--- title: "The Death of the Cookie: Understanding Internet Privacy - Part Two" description: Understand how internet privacy changes impact marketing and how to adapt with guidance from Will Riley. image: https://blog.fitzmartin.com/hubfs/podcast_willriley_featured.jpg --- [![FitzMartin](https://blog.fitzmartin.com/hubfs/Fitz-Logo-horiz-new-2.svg "FitzMartin")](https://www.fitzmartin.com/blog) [ Get In Touch ](https://www.fitzmartin.com/contact) [Podcast ](https://blog.fitzmartin.com/podcast) | Episode 34 # The Death of the Cookie: Understanding Internet Privacy - Part II [Listen to episode](https://blog.fitzmartin.com/podcast/the-death-of-the-cookie-understanding-internet-privacy-part-two#ListenToEpisode) ![podcast_willriley_hero](https://blog.fitzmartin.com/hubfs/podcast_willriley_hero.jpg) Today’s episode of Aligned continues Sean and guest Will Riley’s discussion on **internet privacy changes** and what it means for your marketing efforts in 2023. As a RevOps expert, Will shares his (inadvertent) first hand experience with terms of use issues and how you, as a marketer or business owner, can protect your company. **Will’s tragic tale:** - A client used Google ads as a primary digital advertising platform, and the client had a privacy policy available. However, they did *not* have a cookie policy. Because of this, that client received an email stating they were losing all Google advertising rights. - It wasn’t a policy issue; in Will's case, their website policy was acceptable and allowed for paid advertising. However, when you advertise to a specific audience segment, that must be indicated in a privacy clause. And the client’s policy didn’t reflect that nuance. - The takeaway? As platforms like Google and Facebook get pressure from the government to maintain privacy standards, they make updates the users don’t necessarily see. - Before you place an ad, ensure you comply with the most current policy to ensure your ad will be approved.  **2023 will bring a drastic change to privacy:** - It’s not doomsday, just a different day, and putting the correct parameters in place now will help with the initial adjustment. - It’s not as easy as buying ads. There are now risks and legal implications if you ignore violations. - A lot of third-party leverages domains other than your website. So, in some ways, the form of retargeting now will cease to exist. - Lookalike targeting will likely stay - finding users similar (based on demographic and psychographic information.) - You can buy people who have visited a database of every phone that’s entered specific geography. If you’ve been in a particular NFL stadium, you’ll get ads for stuff. - People don’t know what companies are doing with their data. And that’s going to change radically. **Takeaways for digital advertising:** - If you can’t use a company like [AdRoll](https://www.adroll.com/) to advocate and check the legality of your ads (and choose to go direct-to-market), invest in an expert rep who can guide you through the legality and policies. - Invest in a CRM or marketing automation that enables compliance ([HubSpot](https://www.hubspot.com/) has integrated within its system the ability to enable compliance with GDPR.) - Create a simplified tech stack. If you need new platforms or tools, make sure they natively integrate. **What you need to do next:** - Does your marketing team buy any data? If so, what are you doing with it, and where are you purchasing it from?  - Using mass lists will no longer be safe, especially if you do not get each user’s permission to contact. - Before advertising on digital platforms like Facebook and Google, have a privacy policy and cookie policy.  - Ensure you have publicly accessible legal documentation that references visitor data tools, intent, and storage. If you need a standard privacy policy or cookie policy to get the ball rolling, contact  [will.riley@fitzmartin.com](mailto:will.riley@fitzmartin.com) Start vetting out existing tech and ask if they’re in compliance with the data privacy laws. Email Will at [will.riley@fitzmartin.com](mailto:will.riley@fitzmartin.com) Submit inquiry at fitzmartin.com/contact and they’ll be happy to answer any questions. Listen here or on [iTunes](https://podcasts.apple.com/us/podcast/aligned-podcast/id1472052181?i=1000554159771) • [Spotify](https://open.spotify.com/episode/1gf3AT4tGWKHt1Y46O2VPg?si=b453706b5f4a4a39) [Download](https://blog.fitzmartin.com/hubfs/ALI_034.mp3) ##### Share #### Other Posts ## Discover More Insights, Thoughts, and Ideas ![](https://blog.fitzmartin.com/hubfs/podcast_lorisullivan_featured.jpg) [Marketing Technology: Making Sense of the Madness](https://blog.fitzmartin.com/podcast/marketing-technology/) ![](https://blog.fitzmartin.com/hubfs/podcast_seandoyle_featured.jpg) [Sales Enablement](https://blog.fitzmartin.com/podcast/sales-enablement-episode-4/) ![](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg) [Environment Management: Gifts and Late-Stage Sales](https://blog.fitzmartin.com/podcast/environment-management-using-gift-giving-to-build-relationships) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [The Role of Marketing in Late-Stage Sales, Part 1](https://blog.fitzmartin.com/podcast/the-role-of-marketing-in-late-stage-sales-episode-2/) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [The Role of Marketing in Late-Stage Sales, Part 2](https://blog.fitzmartin.com/podcast/the-role-of-marketing-in-late-stage-sales-episode-3/) ![](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg) [Commitment: Don't Lose Deals to Indecision](https://blog.fitzmartin.com/podcast/centricity-private-public-commitment-part-one) ![](https://blog.fitzmartin.com/hubfs/podcast_ianaltman_featured.jpg) [The Three Most Damaging Sales Tactics](https://blog.fitzmartin.com/podcast/the-three-most-damaging-sales-tactics) ![](https://blog.fitzmartin.com/hubfs/podcast_leemcknight_featured.jpg) [Terrible Sales Emails](https://blog.fitzmartin.com/podcast/terrible-sales-emails-episode-5/) ![](https://blog.fitzmartin.com/hubfs/podcast_seandoyle_featured.jpg) [The Value Triad](https://blog.fitzmartin.com/podcast/the-value-triad-episode-6/) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [Good Company Culture Will Improve Your Sales Force](https://blog.fitzmartin.com/podcast/good-company-culture-will-improve-your-sales-force/) View More Articles Are you ready to build something together? 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