Companies that take data from consumers’ computers to help develop targeted online advertising have been told to “wake up” to the implications of soon to be introduced legislation requiring them to gain consent from consumers to collect data.
Could social media ever offer up a rich seam of customer data, or is it just a mine of useless information? A rush of data companies are trying to turn the medium into a data goldmine. Lucy Fisher investigates
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.