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| Apple and Google are forcing people to rethink ads |
Maurice Levy of Publicis Groupe said Apple and Google's digital privacy initiatives are forcing the advertising industry to rethink how it operates.
The CEO of the world's third largest advertising company pointed out that changes in the iOS platform for smartphones and the Google Chrome web browser are forcing advertisers to rethink.
"Confidentiality is very important," he added. And I think it's very important that these platforms care about consumer and customer privacy. But it made us rethink the way we work.
This year, Apple began forcing app developers on its platform to obtain permission before collecting unique identifiers. What advertisers use to target mobile ads and measure their effectiveness.
The company has prohibited the use of unauthorized third-party cookies through its Safari web browser. Many advertisers rely on these cookies to track Internet users and provide them with personalized advertisements.
Google now also plans to remove third-party cookies through the Chrome web browser. He is looking for alternatives.
Last week, the tech giant said it had asked the UK competition authority to comment on its proposal to replace cookies.
This led to internal disputes in the tech industry, with Facebook and Apple arguing over the latest privacy update.
And Facebook is probably one of the companies hardest hit by Apple's iOS changes. Promote new business areas such as online shopping to soften the blow.
Levy said the Publicis Group's $4.4 billion acquisition of data company Epsilon should help protect the marketing giant from privacy changes from Apple and Google.
Technology and Advertising Tax:
Apple, Google and other big tech companies are increasingly under scrutiny by regulators around the world, from their size to the taxes they pay.
In addition, this month the richest G7 nations reached a groundbreaking deal setting the world's lowest corporate tax rate at 15%.
This decision is primarily aimed at solving the problem of tax evasion by digital giants such as Google, Apple, Facebook and Amazon. This is achieved through a new tax system linked to the multinational company's location rather than its headquarters.
"I think the decision that was made is a very good one," Levy said. I also think it's normal for people who work in a country to pay taxes there.
He added: 15% is not an exaggeration. This is the result that I think is correct. I think the G-20 can accept this solution.
Since the market capitalization of all these platforms is hundreds of billions or even trillions, it is important that you contribute to the taxation of your country/region.