By: Andrew Bloom, SVP, Strategic Business Development, DG
Data has taken on a life of its own in the online advertising world. It has its own value as a currency and commodity and its own ecosystem in the cloud â€” newly independent of the tools, people and platforms that transact upon it.
Consumers are gaining control over â€œtheir dataâ€ with technologies like disconnect.me that allow them to control and eradicate their data footprints today â€” and likely monetize them tomorrow. Brands are becoming more savvy and protective about ownership and access to their customer and transactional data. And regulators are working to maintain order.
Clearly, data is creating new opportunities and conflicts in advertising. There are more channels, devices, social spheres and platforms available to exploit data. More tools are available to mine it. And while the cloud has been transformative in terms of access and simplicity for users and businesses alike, it is also extraterritorial, fluid and unruly from a regulatory standpoint.
Things are not getting any simpler. Which is why brands must take a long hard look at data access, control and management issues â€” making choices about technologies and partners with data in mind.
The Liberation of Data
In the era of the cloud and with the separation of trading desks from DMPs and the increasing need to merge media data with first-party data, data has its own life separate from the media activation channel.
For brands, this shift means new power to exploit your own data. Yet you still need a technology partner to capture, process, store and distribute that data in a multitude of ways. So where is the healthy balance? How can brands maintain trusted partnerships and yet draw clear boundaries and manage risk in a complicated ecosystem?
Here are a few issues every advertiser should be considering in a world of emancipated data: More…