inspirational 2022 privacy table
Posted: Mon Jan 06, 2025 6:20 am
Miguel Ángel Miguelez, Data Strategy & Activation Director at GroupM, has pointed out that the way of advertising has changed but that “in Spain, ID is not growing at the rate we would like .” “We are a small market and we also like to follow behind: let others try it and then I will follow suit,” he said.
Referring to the data collected by advertisers, Carlos Alonso, Head of Digital at Innocean, explained: “When the user enters, you have them perfectly recognised and you identify them with a unique ID . Then you track them to have the data consolidated.” “The future for the media and other technologies has to come from there,” he said.
Understanding the user without invading their privacy on the Internet
For Grego Martínez, VP Product at Seedtag, the transforma iceland number data tion that the digital sphere is undergoing to preserve privacy continues to have the same basis as cookie-based strategies: understanding the user. The difference is that it is done “in a more respectful way .”
“What users read on the Internet all day is something very interesting for advertisers ,” he insisted. At this point, he spoke about contextual advertising: “There is now a lot of technology that has given us a lot of precision, but we have lost some scale.”
Antonio Andújar, Corporate MadTech & Digital Director of Palladium Hotel Group, brought the advertisers' view into the debate. "Data Rooms hold great promise for accelerating second-party data agreements ," said Andújar, before Remi Boudard, from Xandr, recalled that the open web is not just about platforms but also about users, who must be taken into account.
What can advertisers do?
Finally, the speakers offered some recommendations for advertisers to encourage them to try out new ID-less solutions on the Internet and see how they work for them, given that there is no single path to follow on the road to privacy.
Miguel Ángel Miguelez, from GroupM, has pointed out that the current challenge is to “plan the discourse and combine technologies .” For Andújar (Palladium Hotel Group) the key is to “be curious and critical,” while the spokesperson for Seedtag, for his part, has stated: “There is no single solution. It is a coexistence of all the solutions, each one with its weight .”
Referring to the data collected by advertisers, Carlos Alonso, Head of Digital at Innocean, explained: “When the user enters, you have them perfectly recognised and you identify them with a unique ID . Then you track them to have the data consolidated.” “The future for the media and other technologies has to come from there,” he said.
Understanding the user without invading their privacy on the Internet
For Grego Martínez, VP Product at Seedtag, the transforma iceland number data tion that the digital sphere is undergoing to preserve privacy continues to have the same basis as cookie-based strategies: understanding the user. The difference is that it is done “in a more respectful way .”
“What users read on the Internet all day is something very interesting for advertisers ,” he insisted. At this point, he spoke about contextual advertising: “There is now a lot of technology that has given us a lot of precision, but we have lost some scale.”
Antonio Andújar, Corporate MadTech & Digital Director of Palladium Hotel Group, brought the advertisers' view into the debate. "Data Rooms hold great promise for accelerating second-party data agreements ," said Andújar, before Remi Boudard, from Xandr, recalled that the open web is not just about platforms but also about users, who must be taken into account.
What can advertisers do?
Finally, the speakers offered some recommendations for advertisers to encourage them to try out new ID-less solutions on the Internet and see how they work for them, given that there is no single path to follow on the road to privacy.
Miguel Ángel Miguelez, from GroupM, has pointed out that the current challenge is to “plan the discourse and combine technologies .” For Andújar (Palladium Hotel Group) the key is to “be curious and critical,” while the spokesperson for Seedtag, for his part, has stated: “There is no single solution. It is a coexistence of all the solutions, each one with its weight .”