{"id":3494,"date":"2022-09-16T01:35:10","date_gmt":"2022-09-16T05:35:10","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/16\/how-marketers-can-topple-the-tech-giants-monopoly-on-personal-data-for-good\/"},"modified":"2022-09-16T01:35:10","modified_gmt":"2022-09-16T05:35:10","slug":"how-marketers-can-topple-the-tech-giants-monopoly-on-personal-data-for-good","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-marketers-can-topple-the-tech-giants-monopoly-on-personal-data-for-good\/3494\/","title":{"rendered":"How Marketers Can Topple the Tech Giants\u2019 Monopoly on Personal Data for Good"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Simen Moen, Head of Data Analytics, <\/em><a href=\"https:\/\/www.viewerslogic.com\/\"><em>ViewersLogic<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Google\u2019s pending deprecation of third-party cookies has parallels with the global fuel security crisis. In the same way European nations are battling against supply dominated by a monopolised source, marketers are trying to figure out how they will reach consumers and measure campaign success when Google is the gatekeeper to their data.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, how can marketers ensure their data security and independence in a world where walled gardens are still dominating user information and can\u2019t keep their cookie promises?<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Putting Consumers Back in Control of Their Data<\/h2>\n<p class=\"wp-block-paragraph\">To reduce their reliance on the digital behemoths and succeed outside of the walled gardens, marketers need to hand data power back to the consumer. Meta makes <a href=\"https:\/\/www.theguardian.com\/technology\/2022\/jan\/14\/meta-sued-for-23bn-over-claim-facebook-users-in-uk-were-exploited\">98%, as stated in this Guardian article,<\/a> of its income selling users\u2019 data to advertisers, so they know the value of this information; yet the consumer doesn&#8217;t. This asymmetric market does not empower or facilitate a trusted and fair personal data exchange.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Putting consumers back in control of their data through it being openly traded, will allow a \u2018truer\u2019 market value to present itself for specific data in certain use cases. This could transform our economic models, with consumers even using it as a source of income and inevitably, as consumers become more aware of the power they hold, the tech giants\u2019 grip on ad spend will begin to loosen.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, what does this mean for targeting and measurement when consumers can control the value of their own data?<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Replacing Archaic Measurement Models<\/h2>\n<p class=\"wp-block-paragraph\">Existing cross-media measurement models are still unable to indicate to brands in absolute terms whether their KPIs and ROI targets are being met. Relying on dubious maths and simplistic measures such as reach and frequency, these metrics tell them nothing about the impact of their campaigns. Furthermore, the fusion of data from separate channels creates incredibly wide correlations and prevents marketers from making their next investment decision with confidence. Can marketers really afford to take the risk with archaic systems that are no longer fit for purpose at a time when every penny counts?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Technology is finally making it possible to track the entire consumer journey to purchase, including online and offline purchases, TV ad exposure, and location data over a long period of time, allowing brands to understand what outcome each channel delivered.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Through this single-source data, brands can optimise budget allocation across media platforms depending on the role and performance of each channel. Furthermore, marketers will significantly add to the productivity and financial performance of their company through continuous campaign optimisation and reduced waste.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Single-source data can be collected when consumers volunteer their data in exchange for rewards. These behavioural insights are therefore fully GDPR-compliant and consumers are aware of their data\u2019s worth; they are empowered to provide it for a transparent value exchange.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is a game changer for marketing.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Hot Commodities<\/h2>\n<p class=\"wp-block-paragraph\">Personal data is a hot commodity; it\u2019s the fuel of marketing. By offering consumers a fair value exchange for their data, brands can topple the tech giants\u2019 data monopoly. Consumers will finally have full control over their data, armed with the knowledge of its worth, and can volunteer it for a fair price in the age of privacy. Single-source data is the embodiment of this concept; it\u2019s not a pipedream, it\u2019s already happening.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Personal data is a hot commodity; it\u2019s the fuel of marketing. By offering consumers a fair value exchange for their data, brands can topple the tech giants\u2019 data monopoly.<\/p>\n","protected":false},"author":7,"featured_media":3495,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-3494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Marketers Can Topple the Tech Giants\u2019 Monopoly on Personal Data for Good | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-marketers-can-topple-the-tech-giants-monopoly-on-personal-data-for-good\/3494\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Marketers Can Topple the Tech Giants\u2019 Monopoly on Personal Data for Good\" \/>\n<meta property=\"og:description\" content=\"Personal data is a hot commodity; it\u2019s the fuel of marketing. 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