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February 08 2018


How Hearts & Science Uncovered Its Ad Fraud Problem: Hagedorn

Amongst a litany of crimes against digital ad effectiveness and transparency, one of the most-accused fraudulent tactics is fraudulent inventory.

Weaknesses in links in the ad-tech chain allow rogue ad sellers to present their sites as though they were those of peers with premium inventory. It is called “domain spoofing”, and it bugs the heck out of media agencies.

So Hearts & Science CEO Scott Hagedorn decided to do something about it.

Together with Megan Pagliuca, the former boss of Omnicom-owned Accuen, who joined his agency in September, Hagedorn began poking around in the ad supply chain to understand the fraud problem more deeply.

“We spent probably the last half of 2017 looking at unauthorized sellers that were entering into the mix, or spoof domains that were selling like they were CBS when they really weren’t CBS at all, they were another site completely,” he in this video interview with Beet.TV.

“Typically, those three things (DSPs, the SSPs, and the publishers) would bundle together and there would be hidden margin from somebody in that, or some unauthorized inventory. We, instead, did a lot of clean-up, and it’s a lot of work for us, but we cleaned up, I’d say, the supply chain on the publisher side.”

In January, News Corp’s UK newspaper division News UK cried fowl on domain spoofing when it published conclusions of its own experiment that revealed 2.9 million bids per hour were made on fake inventory purporting to be that of its own The Sun and The Times news sites – in just two hours on December 4.

It concluded ad buyers are being duped in to wasting up to £700,000 ($972,000) per month on misplaced advertising, saying: “Brands are being tricked into thinking they’re buying quality inventory, bidding on what they think is a premium site when it isn’t.”

But fraudulent tactics look like a game of Whack-a-mole.

No sooner had Hearts & Science’s Hagedorn cleaned up the domain spoofing problem, by working with White Ops, a company that exists to root out such tactics, he discovered a new threat practiced by fraudsters.

“They quickly migrated into building bot extensions that live within a lot of the browsers that spoof human activity,” he tells Beet.TV.

“The crazy thing about that is you can cookie, essentially, a bot, and then the bot potentially gets retargeted by ambient retargeting campaigns later. So now we’re starting to really study identity management, and identity resolution, and how we can stop potentially advertising to bots that are spoofing being humans.”

This video was produced at the 4A’s Data Summit in New York.   Please find other videos produced at the conference here.

February 07 2018


Making Marketing More Relevant, Cleaning Up Digital Hygiene: Bank Of America’s Lou Paskalis

NEW YORK – Marketing needs to become more relevant to corporate business outcomes, while the digital walled gardens suffering from hygiene issues need to clean up their act, according to Bank of America’s Lou Paskalis.

For starters, agencies need to perform a basic assessment for their clients and not avoid tough challenges, Paskalis, who is SVP, Consumer Engagement & Media Investment, explains in this interview with Beet.TV at the 4A’s Data Summit, where he was one of the featured speakers. That assessment should include asking:

• Does the client actually have a really strong customer lifetime value model?

• Is the marketing organization mapped to that?

• Does the client actually have a Customer Data platform and is the marketing and media function represented in those discussions along with analytics and technology?

• What is the client’s attribution solution? Does it truly have multi-touch in place that’s taking into account first and third party?

“If the answer to any of those questions is less than 100 percent, that’s where the agency needs to focus and they need to bring the clients along the journey,” Paskalis says. The way to make marketing more relevant to business outcomes is to “ensure that marketing has the right seat at the right table and is able to advocate for what we really think from a holistic customer perspective,” he adds.

Identity solutions remain a huge hurdle, according to Paskalis, who believes “the reality is we need to innovate around identity.” Being able to determine whether ad messaging is reaching the same people on different platforms facilitates the delivery of episodic creative. “If we don’t do that, we run the risk of becoming irrelevant. As the social media algorithms get more and more precise around putting things in front of you that are exactly relevant to you, marketers need to build muscle memory in that same area.”

