Amid Google antitrust case, adtech has a perfect context to rebuild consumer trust [Video]

The Google antitrust trial presents the adtech industry with an opportunity to reorientate around the consumer. Taptap Digital’s Nigel Clarkson explains.

The antitrust trial against Google comes at a critical time when concerns about consumer privacy, data security, and transparency in digital advertising are at an all-time high.

Both its anticompetitive practices and the tension between big tech’s control of data and the consumer’s right to privacy are at the heart of the case. Google’s vast dominance over online search and digital advertising has allowed it to collect and analyze an enormous amount of user data. Consumers have become increasingly wary of how their data is collected, shared, and used for targeted advertising, often without their explicit consent or full understanding – over half of UK consumers deliberately withhold data from brands when given the option.

The Google case also spotlights the growing public discontent with the trade-off between convenience and privacy.

Consumers are beginning to push back against the notion …