Ad brands need more data to navigate privacy, consent

By Mark Challinor


London, United Kingdom


Privacy and consent is becoming increasingly important to consumers. And with data protection regulations becoming more strict constantly, advertisers need to be guided (partly by us) as to a strategic approach to consent-driven data that protects consumer privacy. 

Advertisers need a consent-driven strategy in light of privacy protections.
Advertisers need a consent-driven strategy in light of privacy protections.

There is no doubt advertisers can achieve efficiency and effectiveness whilst still considering customer privacy. But there is also no doubt they must also work more effectively with data.

Advertiser brands need to employ a wider range of data sources and ad technology to truly realise consumer interests and to make sure advertising is cost-effective and efficient. 

The industry is moving towards a first-party revolution to tracking consumers across many touchpoints centred on trust because real, usable data originates from consumer permission. Over time, we can build more intense and better quality customer relationships, and we can target people more effectively — or maybe recommend products that make a difference. So we need to know who has seen our ads and if they have made a purchase or not. 

All that leads to a better ROI. 

There is a definite and more conscious awareness amongst consumers that their data is being manipulated and shared — and that will mean the rate where advertisers capture data will fall. Consumers are becoming more savvy. 

Although an advertising brand’s objectives might be to drive growth and use data to understand behaviour, this must be complimentary with building consumer trust and better targeting. 

So, we should use first-party data to provide trusted information on who buys products. But we should also include other factors such as context data (location, purchase data, prediction modelling, audience traits, etc.), using data sources and machine learning/Artificial Intelligence to find potential buyers.  

This should then allow media planners, buyers, and advertising brands to focus on appropriate channels, formats, and, importantly, audiences. As they are using trusted data, it will translate ultimately into more widespread consumer consent.

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About Mark Challinor

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