New Ideas in Marketing
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Emerging technologies can provide more user-based transparency in ads

Privacy regulations like GDPR have enabled consumers to know who has access to their data and take control over how their data is shared. But the author argues that users deserve more transparency in the ad-tech ecosystem.

This piece says that it is critical that the ad-tech industry work together to improve user-based transparency to increase consumer trust. New blockchain type technologies will also be helpful to track the content journey through the ad stack, from brand to the end-user. 

Facebook already uses an ad information panel to educate its users about how and why their data is used to send them specific adverts. The author contends that the broader ad tech ecosystem should “collaborate and replicate Facebook’s concept across sites and programmatically.”

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[3 minute read]

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