Time to Read the Data Label: A Forensic AdTech Mindset in a Privacy-First World

In the evolving landscape of digital advertising, Google’s recent announcement on cookie deprecation has sent ripples through the industry, leaving many advertisers and agencies, publishers and Ad-Tech companies scrambling to adapt. Amidst this uncertainty, new solutions are emerging - contextual targeting, Privacy Sandbox solutions, Data Clean Rooms, First Party Data, Identity solutions, and a focus on cookie-less channels like CTVs, DOOH,OTTs, and audio, to name a few.

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As the traditional methods of segmentation, targeting, measurement, and attribution are being upended, it’s crucial to shift our focus towards transparency, privacy compliance, and data integrity. The spotlight is now on data, data partners, and data brokers in this Privacy-first world. To navigate this new world, the advertisers must adopt a forensic mindset akin to scrutinizing food labels, ensuring they ask the right questions about their data sources and Ad-Tech platforms.

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The Analogy: Food Labels vs. Data Labels

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When we purchase food, we instinctively check the label for nutritional information, ingredients, expiration dates, and any potential allergens. This transparency allows us to make informed choices about what we consume. Similarly, in the world of advertising, data labels should become the norm, providing a clear, concise overview of the data's origin, consent, usage, compliance among others.

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Nutritional Guide for the Advertisers - Here’s how the comparison unfolds:

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The Forensic Adtech Mindset: Questions to Ask Your Data Partners

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To ensure transparency and compliance, advertisers must adopt a forensic approach when selecting data partners or ad-tech platforms. The term was coined by Richard Kramer and Rocco Straus. It is important to “see” the difference between what they?think is going on?and what?is really going on.?It’s the difference between looking at a leaf with your eyes and looking at it under a microscope. With your eyes, the best you can do is see in the veins. With a microscope, you see the mesophyll cells in action to figure out how it all works. It's knowledge vs. enlightenment.

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Time to go beyond ‘’Labels’’ to Understanding the entire ‘’Recipe’’

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This ‘’Data Label’’ empowers advertisers to become discerning consumers. This comparison highlights the shift from a passive approach to data consumption to a more active and inquisitive one.

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By demanding a ‘’Data Label’’, advertisers become active participants in shaping a responsible data ecosystem. It's a shift from simply trusting the "ingredients" to understanding the entire ‘’recipe’’ – from data collection to usage and security. This forensic approach fosters trust with users, regulators, and ultimately, drives a more sustainable future for advertising.

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As the digital advertising ecosystem undergoes a seismic shift, it’s imperative for advertisers and agencies to demand greater transparency and accountability from their data partners. Just as we’ve learned to scrutinize food labels, we must now develop the same vigilance towards data labels. By asking the right questions and embracing innovative solutions, we can ensure that our advertising practices not only comply with regulations but also build trust with our audience.

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In this new era, it’s time to go beyond the surface and delve deeper into the data we rely on. Let’s make informed choices, uphold privacy, and drive the industry towards a future where transparency is the cornerstone of success.

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Anil Pandit

Executive Vice President

Publicis Media

*Disclaimer: This post is for informational purposes only and does not endorse or disapprove of any specific tools, platforms, or technologies. The views and opinions expressed in this article are those of the author and do not reflect the official policy or position of the company he is employed in.

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