[The Big Idea is a distillation of conversations held during our Cannes Expert Interview Series. The full conversation with all of our experts can be found here.]
In an age where user privacy and data collection are paramount concerns, the challenge for the digital industry lies in balancing personalized content with respect for user privacy. Insights from our conversation with Vegard Johnson, Chief Product Officer at eyeo, emphasize the need for user-centric solutions, improving user experience, and embracing ethical responsibilities to protect user data.
User-Centric Solutions for Privacy
The industry must prioritize creating solutions that align with user needs, offering personalized experiences without compromising privacy.
“Generally, I think the industry has fallen short at times by coming up with solutions that are very responsive to its needs, and less so to the needs of the user… We need to develop more user-centric solutions that offer a better user experience while giving users control over their privacy.”
Focusing on User Needs
Enhancing the user experience requires a continuous focus on what users truly want, moving away from industry-centric approaches to more acceptable and sustainable solutions.
“We need to keep asking what users need and want, and then respond accordingly… We need to provide solutions that offer an acceptable user experience. GDPR’s approach of asking users to review hundreds of vendors before accessing content is clearly not sustainable.”
Embracing Ethical Obligations and Proactive Industry Action on Privacy
Ad tech companies and technology platforms have an ethical responsibility to manage data collection responsibly, and proactive industry action is essential to address privacy concerns before external forces impose solutions.
“We must consider what data we gather, not just how we handle it afterward… If the industry doesn’t come up with a solution, regulators or others will.”
By focusing on user-centric solutions, improving the overall user experience, and upholding ethical obligations, the industry can build trust and provide meaningful experiences for users while navigating the complexities of privacy and data collection in an increasingly connected world.
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Transcript
Cannes Interview Series
[This interview has been edited for clarity and brevity.]
Terry Taouss (Acceptable Ads Committee): Good morning. I’m here with Vegard Johnson, the Chief Product Officer at eyeo, where he is leading the company’s transformation into a product-led organization
Vegard Johnson (eyeo): Thank you.
Terry: Vegard, you were the product manager for GDPR at Google, and you’re now the Chief Product Officer at eyeo. How does one strike a balance between offering personalized content and ads without compromising user privacy? Or is that even the right question to be asked?
Vegard: I think it is the right question. Generally, I think the industry has fallen short at times by coming up with solutions that are very responsive to its needs, and less so to the needs of the user. GDPR is a great example of a move in the right direction, but its implementation has felt more like a burden for users. Users like to feel in control of their privacy but often don’t want to actively manage it. The internet now is very different from 25 years ago – it’s still a bit crude, but we’re moving in the right direction. My prediction is that we’ll need to develop more user-centric solutions that offer a better user experience while giving users control over their privacy.
Terry: So that leads me to my next question, which is about the importance of user trust in this relationship. How do you balance building that trust with the needs of data in advertising?
Vegard: It’s difficult because, while users want control, they don’t always want to exercise it actively. There’s an educational aspect to this – users need to understand that if they want no friction, no logins, no subscriptions, no data collection, and no ads, there won’t be any content either. Data and targeted ads are part of the solution.
The challenge is that users often don’t want to understand how it all works, so we need to ensure they have access to solutions that respect their needs and make them feel represented without having to make those choices all the time. Other industries offer examples of this, like consumer reports, which provide unbiased product reviews so users don’t have to test products themselves. Browsers, like Safari, act on behalf of users by taking action on third-party cookies. However, people spend a lot of time online outside of browsers, so we still need a broader solution for where they spend their time.
Terry: You mentioned unintended consequences, and with GDPR in Europe, not many people would say it has improved the user experience. eyeo is known for developing Adblock Plus, which allowed users to reclaim their browsing experience. How do we fix the user experience to make it more acceptable?
Vegard: When Adblock first launched, it responded to user challenges, like pop-ups. We need to keep asking what users need and want, and then respond accordingly. When we were in New York earlier this year, I was on a panel where it took 10-15 minutes before anyone even mentioned the user. Often, the conversation is one-sided, focusing on industry needs. In the end, the answer is simple: we’re all users, and we know what’s needed. We need to provide solutions that offer an acceptable user experience. GDPR’s approach of asking users to review hundreds of vendors before accessing content is clearly not sustainable. We need to find solutions that align with reasonable consumer experiences. How exactly we do that is something we are continuously exploring, and we look to partner with the industry to find commercially viable solutions.
Terry: We’re seeing a lot more devices connected to the internet: voice-activated devices, smart TVs, even connected appliances. These devices collect data and present advertising opportunities. Do you think there will be a similar pushback from users regarding the data these devices collect, and how might that play out compared to ad blocking?
Vegard: If the industry doesn’t come up with a solution, regulators or others will. Third-party cookies existed for a long time, but drastic steps were taken to remove them when they were being misused. The balance is between acting proactively and waiting for others to impose solutions. With the capability for data collection growing, action is inevitable. In the past, using a desktop computer meant you knew when data was being collected, but now, with devices like thermostats constantly sending information, it’s different. Industry players are already working on this, both on the regulatory and technology sides, recognizing that it’s an opportunity.
Terry: Do ad tech companies and technology platforms have an ethical obligation regarding user privacy protection?
Vegard: Absolutely. It’s something I’ve spent much of my career on. While there are bad actors, I think most agree that we have a responsibility. With today’s technology, we have an ethical obligation to responsibly manage data collection and storage. It’s not just about ‘don’t be evil’ but ‘can’t be evil’. We must consider what data we gather, not just how we handle it afterward. The short answer i:s yes, we have an ethical obligation to limit data collection and use it responsibly.
Terry: Vegard, thank you for taking part in this interview series today. It’s been great talking to you. I look forward to seeing what comes next at eyeo.
Vegard: Thank you very much for having me.