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Brands need to be accountable for data collection and the use of it.

UK’s Information Commissioner’s Office (ICO) has, in the recent past, highlighted the ad tech industry’s “immature” understanding of data protection requirements. This article recommends contextual ad targeting as a measure for companies working towards complying with data regulations.

The author notes that brands could target their ads contextually by tracking the audience sentiments based on past online behaviour and the likely engagement of fresh audiences. Using AI with real time audience expansion technology can convert each engagement into unique brand-opportunities.

Ad tech companies need to take full responsibility for data control if they want to continue using personal data for real-time bidding. A recent Update report by the ICO had noted its concerns around transparency, consent and use of sensitive data in ad tech.

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[3 minute read]

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