An outspoken critic about brand safety on digital platforms, Paskalis sees much more work that needs to be done, particularly within the walled gardens of digital publishers who do a good job of protecting their own data but are lacking when it comes to rooting out fraud.

“I’m tremendously concerned about the hygiene in the digital space,” he says. “Programmatic has been the single worst thing that’s happened to the advertising industry and it’s the only salvation of marketers going forward.”

There need to be more conversations around the issue, but with some preconditions.

“The walled gardens need to become transparent. They can no longer say ‘we’ve got this’ when in fact they can’t do long division and addition, they can’t provide a brand-safe environment, they can ‘t ensure that the people you’re talking to are actually people with both pulse and respiration.”

He’s excited about the work by companies like TrustX, which bills itself as the cooperative, private marketplace for the world’s must trusted brand marketers and premium publishers.

“We need more of that and we need that to be working in behind the walled gardens as well.”

How architecture can create dignity for all | John Cary
If architect and writer John Cary has his way, women will never need to stand in pointlessly long bathroom lines again. Lines like these are representative of a more serious issue, Cary says: the lack of diversity in design that leads to thoughtless, compassionless spaces. Design has a unique ability to dignify and make people feel valued, respected, honored and seen -- but the flip side is also true. Cary calls for architects and designers to expand their ranks and commit to serving the public good, not just the privileged few. "Well-designed spaces are not just a matter of taste or a questions of aesthetics," he says. "They literally shape our ideas about who we are in the world and what we deserve." And we all deserve better.

Many Publishers Behind The Curve On GDPR Compliance: Matt Prohaska

He once ran programmatic advertising at one of the world’s largest news publishers – so what does Matt Prohaska think about the impending final deadline for compliance with new-look global consumer data protection legislation?

“Belated” and “complacent” would seem to sum up his view of many publishers’ readiness for the European Commission’s new General Data Protection Regulation (GDPR).

“There are still some publishers that haven’t gotten off the mat and gotten even reviewing their compliance, reviewing what their DMPs (data management platforms) are doing right now,” says Prohaska, who once worked at The New York Times and who now leads his own consultancy, in this video interview with Beet.TV.

So, what is GDPR? A new piece of EC law that came in to effect back in 2016, updating prior consumer data protection rules in a significant way. Now any global company which handles EU citizens’ data must comply with a new and more stringent set of demands:

  • tighter consent conditions for the collection of citizens’ data.
  • consumers can instruct companies to stop processing their data.
  • automated decision-making and profiling decisions must be made clear.
  • consumers can request decisioning by automated processes be stopped and handled by a human instead.
  • they have the right to request an explanation of automated decision-making.
  • they can request free access, rectification and deletion of data.

Just because GDPR operates across Europe, that doesn’t mean companies elsewhere are unaffected. Any company handling EU citizens’ personal data risk a fine of up to 4% of global turnover, to a maximum €20 million, for non-compliance.

Still, some US publishers seem to be comically, if worryingly, unprepared. Summing up an attitude often heard, Prohaska reports: “It’s a, ‘Yeah, there’s no way they’re gonna do this, really, and ding someone’, or, ‘They’re gonna get one and make a statement, but that’s not gonna be us’. We think those folks are in trouble. They’re going to be sorely mistaken.”

European publishers may have a head-start on GDPR thanks to historical privacy regulation that had pointed in the same direction.

“There are some that we know that have been preparing for this for about a year, plus,” Prohaska says. “Just a couple of months after the regulation came out, back in April of 2016. And they’ve got a data compliance officer in place, they’ve worked on this with their ad product team, so they know when they’re going to engage.

“Most publishers, at least that are European-based or headquartered or where the majority of their audience is, are getting set up and fine,” Prohaska says. “Fortunately, there has been some practice, already, where a lot of the European-based publishers that have the heads-up, ‘Hey, we’re going to be dropping cookies on your browser, is that okay?'”

Specifically, that was the previous EU Cookie Directive, which was adopted in 2011, rather than GDPR, which is much wider-ranging, but the direction of travel was similar.

