What will change with the cookie ban?　Explanation of notable points in the 2022 revision of the Personal Information Protection Law

What will the cookie regulation change after all? (Image is an image. Courtesy: Getty Images)

　The situation surrounding web advertising and digital marketing has changed significantly, such as regulations on third-party cookies and revisions to the Personal Information Protection Act. What is the current status of privacy protection regulations, and what will happen in the future? [See images] What are the two trends Mr. Yamamori, who is in charge of partner alliances and business development at Treasure Data, explains what you should be aware of when using data in advertising and marketing (hereafter, Mr. Yamamori) .

What is happening with web advertising and data regulation as of 2022

　First, let's organize the overall picture of web advertising as of 2022. There are two major trends surrounding web advertising and data regulation. (1) Laws and regulations regarding personal information have been enacted around the world Japan's Personal Information Protection Law will be revised in 2020 and will come into effect on April 1, 2022. In Europe, the GDPR (EU General Data Protection Regulation) was enacted in 2016, and in the United States, a California law called CCPA was enacted in 2018. Countries around the world, such as Southeast Asia and South America, are enacting laws that follow the GDPR one after another. According to these laws, it is necessary to obtain consent for the use of online identifiers such as cookies, and "data localization regulations" that stipulate that personal information is stored in one's own country are stipulated. For example, data localization regulations stipulate that "the data of citizens of country A must be stored in a data center in country A". In most cases, there are exceptions to this provision (e.g., data may be stored in a specific country, and the country in which the data is stored must be specified in advance). The idea that the first option is to keep the data of citizens within one's own country is spreading globally. (2) Platformers such as Apple and Google are embarking on restrictions on the use of third-party cookies In parallel with these legal and regulatory trends, changes in browser specifications are also restricting the use of third-party cookies. Apple's Safari browser has a site tracking prevention function called ITP (Intelligent Tracking Prevention), and Google's Chrome is scheduled to abolish third-party cookies in 2023.　The use of mobile advertising IDs is also restricted. A mobile advertising ID is a device identification ID for advertisements used in applications for smartphones and tablet devices. Many of you may be familiar with the terms IDFA and GAID. Advertisers can use this ID to deliver targeted ads and measure their effectiveness. Until now, it was an opt-out method (the standard setting was "permitted"), but it is shifting to an opt-in method that requires explicit permission from the terminal user.　From iOS 14.5 released in April 2009 on iOS devices such as iPhones and iPads, restrictions on IDFA tracking began. From the Android 12 version released in October 2009, it is no longer possible to obtain an opted-out mobile advertising ID. This is due to the Android OS privacy protection feature. The regulations should have been made out of caution for platformers, but...　There are two major trends: legal regulations and changes in browser and mobile OS specifications by platformers such as Apple and Google.　The background to the enactment of the GDPR and CCPA was the wariness of platformers such as Google. There was concern that the platformer could grasp the movements of individuals. However, the irony is that while platformers are able to clear the strict regulations of the law and continue their business, ad technology companies are stuck in a situation where it is difficult to comply with regulations. Currently, there is a movement to regulate platformers more directly. In Japan, there is a movement to revise the Telecommunications Carrier Law, and in the United States, there is a rather extreme tone, saying that large-scale platformers should split up their companies.