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Webinar recording – Online privacy and the impact on advertising



About the webinar

We’ve seen a huge shift in awareness and expectation for how users are tracked online and privacy is now firmly top of the digital agenda. Tech companies are quickly adapting to the new landscape, putting control in the hands of individual users and forcing a shift change in the way platforms are able to track users online.

This one hour webinar explores the changing digital landscape for online tracking and how organisation will need to adjust. Join James Akers, the Digital Culture Network’s Tech Champion for Data Analytics and Insight, for a voyage into the past, present and future of online platforms and advertising.

This webinar was recorded in July 2021, ahead of Google’s upcoming changes towards a cookieless future and their commitment to a privacy-first web.

You will learn

  • What Cookies are and why they might cause you problems in the future
  • How advertisers know what you’re thinking (including Is your phone listening to you?)
  • Why organisations need to be prepared for the upcoming changes and the impact on advertising

Resources and links

Download the presentation used in the webinar.

Off-Facebook Activity

View your off-Facebook activity via the app (Settings > Off-Facebook activity) or use this link to access the data through your browser.

Google Ad Settings

See what data Google is using to personalise your ads through your Google Account.

Ad Transparency Spotlight

This extension for Chrome browser is intended as a tool for transparency into why users are being shown ads. Once installed you can:

  • View detailed information about the ads on a web page
  • View a list of ad providers responsible for delivering ads to the page
  • View all companies and services that have a presence on the page (for example, content delivery networks or analytics providers), regardless of who has implemented the schema
  • View the reasons why ads are shown on a page

The Privacy Sandbox

Find out more about the The Privacy Sandbox. It is an initiative from Google which aims to create web technologies that both protect people’s privacy online and give companies and developers the tools to build thriving digital businesses to keep the web open and accessible to everyone (their words!).

Behavioral vs  Contextual Targeting

Behavioral targeting is when ads appear to users based on their online behaviours, this will be increasingly harder to do with the latest privacy-first changes. Contextual targeting is done through matching keywords, topics and content. Find out more in this article from Hubspot.

Google Analytics 4

Google Analytics 4 is the newest tracking platform released by Google. It’s a completely new system that is totally separate from Universal Analytics (often referred to as simply “Google Analytics”).

The Arts Marketing Association (AMA) recorded their recent webinar New Google Analytics 4 — what you need to know. The session:

  • Explains how GA4 works and outline the main differences in this new technology
  • Gives you an overview of the dashboard, reports and new analysis section
  • Explores why you should install GA4 and run it alongside your current version
  • Shows you how to install GA4 and adopt a phased migration plan

Please note: If you are an AMA member you will can access the recording for free, otherwise there is a fee to watch it

Further Support

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up for our newsletter below and follow us on Twitter @ace_dcn for the latest updates.

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