“In a changing environment you need to remain flexible and adaptable”
“In a changing environment you need to remain flexible and adaptable”
“Data was very important to companies in creating profitable campaigns. Now that there are gaps in data, companies need to find new ways to measure and optimize information in order to remain profitable,” explained Maya Henkin, Director, Client and Partner Solutions, at Google Israel
“There have been many changes when it comes to online privacy over recent years and it started with consumer sentiment,” said Maya Henkin, Director, Client and Partner Solutions, at Google Israel, speaking at the Calcalist gaming conference in partnership with Google and Playtika. “Users wanted to understand how their data was being used and from there it entered into regulation.”
In an interview with CTech Editor-in-Chief Elihay Vidal, Henkin noted that by 2024 some 75% of the world’s population will be under some regulatory framework in regard to online privacy.
“We are seeing major technological changes in this world that started with web cookies,” added Henkin. “Cookies is a very dated technology and it makes sense to change it even regardless of regulation. These changes mainly affected the gaming world around a year-and-a-half ago when Apple announced its privacy changes. This has created challenges for gaming companies.
“Data was very important to companies in creating profitable campaigns. Now that there are gaps in data, companies need to find new ways to measure and optimize information in order to remain profitable.”
Henkin noted that Google is focused on privacy-first solutions with the understanding that these are the only solutions that will last long-term.
“There is a growing reliance on first-party data, data that the player wants to share after they’ve signed in,” Henkin said. “We are in uncertain times when it comes to privacy and don’t quite know what we’ll be required to do next. We do know that the market is heading towards privacy and the most important thing is to maintain flexibility and adaptability.”
