Privacy-centric advertising practices

 

3 Pillars Of Privacy-Centric Marketing: Steps You Need To Take Now

Darren Yuen, CEO of ad agency Initiative Malaysia

PETALING JAYA: Since the beginning of this year, Google has limited third-party cookies for its Chrome web browser users, marking a first step towards eventually abandoning the files that have raised privacy concerns for some time.

The testing period of the deprecation of third-party cookies will continue till the third quarter of this year, by which time it will be ramped up to restrict all users.

The changes are causing a seismic shift in the way digital marketers operate across the brands they work with.

Darren Yuen, CEO of ad agency Initiative Malaysia, shared his views with StarBiz on how limiting third-party cookies would affect the way agencies and marketers work moving forward.

StarBiz: What are cookies and how have they been used in digital advertising?

Yuen: Cookies are small files which are used to target advertising by tracking web navigation and have recently been subject to greater regulation globally.

These text files gather data about users’ browsing activity, identify computers that are connected to a computer network and specifically are used to identify and track specific users.

First-party cookies collect information activities on a particular site to improve the user experience. These are website-specific and once you click off the site, first-party cookies stop tracking you.

Third-party cookies on the other hand, work by embedding a persistent file on individual computers, working across the Internet to collect information about overall browsing habits.

Unlike first-party cookies, third-party cookies are generated externally by digital advertising agencies.

When users visit a site, the cookies track the site activity and save data about the browsing session, such as the sites visited and how much time is spent on certain pages, etc.

This data is sent back to the third party who created the cookie and is used to build out individual and group audience profiles.

Why should cookies be restricted?

Privacy concerns around the world have been the main push behind the cookie’s demise.

Previously, users had no control over when companies tracked them with cookies, but key regulations such as the General Data Protection Regulation that mandates that websites must ask for consent before using cookies on users in the European Union and the European Economic Area have set a precedent worldwide, improving the quality of data collected.

How will the loss of third-party cookies impact the advertising industry and its implications for advertisers?

Historically, most advertisers have relied on third-party data to inform ad campaigns. The loss of these will signify a loss of detailed targeting capabilities and decreased capabilities to measure ad performance accurately.

While the death of the cookie will dramatically change the digital marketing landscape for good, new technologies are arising to replace third-party cookies or improve first-party cookies.

As such, there will now be an increased reliance on first-party data, contextual targeting (a technique where ads are placed based on the content of a particular web page) and third party alternatives to the cookie like The Trade Desk UID or Universal ID – a holistic targeting and measurement system that’s more privacy-conscious.

At this point, are advertisers in Malaysia prepared?

Some brands have begun investing in tech infrastructure to start collecting their own first party cookies and other data sources.

Brands are also starting to invest in alternative solutions like contextual targeting or implementing ways to map customer relationship management data directly to platforms for improved measurement.

However, there is a high cost of entry to improve these ad tech capabilities and advertisers are generally wary of newer capabilities.

Advertisers also have concerns around these changes.

For instance, there are uncertainties and a lack of understanding around new alternative solutions such as the increased use of UIDs, which is a privacy-focused, unencrypted identifier created from a user’s email address or phone number.

There are also concerns around the potential decrease in measuring campaign effectiveness and how brands can maintain personalised digital experiences without detailed interest and behaviour targeting.

What are some key steps to get advertisers prepared?

The most important thing is for advertisers to re-examine their existing digital marketing strategy to see ways in which reliance on third-party cookies can be eliminated.

For instance, advertisers need to allocate resources to collect and manage first-party data effectively.

On an immediate basis, it will be useful to also start testing alternative targeting approaches across current campaigns by partnering with ad tech firms to create inventive solutions based on the UIDs.

Initiative Malaysia has also developed a unique assessment approach for the brands we work with, through an Emerging Tech Assessment.

This helps assess a brand’s digital activity’s readiness to these changes by categorising it into high, medium and low-risk buckets.

From here, we help plot a roadmap over the coming months to mitigate any potential risk areas and look at technologies available that could supersede existing performance.

How will advertisers be impacted if they do not prepare themselves for this development?

It is imperative that brands make swift preparation for these changes as there will be serious repercussions in the coming year, with wastage of advertising budgets on less effective campaigns or possibly delivering ads that are irrelevant.Brands will also face difficulties in reaching and engaging with their high value target audiences and in the long run, lose competitiveness in the digital space. This shift towards more privacy-centric advertising practices is here to stay and brands need to hasten efforts to gain an edge over their competition.

