Curated News from WARC on October 30, 2020
There’s always the offense and the defence side of data. I think from a governance perspective – and especially seeing what the world is moving towards – it is really important that we stay true to transparency and trust, that our data ethics at the highest level, that our governance is really in place and do the best possible to make sure that consumers feel that their data is treated in the most optimal way. That is on the defence side.
On the offense side, how do we use data? With changes in the ecosystem and the cookie-less world, I think we will see a bit of a change happening. What I’m referring to is that we would be still looking at trying to target consumers with the messaging that we see mostly fit and relevant for them. But then again, it might be more context-related, so that we have advanced contextual targeting to reach audiences more effectively online. That, in the end, is still towards the ultimate aim of marketing, isn’t it? To get the right message to the right people at the right moment in time. So yes, further changes will continue to happen in this ever-changing ecosystem.