buy!
A true story of mine from last year – I’m guilty of giving consent, or clicking on ‘Agree’ to many things on the internet. It’s also part of my job or so I convinced myself. So there was a time I was shopping every single day, for things I really did not need. Let’s say it became an addiction. Every morning before my day started I would buy something cause while I was browsing something appeared that I might have discussed, thought about or felt I needed and there is was – right there on my screen with a 2 click accessibility and I would get it. It’s a horrible way to shop and a horrible position to be in, I finally took the call and went off all social platform for a while to give myself a break. It not only felt great but also helped me save some money during that time.
With every passing day and more innovation to come in its important for us as consumers to know what that might look like. Ethics and innovation aren’t mutually exclusive. In fact, some of the most exciting advances in AdTech are cantered around doing personalization better: Contextual targeting that matches ads to content rather than user profiles. Federated learning and edge computing that allow personalization without sharing sensitive data. Platforms that give users meaningful control over their ad experience. These approaches show that privacy and performance can go hand in hand—if we’re willing to rethink the status quo.
Personalisation isn’t going anywhere for a while, and if we need to work hand in hand with it what advertisers need to start is being more accountable. If we have the right people part of the innovation we can hope that personalisation becomes more ethical. Advertisers think of consumers as people and just not numbers and more to question before new innovations come into play. Ethics is not just a tech issue – it’s a human one too!
I think we are all aware that personalisation is not going anywhere. In all fairness and to be honest I do not even think it should. But should it evolve, yes! It should have more transparency, respect and responsibility. As marketers and advertisers we have a choice to make, we either think short term, chase the numbers and do it the way it’s going or build long term connections with consumers through ethical, user friendly innovations that will in turn build trust and a forever consumer for your brand. It’s not an easy choice but it’s a necessary one for better.