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Fund-of-Funds to fuel local firms

Fund RM1BIL set aside to invest in innovative highi-growth start-ups, says PM 

Fund of Funds (FOF) Explained: How It Works, Pro & Cons, Example

KUALA LUMPUR: A sum of RM1bil for the “National Fund-of-Funds” will be set up to invest in innovative high-growth Malaysian companies, says Datuk Seri Anwar Ibrahim.

“I am pleased to share that Khazanah Nasional Bhd will launch a ‘National Fund-of-Funds’ with an initial RM1bil allocation,” the Prime Minister said when delivering his keynote address at the launch of the inaugural KL20 Summit here yesterday.

He said the setting up of the fund represented the government’s continued commitment to assisting local companies such as those run by bumiputra entrepreneurs, as well as startups and small and medium enterprises (SMEs), in line with Budget 2024 allocations.

ALSO READ: Policy advisory panel to focus on growth and economy

He said the government acknowledged the growing importance of startups in driving technological advancements in the country.

As such, he said the KL20 Summit provided an ideal launchpad for innovative ideas.

“KL20 does not simply represent a single-event summit but marks a clear break from the past, which is a comprehensive effort to catalyse the technology ecosystem,” he said

He added that KL20 would fit strategically into the central governing economic philosophy of the Madani Economic Framework, which is underscored by the principle that economic growth and compatible distribution are in harmony with market forces.

ALSO READ: Elevating the country to be a leading startup destination

“The government is also aiming to centralise investment agencies such as Malaysia Venture Capital Management Bhd (Mavcap) and Penjana Kapital under Khazanah Nasional,” he said.

Anwar also announced the signing of agreements involving 25 entities from various sectors of the startup ecosystem to help create cutting-edge technology ventures in Malaysia.

Among them was the Asean Investment Initiative between Khazanah Nasional, Kumpulan Wang Persaraan (KWAP) and Blue Chip Venture Capital that will invest RM3bil in the South-East Asian and Malaysian ecosystems.

ALSO READ: KL20 Summit 2024 to attract high-quality investments - PM

He also said that 12 international venture capital firms would be setting up offices in Kuala Lumpur, which will help Malaysian startups be discovered and nurtured to be globally successful.

On semiconductors, he said the nation’s substantial hold on the backend had made it conducive to pursue high-value front-end work, primarily in the integrated circuit (IC) design category.

“I am pleased to announce the largest IC Design Park in South-East Asia, which will house world-class anchor tenants and collaborate with global companies such as Arm.

“This is done with the backing of the Selangor Information Technology and Digital Economy Corporation (Sidec), with the Selangor state government, and this is proof that momentum is already being built on the ground,” he said.

ALSO READ: Making the Malaysian startup pitch

He added that the country was positioning itself as one of the leaders in semiconductors, clean energy, agritech and Islamic fintech.

To make Malaysia a true gateway to major economies, Anwar said a city-to-city connection between Kuala Lumpur and Hangzhou would be established so that capital, talent and market access would no longer be a barrier.

Earlier in his speech, Economy Minister Rafizi Ramli said the goal of the KL20 Action Plan was to bring the top 20 startups in the world into the country.

This, he said, would be done through the immediate introduction of several measures.

He said the move was aimed at accelerating the critical areas of a startup ecosystem here.

“The ambition is for Malaysia to be the choice destination for early-stage and growth capital and to be the centre for world-class entrepreneurs and skilled talent,” said Rafizi.

He added that it was also the goal for the nation to be the home for leading startups in the world.

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Related stories:

Policy advisory panel to focus on growth and economy

Elevating the country to be a leading startup destination

Enhancing the venture capital ecosystem

Making the Malaysian startup pitch

KL20 Summit 2024 to attract high-quality investments - PM

RM1bil for 'Fund-of-Funds' to invest in high-growth firms

Timely focus on startups

A cobbler with a big heart: Give, you shall receive

 Heart of gold: Bohari, who plies his trade at Eastmoore Commercial Centre, is always ready to lend a helping hand to those in need. — ZULAZHAR SHEBLEE/The Star

Aw: He didn’t hesitate to help us even though we were strangers

KUCHING: Seven years ago, cobbler Bohari Ariffin lent a helping hand to Aw Joo Lee and her wheelchair-bound mother even though they were strangers to him.

