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Why Advertisers Should Care About the White House Report on Big Data and Privacy says GroupM
The government has put out yet another report on big data and privacy, buzzwords that have scared consumers and dominated press headlines. So is this latest report something advertisers should care about? Adweek asked GroupM Interaction COO John Montgomery, who met with the White House policymakers that wrote the report. Below, he parses out what impact the administration's latest policy pronouncement will have for data-driven advertising.
Why should advertisers pay attention to the White House's report?
We should care a lot about it. It was a good and clearly written report. If anyone of my clients wants a 101 on big data, I'm going to send them this report. This report is very relevant because a lot of what drives this business is programmatic media buying. There are millions of places to advertise on the Web, so an algorithm will decide what your likely audience will be.
What's the good news in the report for advertisers?
There were three things that stood out. First, the report makes the point that whatever the perceived harm of big data, the advantages far outweigh the disadvantages and that government should be careful about how it legislates. They don't want to crush the golden goose. The government recognized it's important to not focus on data collection, but focus on use. That's huge insight