Finding the E-Privacy Middle Ground: Address Customers’ Concerns While Still Gaining Valuable Tracking Data
2. Conduct a risk assessment. Understand what the tracked data is used for, from "highly intrusive" to "minimally intrusive" to "strictly necessary," and be able to justify any activities that are deemed "strictly necessary." For those that are "highly intrusive," you'll need to make adjustments to give customers the option to not have that information tracked if they so desire.
3. Apply visitors’ opt-out requests to online tag/cookie activities. Prominently display the relevant cookie information and choices to your customers. This could be a floating footer or button or a link located in the header, while the actual opt-out controls could be located on a privacy page or preference center. Whichever way, make sure visitors are clearly able to navigate to such controls and make it easy for them to see and make their selections. Having this information on your website will give your customers great confidence that you take their privacy concerns seriously.
4. Gain full control over all third-party tags. The easiest way to harness all your marketing tags is through a tag management system. Ideally, a tag management system will enable your site visitors to actively opt out of being tracked by certain types of tags, while allowing you to decide for each partner or vendor tag whether they're of a type that the opt out should be applied to.
For example, a marketer may decide to activate the opt out for third-party behavioral targeting tags and cease to deliver those particular tags to opted-out visitors, but continue serving tags for their first-party site analytics system. This allows the retailer to still gain some tracking data that will be useful to their marketing efforts. Again, intentions to uphold visitors’ requests should regulators come calling will be considered a step in the right direction.