Whilst some practitioners, especially those in the US, seem to be treating GDPR as simply akin to same kind of European regulatory over-bearishness which they have long had to suffer (in other words, little change), the ramifications could be deeper than that.

The emphasis is on obtaining more explicit consent from consumers, and giving them more control over how consented-to data processing is carried out in future.

Many believe GDPR will precipitate a shift in fundamental marketing practice, from targeting consumer behaviors and characteristics to targeting real consumer profiles, will come about.

Says Prohaska: “We think that, in 18 months, the days of cookie-fishing and buying in the open auction and dropping tags and banners only just to be able to re-target, are probably done, or severely minimized.

“The good news is that (this is) for the good of the industry, for the good of consumers, for the good of this whole ecosystem. (This is) the way it should have been to begin with. We didn’t have a great opt-out system and so the pendulum swing now says, ‘Okay, it’s going to be a little more painful in opt-in and you’ve got to let everyone know up-front.”

This video is part of our series on the preparation and anticipated impact GDPR on the digital media world.  The series is presented by CriteoPlease visit this page for additional segments. 

February 06 2018

How we can help hungry kids, one text at a time | Su Kahumbu
Su Kahumbu raises badass cows -- healthy, well-fed animals whose protein is key to solving a growing crisis in Africa: childhood nutritional stunting. With iCow, a simple SMS service she developed to support small-scale livestock farmers, the TED Fellow is helping farmers across the continent by texting them tips on caring for and raising animals. Learn more about how this cheap innovation is helping feed hungry kids, one text at a time.

Inside P&G’s Tide Super Bowl Takeover Campaign With Hearts & Science’s Scott Hagedorn

NEW YORK – Tide’s seeming takeover of the 2018 Super Bowl was part of a “multidimensional solution” that started with a pre-game tease in social media featuring Terry Bradshaw, who didn’t end up in any of this year’s commercials.

“We preplanned out a lot of how we wanted the social to work around it and how we would activate social channels and key opinion leaders to do a really smart push full strategy,” says Scott Hagedorn, CEO of Procter & Gamble media agency Hearts & Science. “It worked out really well.”

Well enough that ADWEEK dubbed the four Tide spots collectively as “the runaway winner” ahead of efforts for Amazon, Doritos/Mountain Dew, Tourism Australia and the NFL’s own campaign.

Hagedorn says the strategy for the Super Bowl work, ads for which were produced by Saatchi & Saatchi, started with the client. The idea was to cast actor David Harbour, known to Netflix viewers as scruffy sheriff Jim Hopper in “Stranger Things,” as a kind of narrator in sparkling clean clothes who talks to viewers about commercials are seeing.

Tide was able to co-opt its ads “into other Super Bowl ads to make them Tide ads, and they ultimately became P&G ads,” Hagedorn explains in this Beet.TV interview following his speech at the 4A’s Data Summit.

Tide had purchased a 45-second spot in the first quarter to set up the narrative and one 15-second ad in each succeeding quarter. “The interesting thing about marketing now is you can create kind of a multidimensional solution. You can plan for the social ramp up and the social ramp down,” Hagedorn says.

Last year, appeared in a Tide spot with a fake stain on his shirt during what appeared to be a live broadcast but was shot weeks earlier. “This year that was all a tease” to make fans believe that “were going to do a repeat of last year’s super bowl stunt.”

In 2015, Hearts & Science won the P&G media account in North America, setting the stage for the agency’s launch the year later. It has since won business from AT&T, “quietly started working on QuickBooks with TBWA,” won the Barclays account with OMD in the U.K. and had a hand in the New York Times Golden Globes “He Said, She Said” work with Droga5.

Hagedorn credits four tenets—agility, empowerment, intelligent scale and open standards—for the agency’s “hot and heavy” new business winning streak. “We’re hoping to wrap a lot of the pitches up that we’ve been working on and carry it through into Q2, but then I look forward to slowing us down a little bit and trying to ingest it and bring it all in.”

