The 2023 guide to privacy-first marketing

Digital Privacy is nothing new, but it’s a contentious and complex problem which has been the subject of a lot of debate for the past few years. Many of these debates have finally been put to rest by clarifications from regulatory bodies, decisions handed down by the courts, and large tech companies taking a more proactive stance.

However, we still regularly come across businesses who are failing compliance checks. Fortunately, this is increasingly through misunderstanding rather than an attempt to find workarounds or loopholes. In this guide I’m going to explore the digital privacy landscape in 2023, the essentials to get right, and the things to keep an eye on over the next year or so.

Please remember: This guide is intended as guidance only and does not represent legal advice, always get input from your Data Protection Officer.

Explore the digital privacy essentials for 2023

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Who is this guide for?

  • Marketing managers looking for insights into privacy regulations, data protection and strategies for building trust with consumers

  • SEO specialists looking to optimise websites for privacy and maintaining a user centric approach to SEO.

  • CMO’s looking to develop privacy conscious marketing strategy.

  • Data protection and compliance officers responsible for ensuring organisational compliance with privacy regulations

What's in the guide?

  • Common mistakes:

    Analytics is not strictly necessary, Consent must be opt-in, You must comply relative to your users’ location, Local Storage API is subject to consent and Consent requests and tagging need to be aligned

  • Genuine fixes:

    Consent Management Platform and Server-side tag management

  • Ongoing debates:

    Google’s consent mode US-based tools

About the author

Gary Stubbenhagen

Head of Data

Gary is the Head of data at Builtvisible. He has racked up ten years’ experience in analytics, focused on digital marketing and user experience, in a career that has spanned both client-side and agency life.

Having experienced some of the best and worst the industry has to offer, his approach is rooted in the firmly held belief that data should be used strategically and without a slavish devotion to any specific tool or ecosystem.