Users who visit publishers signed up to the SWAN, which is aiming to be operational this summer, will only be asked to consent to personalised marketing once – with their choice then carrying over to all the other websites involved.
With that privacy message publishers would be able, if they choose, to explain to their readers why personalised ads help them make money and fund more journalists – where at the moment this value exchange is never explained.
A unique identifier enables the personalisation, if opted in, to be shared without the use of third-party cookies. Users will also be able to more easily tell websites if there are particular adverts they are uninterested in – which could mean publishers can better make the most of their ad slots and make more money.
Alternative identifiers ban by Google welcomed by Future
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Guido Fawkes owner Paul Staines on how the site makes money
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Online retailers haven’t been the only businesses helped by a lockdown-fuelled boom in online shopping – publishers have also benefited.
Figures from the Office for National Statistics show internet sales made up 31% of total retail sales in December 2020, up 10% on the same month the year before. Total online retail sales for 2020 were up 46% on the previous year – the largest annual increase since 2008, according to the ONS.
When it comes to spending online, many of us now take to the internet to research the items we want to purchase before parting with our money.
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A survey carried out by Ipsos for Google between November 2019 and January 2020 found that, both in the UK and US, adults searched online before making 88% of in-store purchases. The study also found that just over half of shoppers (51%) research new brands on Google first before buying from them.
British Airways Completes Rollout Of ‘World Leading’ Inflight Internet
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The European Aviation Network (EAN) rollout has been completed on the British Airways short-haul fleet. This has seen its entire Airbus narrowbody fleet equipped with Inmarsat’s EAN technology. As well as this, Inmarsat has been named the ‘World’s Leading Inflight Internet Service Provider’ for the fourth year in a row at the World Travel Awards 2020.
British Airways has completed the installation of Inmarsat’s equipment on all its short-haul aircraft. Photo: Getty Images
British Airways rollout complete
Inmarsat’s unique inflight connectivity network for Europe, the European Aviation Network, has reached a new milestone this week. Launch customer British Airways has confirmed it has completed the rollout of the system on all its short-haul fleet.