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Centricity Podcast

Mar 16, 2022

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 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 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

Start vetting out existing tech and ask if they’re in compliance with the data privacy laws.

Email Will at

Submit inquiry at and they’ll be happy to answer any questions.