Last month, Bohari and Aw reconnected in a touching encounter that subsequently brought well-deserved attention to the cobbler’s kindness.

That day in 2017, Bohari was mending shoes at his usual spot at the five-foot way of Eastmoore Commercial Centre here when he saw Aw with her mother, who was an amputee.

“They wanted to go up the stairs, but her mother was unable to do so. I felt sorry for them, so I approached them and helped to carry her mother up the stairs.

“I did not think of anything, I just carried her up and then carried her back down again, that was all,” Bohari told The Star when met at Eastmoore.

What motivated Bohari to help Aw and her mother was his spirit of humanity.

“Our humanity causes us to sympathise with others. We are all fellow human beings.

“Whatever religion or race we may be, we can help others because it’s for the good of everyone. I didn’t expect anything in return, I just sincerely wanted to help them,” he said.

For Aw, Bohari’s kindness was particularly meaningful as it came at a difficult time for her family.

“At that time, I was there with my mum and my father, who were both in their 80s. I was the only able-bodied person bringing my parents to meet somebody urgently.

“When we got to the building, I was very frustrated because there was a steep flight of stairs and no lift,” she recalled.

“Suddenly this man came up to me. He didn’t say much, but I understood immediately that he was going to help.

“My mum had only one leg, she wasn’t a small woman and she was quite heavy. But Bohari just lifted her and took her up the stairs while I carried the wheelchair.

“When we came down, I said thank you, but we were all pretty distracted by our family issues and left quickly.”

Aw, who is from Kuching but has been living in Singapore for many years, never forgot Bohari and would think about him every time she came back to visit relatives.

On her last trip here at the end of March, he was still on her mind and a friend encouraged her to try looking for him.

“When someone, especially a stranger, helps you at a difficult time in your life, you can never forget.

“It really leaves an indelible mark in your heart.

“Even though I had said thank you, I wanted to know more about that kind stranger and thank him properly,” Aw said.

So she went to Eastmoore and was very happy to find Bohari still there. And Bohari also remembered helping her mother.

“I was really emotional when I saw him again and tears sprang to my eyes.

“When I asked why he had helped us, he said ‘Kita orang sama manusia’ (We are all fellow humans).

“Bohari is really the hero we all need in our lives,” Aw said.

She subsequently wrote about Bohari’s kindness on the Sarawak Public Feedback Facebook page and encouraged people to seek his services.

“I wanted to help him in his business as well, so that’s why I decided to write a simple post about him.

“Being a cobbler is not an easy job, yet for such a humble profession he has a big heart.

“I hope that after this he will be blessed in many other ways and have more supporters,” she said.

Bohari was also moved by his recent meeting with Aw and the Facebook post she wrote.

“When she came to meet me, I shed a few tears myself. She remembered my small good deed, but I would like to thank her too because she thought about it even though it happened so long ago, and she was willing to look for me,” he said.

With the Facebook post, Bohari hoped that Malaysians would become more aware about helping others.

“I hope everyone will show sympathy to others in need. Don’t think that you are better than other people but help where you can,” he said, adding that he had also helped other people who came his way.

“It doesn’t matter who they are. I may not have much, but I will help anyone in need even if they don’t ask.”

Heartwarming tales such as this are promoted and encouraged by the “Maaf Zahir Batin Hari Hari” campaign (#MZB365), which was launched on April 6. The campaign stands strong with support from major media organisations and civil society organisations (CSOs).

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Giving is receiving

It takes a village: The generous act of Ladang Bikam villagers, who recently helped some Hari Raya revellers to beat the balik kampung jam with a shortcut through the plantation (below), touched the hearts of social media users. — Sinar Harian

FEW stories warm the heart quite like our plural society coming together for the greater good.

Usually, these acts of kindness go unnoticed and unreported because they’re expected. But truth be told, we know this is a commodity.

And as with true generosity, these good folks don’t do it for publicity.

It was a week ago when the media reported on a group of Chinese villagers answering the call of travellers using back roads to avoid the nationwide snarl following the end of the Hari Raya holidays.

Commuter Zairul Annuar Zain, relying on Google Maps, thought his smartphone would solve his problem by getting off the highway while heading south. Unfortunately, he found himself on an isolated path in Ladang Bikam, Perak, instead.

Several cars explored the same off-the-beaten-track route, but the journey soon became bumpier because of the bad, hilly road conditions.

