Google's Head of Technology Platforms On How First-Party Data & AI Will Transform The Ad Industry — For The Better | International Association of Digital Marketing Professionals (IADMP)

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Welcome to HubSpot’s Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.

Earlier this month, Google Chrome took another step in its plans to phase-out third-party cookies.

And yet HubSpot Blog Research reports that 83% of marketers are still leveraging third-party cookies in some capacity.

I get it – it takes time to shift both mindset and strategies. And change can be scary.

But when I spoke with Steve Yap, Google’s Head of Google Marketing Platform – Americas, he expressed his enthusiasm and excitement for the future of advertising.

“We’re at this inflection point, and we are working across the industry to rebuild advertising as we know it,” Yap says. “We will redefine it, and we’ll do so with a consumer-centered, privacy-forward viewpoint and perspective — and that’s pretty motivating.”

Here, I spoke with Yap to explore what the current data privacy landscape looks like, how marketers can build consumer trust with first-party data, and the role of AI in a cookie-free world. Let’s dive in.

A Consumer-Focused Marketing Strategy Needs Privacy at the Forefront

Privacy has become a top concern for most consumers.

Not only are 81% of consumers worried about how companies use their personal data, but 72% say they’re more likely to buy from companies they trust with it.

Which makes privacy a vital pillar of your new advertising strategy.

As Yap puts it, “Marketers have always done a great job of addressing consumer needs. And right now, consumers need to feel like their data is being respected, and that the one-to-one relationship between a consumer and a brand is being valued by the company.”

Yap and Google certainly aren’t the only ones thinking about how brands can help consumers feel safer online. Way back in 2022, our own CMO, Kipp Bodnar, shared the same sentiments in this post.

Fortunately, consumer privacy is not at odds with your goals as a marketer — far from it. Focusing on building more meaningful relationships with your customers for the long haul will ultimately allow you to collect first-party data in a privacy-first way, unlocking more accurate insights.

First-Party Data Leads to More Meaningful Insights on Your Consumers

Consumers are more willing to provide their data when they feel it’s being exchanged for value.

Consider airlines. If an airline asks you which hotels you typically frequent, or which car rental companies you prefer, you might be more open to providing that information because you recognize the value that is being exchanged for your information.

Providing this data makes your travel experiences easier and more efficient, and that you trust this brand to protect your online privacy.

The same can be said for SaaS businesses. Yap provided me with a few quick tips when it comes to building first-party data. As he told me: