{"id":48076,"date":"2023-02-08T12:40:11","date_gmt":"2023-02-08T20:40:11","guid":{"rendered":"https:\/\/www.kochava.com\/?p=48076"},"modified":"2023-02-08T12:40:11","modified_gmt":"2023-02-08T20:40:11","slug":"privacy-enhancing-technologies-pets-and-the-future-of-advertising-measurement","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/privacy-enhancing-technologies-pets-and-the-future-of-advertising-measurement\/","title":{"rendered":"Privacy-Enhancing Technologies (PETs) and the Future of Advertising Measurement"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1675888449912{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

MMPs Are Here to Bridge the Gap<\/h3>\r\n[\/vc_column_text][vc_column_text]Over the years, there have been growing concerns around user privacy and data. In fact, <\/span>67%<\/span><\/a> of internet users are more alarmed than ever before about the state of digital privacy. Yes, as consumers we want our online data to be secure and private but most of us also enjoy ads that are targeted towards our likes and dislikes, opening up our horizons to new products, brands, and services. Advertisers, too, would like to provide users with relevant advertising while limiting identified user data. If only we can have both\u2026<\/span>\r\n\r\nA win-win is closer than we think. Privacy enhancing technologies are on the rise and will undoubtedly be the closest solution to complete user privacy to date. As we become more versed in how privacy-enhancing technologies (PETs) function and find relevant cases to utilize this category of technology, we must also consider ad measurement. Measurement and attribution will need to evolve with these new privacy technologies and mobile measurement partners (MMPs) are here for it.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1674773355295{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

What are privacy-enhancing technologies and why are they important?<\/h3>\r\n[\/vc_column_text][vc_column_text]PETs are technologies (hardware and software) that are designed to balance privacy with usability. <\/span>Examples<\/span><\/a> of PETs include contact tracing, user locations, and electronic payment processes. <\/span>[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1675881385462{padding-top: 20px !important;padding-bottom: 20px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”48185″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text]These technologies are <\/span>important<\/span><\/a> because they can regulate the amount of data that is processed to help protect personal information. In this time of increased regulations on data privacy and protection, PETs play an important role. Privacy breaches and data loss are harmful. Keeping data secure and private impacts the reputation of businesses and the trust of consumers.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1674773377692{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

Privacy-enhancing technology examples<\/h3>\r\n[\/vc_column_text][vc_column_text]There are a number of <\/span>PETs<\/span><\/a> that can be used in a variety of ways. Any type of technology that increases security while decreasing data loss can be considered a PET. Below are some examples.<\/span>\r\n\r\nData masking\r\n<\/b>Data masking<\/span><\/a> is the technique of changing the values of the data while using the same format as the original dataset. This creates a fake but true version of the original data. There are a few ways to mask data, such as:<\/span>\r\n