Enter a group of 15 Chinese men who approached the stranded vehicles and told the passengers to wait while they set to work.

Armed with a backhoe to excavate and level the road, they managed to ensure the path was flat enough for the vehicles to pass through within 15 minutes.

— Video Screengrab from Zairul Annuar’s FB

“They could have chosen to sleep. Instead, they were willing to take the trouble to help us continue our journey there that night,” said Zairul, who recorded a video of the helpful villagers.

We’re indebted to Zairul for sharing the incident – which went viral – on his Facebook. It’s perfect timing because the nation desperately needs an endearing story, and in the month of Syawal with the nation still celebrating Hari Raya, no less.

Then, there was another wonderful video of a young Chinese man embracing his adopted Malay mother on Hari Raya.

Despite looking very different from the rest of the brood, and knowing he was adopted, the emotional man expressed his gratitude to his mum for raising him and treating him like she did his siblings.

In the last month, Malaysia has been gripped by disconcerting reports, a situation exacerbated by agitating and provoking politicians and netizens. Their insensitive comments on social media have certainly broken our hearts.

That said, there are many unsung heroes in Malaysia, too. These are the people who dedicate their lives to helping their countrymen without deliberating one’s skin colour or religion, and they ask for nothing in return.

Star Media Group and Gamuda Bhd have worked together for nearly 10 years to recognise and reward the kindness with the Star Golden Hearts Award. Our task gets harder with greater competition and nominees becoming more impressive every year. The nominations are submitted to the judges and as chief judge, Tan Sri Lee Lam Thye, says Malaysia is never short of unsung heroes.

Like when insurance agent Abdul Muhsi Ramlan saw teenager Teh Rui Yuan lying motionless next to his motorbike after an accident and instinctively stopped to help.

He acted fast and asked onlookers to help him load the 17-year-old boy into his car before rushing to the hospital. There, he admitted the boy and even extended himself by trying to get in touch with the teenager’s parents through social media.

Teh eventually recovered and visited Abdul Muhsi with his family after that year’s Hari Raya with a hamper in hand, not only to register their gratitude but mark the festive occasion as well.

“When I saw his face, I just wanted to save him,” said Abdul Muhsi when recalling the accident, revealing that they are still in touch to this day.

Of course, there’s also the heart melting story of one of 2016’s Star Golden Hearts Award winner Mohd Yusuf Rohani caring for diabetic friend R. Doraisamy for four decades.

They are neither related nor from the same cultural background, but none of that matters to them.

The pair met in Ladang Selabak, Perak, when Mohd Yusuf was a Standard Three student and Doraisamy a 28-year-old odd job worker with failing eyesight. Although 19 years separate them, a friendship was forged in which Mohd Yusuf has dedicated himself to helping his friend after learning of his health issues.

Over the years, Doraisamy not only lost his sight, but the lower half of both limbs, too, due to his illness.

“It may be difficult, but I don’t see it as a burden at all because he can’t see, and he has no legs. Who would take care of him if I’m not around to do it?” argues Mohd Yusuf.

His care of Doraisamy runs the gamut of financial aid to cleaning the older friend after his bathroom runs. They may both struggle to make ends meet, but hardship has fused them together for life. From his primary school days through to his marriage and birth of six daughters, Mohd Yusuf has remained resolute in helping his friend, who lives with his younger sister and her husband.

Friendships like these may seem strange, but compassion and kindness cut across all boundaries. After all, it’s the giving that makes us what we are.

Having been involved in the selection process for Golden Hearts before, I can vouch that most Malaysians are compassionate.

From a Chinese-speaking Malay fireman who used his linguistic skills to coax a woman from jumping off her flat, to nurses, doctors and helpers who risked their lives to care for Malaysians during the Covid-19 pandemic, there are many such stories.

There are also groups of youngsters who sacrifice their Saturday nights to distribute food to the homeless in Kuala Lumpur. No one is ignored and no questions are asked either.

As Lee said, the fact that they have been nominated by so many Malaysians vividly attests to the recognition of their good work.

Then, there are caregivers who voluntarily work to help the elderly and disabled, too.

These are tedious jobs which require immeasurable patience and dedication, and again, these volunteers have never asked for coverage to bask in social media glory.

Some are mere individuals while others belong to non-governmental organisations with greater manpower, but the bottom line is, they’ve positively impacted all of us in Malaysia through their commitment.

