Advertising has become a battlefield for relevance. In an industry revolving around the mobile device, marketers have found themselves constantly optimizing campaigns with the aim to ensure that their audience is approached in the right moment, with right message. It has become the new normal to rely on a plethora of tech partners to achieve this, partners which integrate seamlessly among each other, and make the advertisers’ job as easy as it can possibly be – to “plug and play”. 

First-party data has become hot topic over the past couple of months, but it has also raised concerns about data security “fuelled by a rise in reports about data leakage and the misuse of data ownership, are the bottleneck”, writes Fritz in his article. 

In his latest opinion piece for the Exchangewire, our CTO Fritz says that “to overcome this hurdle, the industry must address privacy and security concerns head-on, and take concrete steps to give data owners what they need in order to activate (and monetise) their data assets for programmatic advertising 

Read the full article here.