Google has suggested the ACCC’s proposals to promote greater competition in the digital advertising ecosystem may negatively impact consumer privacy.
Earlier this year, the ACCC published an interim report into digital advertising services as part of an ongoing inquiry into digital platforms.
The report points to Google’s “industry-leading position” in the market and suggests that Google is able to conduct self preferencing due to its presence across the ad tech supply chain.
To address the issue of competition in ad tech, the ACCC discusses initiatives such as data portability and interoperability, as well as data separation mechanisms as possible ways to level out the playing field.
However, Google has now expressed concerns around how such techniques could impact consumer privacy and potentially go against existing privacy regulations.
Google Australia’s Google Marketing Platform director Barney Pierce highlighted that any major changes to the digital advertising ecosystem would ultimately result in “trade-offs”.
“Well-meaning but misjudged interventions can cause unintentional harm to consumers and businesses. For example, measures that increase transparency for one group may put consumer privacy at risk,” he said.
“We firmly believe that privacy needs to be a core principle underpinning the development of any proposals. Our users trust us with their data and we take that responsibility seriously.”
Pierce also pointed out that proposed changes should be consistent with the current review of the Privacy Act 1988.
Thumbs up for data portability
Google did support some of the ACCC’s proposals in principle. In Google’s official submission in response to the inquiry, the tech giant endorses proposed measures to improve data portability.
Data portability, as it is proposed by the ACCC, would give end-users greater control over their data and how it is used by advertisers.
For Google, which is currently moving away from third-party cookies towards privacy-first web browsing, such a change would be welcome.
“We believe the ACCC’s objectives are best achieved by data portability measures that are industry-led and industry-wide and where the user is in control. To safeguard consumer privacy and promote participation and competition, such measures should only apply to data controlled by the user,” Google says in the report.
In terms of data interoperability, which would involve businesses sharing anonymised consumer data, Google is not so supportive.
“Data interoperability measures have significant risks that do not exist for data portability measures. This includes risks to consumer privacy, confidentiality obligations, incentives to invest and innovate, and intellectual property rights,” says the report.
The concept of intra-company data separation, which the ACCC has suggested could be mandated by setting purpose limitation requirements on firms, also was called into question by Google.
“The potential gains from such measures are speculative as compared to the significant risks of real and immediate costs to publishers, advertisers and consumers,” the report says.
“Such measures are likely to lead to reduced efficiency, innovation, competition and consumer benefits, and potential consent fatigue for consumers. We urge the ACCC to gather evidence on the potential negative impacts that data silos could have on efficiency and innovation.”
Please login with linkedin to commentGoogle
In this guest post, Jen Dobbie (main image), creative director at Hotwire Australia, says ultimately advertising is merely storytelling and offers her expert tips to put more zing in your brand’s tale… The Wicked Bible is a deliciously named, and tempting title for a storied series of mistakes published in 1631. Its pages house the […]
Blooms The Chemist is digitising how it manages owned media, rolling out a dedicated supplier media portal capable of managing in-store and online campaigns across its 110+ pharmacies. The Australian pharmacy sector has seen significant growth, accelerated by the COVID-19 response. At the peak of the country’s pandemic, retail pharmacy sales surpassed $800 million, up […]
data.ai (formerly App Annie), the first unified data ai company, today in partnership with IDC, released the Gaming Spotlight 2022 report. Powered by Game IQ, the report reveals that mobile gaming represents 61 percent of the overall gaming market which is set to hit $222 billion in 2022. The report reveals that mobile gaming is […]
Emplifi, the leading unified customer experience (CX) platform, today revealed the findings of its Q1 2022 analysis of social media spend across thousands of brands worldwide including those in Asia Pacific (APAC). While overall social media ad spend decreased in the first quarter following an impressive holiday showing, it remains significantly higher than a year […]
Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]
The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]