Much has been said about protecting personal data on the internet, specifically on social media.
Paul touched on 8 areas that the Advertising Research Foundation is currently focused on.
Partly because of the gold David Ogilvy Award the ARF ironically bestowed upon Cambridge Analytica in 2017, they have taken a leadership position to ensure the privacy and protection of consumer data. Paul indicated that this is a daunting task to create such policies in light of the fact that most terms and conditions are extremely lengthy and generally not read.
Data Analytics vs. Insights
Paul talked about the “T-shaped people” and how personnel who look at the same material may see things differently.
The other six areas were:
- Brand Building vs. Targeting
- 6 Second Ads
- MMM vs. MTA
- State of Programmatic
- Influencer Marketing