founder and MD of Invizua
Originally published on iMedia Connection on October 13, 2009
To push the digital ad targeting envelope, forget about digital marketing data ownership. The focus must be on data control, argues one industry veteran.
Yes, data ownership and data control are indeed inextricably linked, but it's only when Fortune 1000 and FTSE 100 advertisers (and/or their digital media agency partners) begin to look closely at how they can control the data collected via their rented (i.e., third party) ad management platforms that they realise there's little in the way of efficient incremental value that can be derived from third party data.