5G internet is a quantum leap in terms of bandwidth, connectivity, distribution, and mobile experiences. While marketers are enthusiastic about presenting rich content and innovative advertising opportunities, concerns are rising over consumer data privacy. Will marketers be able to balance the 5G and privacy paradox, or will privacy become a myth in the era of 5G internet?
5G isn’t just faster data. It’s more connections in the home (10x higher connection density), out of home (3x spectrum efficiency), and one of the last major hurdles for a true ‘Internet of Things.’ That brings with it a lot of contextual information about a user, what devices they own, what they watch, and so forth, but using that data responsibly and transparently will be incredibly important for advertisers in the 5G era.
~ Matt Barash, Head of Strategy and Business Development, AdColony, exclusively to MarTech Advisor
5G or the fifth generation of cellular network for mobile communication uses Enhanced Mobile Broadband (eMBB) and offers a peak download speed of 20Gbps.
Here is how 5G can disrupt the communication and marketing industries:
Learn More: What is 5G and How will it Shift How People Consume (And Disperse) Information in 2019?
But there are rising concerns over data privacy as the 5G network expands. Let’s understand why.
Constantly connected IoT devices transfer large volumes of data over 5G networks. This poses many challenges to protecting customer data privacy:
With 5G, advertisers will never again have to worry about ads loading on mobile, and the potential for more immersive ad experiences on mobile is larger than ever. However, as technology improves and becomes a more prevalent part of people’s lives, so does consumers’ understanding and expectation of responsible handling of their privacy and data.
~ Matt Barash, Head of Strategy and Business Development, AdColony
Data privacy concerns are difficult to ignore when the industry is struggling with data breaches and transparency issues. Though the challenges are known, no one is talking about them.
Learn More: 7 Ways 5G Will Help Advertising Evolve in 2019
Forward-thinking marketers can reap the benefits of 5G only when they address customer data privacy concerns. Here is what you can do to start:
Learn More: How 5G Will Impact Customer Experience in Mobile Marketing
5G offers far more benefits beyond speed and low latency, for marketers to harness. But instead of a narrow focus on short-term success, marketers should strive to build trust among the consumer community while delivering immersive, enticing and personalized experiences.
We leave you with the wise words of Matt Barash, “Consumers have a right to, and informed consumers (of which there are more and more every day) will demand both an overview of how they’re being tracked and targeted for advertising on all of their devices, and the chance to opt out. Advertisers working with networks and marketplaces that don’t provide this information and opt out tools acceptably run the risk of harming their own reputation.
Apple’s iOS 13 privacy tools of anonymized emails for sign ups, and location and Bluetooth tracking granularity are an example of a consumer-friendly approach to letting consumers control how their data is used, but that’s only the beginning. Rather than get upset that users are opting out of these methods of tracking, advertisers should embrace contextual advertising as an opportunity to reach those consumers with relevant ads without infringing upon their chosen tracking and privacy rights.”
How will you balance 5G and data privacy? Share your ideas with us on Twitter or LinkedIn or Facebook; we’re always listening!
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