Let’s be honest, many of us have grown tired and weary, and even given up on our country, going as far as to encourage overseas based friends and family to remain there for a brighter future.

However, the stories above serve to remind us that Malaysia is truly unified, barring egotistical and selfish politicians whose vocabulary barely extends beyond the word boycott.

In truth, it’s us who should turn away from them. Although race and religion routinely take the rap, the world is ultimately divided into good and bad people.

The “Maaf Zahir Batin Hari Hari” campaign (#MZB365), launched on April 6, is also promoting heartwarming tales of unity in Malaysia. The campaign stands strong with support from major media corporations and civil society organisations. Check out the stories on TheStar.com.my.

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A wake-up call for banks

 KUALA LUMPUR: The police remain firm in their stance that people should ignore calls from unknown numbers.

Instead, they say, legitimate businesses have to find new ways to handle over-the-phone marketing and verification methods.

The need for new ways is due to scammers also using the same methods to make victims part with information about themselves, according to Federal Commercial Crime Investigation Department director Comm Datuk Seri Ramli Mohamed Yoosuf.

Comm Ramli acknowledged that both the banking and telemarketing industries have been facing problems with customers refusing to reveal information about themselves for verification purposes.

“I have been asked what would happen to industries that rely on telemarketing services to promote their services if the police continue to advise all to not answer calls from unknown numbers. I urge these industries to change their promotion tactics and not try to change consumer behaviour.“Among the more popular tactics in online scams are the use of phone calls to contact victims directly. This has created a fear among people that unknown calls are from scammers.“Our priority must be the protection of consumers,” he said.

In the eyes of the police, he said, the best way to avoid being scammed is to simply ignore unknown calls, as this completely removes the risk of being cheated over the phone.

He added that he had also personally received legitimate calls but would not give the required information as he preferred to err on the side of safety.

“Just last week, I received five calls from two banking institutions for over-the-phone verification. When I asked about the purpose of the call, I was told I would need to verify my identity first.

“So it’s a never-ending issue; I have to verify myself to them and the banks will need to verify themselves to me.

“In the end, no one verifies and both end the call,” he said, leading to laughter from reporters.

He also noted that business is still being conducted using mobile numbers, leading to even more suspicion.

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Kuala Lumpur ranked 22 in list of 100 best cities for remote work

 

KL ranked 22nd for remote work - The Star

The city to be in: Malaysia is a prime destination for employers looking for quality team members, and for many businesses to establish an Asian hub in Kuala Lumpur. — IZZRAFIQ ALIAS/The Star

KUALA LUMPUR: Kuala Lumpur made a significant leap to the 22nd position, a significant climb from its 84th place in the 2022 rankings, cementing its status as one of the premier global destinations for remote work.

This upward trajectory is mirrored by other Southeast Asian cities like Taipei, securing the 8th spot, and Bangkok, ranking 18th, according to Remote, a prominent global HR platform.

Published by Remote, the list of the top 100 global destinations for remote work showcases cities such as Madrid (Spain), Madeira (Portugal), Toronto (Canada), Auckland (New Zealand), and Tokyo (Japan) among the top 10 choices.

Factors such as quality of life, safety, internet infrastructure, cost of living, inflation, attractiveness, openness, and incentives for remote workers were meticulously considered in the analysis.

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Utilising the latest data, the list aims to guide digital nomads and remote professionals in making informed decisions aligned with their personal preferences and career goals. Kuala Lumpur particularly stands out, ranking in the top five for its favourable remote work visa and incentive programs.

Remote underscores the increasing significance of selecting the right destination as remote work evolves into a lifestyle choice.

It highlighted Kuala Lumpur's appeal as a magnet for remote workers, reflecting the proactive stance of the Malaysian government in positioning itself as a prime destination for digital nomads within the ASEAN region.

The allure of Kuala Lumpur lies in its blend of a relatively low cost of living, attractive incentives for digital nomads, and the availability of fast and reliable internet services. Nonetheless, factors such as quality of life and openness have also played a pivotal role in shaping its overall ranking, it said.

Job van der Voort, co-founder and chief executive officer of Remote, highlighted the transformative nature of remote work, enabling professionals to sustain careers in environments that inspire productivity and balance.

This year's list reflects not only the best places for remote living and working but also the evolving needs of remote professionals in a post-pandemic world, he said.

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