This deep-sea mystery is changing our understanding of life | Karen Lloyd
How deep into the Earth can we go and still find life? Marine microbiologist Karen Lloyd introduces us to deep-subsurface microbes: tiny organisms that live buried meters deep in ocean mud and have been on Earth since way before animals. Learn more about these mysterious microbes, which refuse to grow in the lab and seem to have a fundamentally different relationship with time and energy than we do.

GDPR Could Fuel Subscription Content: Oath’s Mahlman

With just a few months left until the final deadline for compliance with new European privacy legislation that passed two years ago, how much impact could the new policy make?

Views of executives interviewed for Beet.TV’s GDPR series range everywhere from “not much” to “world-changing”.

But one of the world’s leading online publishers thinks the European Commission’s General Data Protection Regulation, which gives consumers new rights to instruct an end to the harvesting and algorithmic processing of personal data, could re-shape media business models.

Oath ad platforms VP Tim Mahlman, in this video interview with Beet.TV, says more publishers may move away from advertising-powered models in their current guise.

“There are definite media companies that are looking at going towards a subscription service in case those users decide not to opt and make sure that they can still keep their businesses going,” he says.

“That’s going to be a very interesting dynamic over the first six months, to see how that plays out on the subscription side.

“On the marketing side, I think they’re also going to be faced with some challenges, of course, because everyone’s going to have to either renew their privacy policies, ask (users) to opt in to what they need, and that could actually shrink the amount of available inventory they historically had been purchasing.”

New measures in the GDPR, which passed in 2016, include:

  • tighter consent conditions for the collection of citizens’ data.
  • consumers can instruct companies to stop processing their data.
  • automated decision-making and profiling decisions must be made clear.
  • consumers can request decisioning by automated processes be stopped and handled by a human instead.
  • they have the right to request an explanation of automated decision-making.
  • they can request free access, rectification and deletion of data.

And the rules must be followed by any global company processing EU citizens’ data, with penalties of up to 4% of global turnover.

Like many companies affected by the legislation, Mahlman stresses Oath has taken strides toward compliance: “We’ve created our own opt in for our consumers, so that we live up to the obligations.”

But, like many others, he believes the changes embodies in GDPR really crystallise what is becoming a new sense of limitation on ad tracking, a new resistance to super-targeting and new marketing techniques that now must rise – not just in Europe but around the world.

“We look at what’s going on with GDPR as an interesting foreshadow on what we could see happening on a global basis,” he says. “From an Oath perspective, we are looking at this as a global responsibility.”

Malhman agrees that putting the brakes on the kinds of practices seen over the last couple of years could resurrect a method of ad-buying that had fallen out of favour.

“I wouldn’t be surprised if you start to see the EU start looking at contextual targeting again as another option for that if the audiences aren’t there,” he adds. “That might be another avenue you could see the marketing going back to as a result of this enforcement.”

This video is part of our series on the preparation and anticipated impact GDPR on the digital media world.  The series is presented by CriteoPlease visit this page for additional segments. 

February 05 2018


IAB Trims Digital Content NewFronts To One Week In New York, Will Launch In LA: EVP Anna Bager

The Interactive Advertising Bureau is going bi-coastal with its Digital Content NewFronts presentation/negotiation event by trimming the original New York affair from two weeks to one and kicking off a Los Angeles version in the fourth quarter.

“We decided this year to change it up a little bit because we have been getting feedback consistently from the buy side that two weeks is a lot and is exhausting,” the IAB’s Anna Bager explains in this interview with Beet.TV.

Scheduled for April 30-May 4, in New York City, the East Coast event will feature NewFronts’ 2012 co-founders DigitasLBi, Google/YouTube, Hulu and Oath. They will be joined by BBC News, Condé Nast, Disney Digital Network, ESPN, Fusion Media Group, Group Nine Media, Jukin Media, Meredith, The New York Times, Refinery29, Studio71 and Twitter.

Each company will produce and manage its own independent, invitation-only presentation, according to an IAB news release. The organization will host a NewFronts Insights Breakfast at the end of the week to spotlight new studies on the evolving digital video landscape.

Among the benefits of having a presence in Los Angeles is its proximity to the studios and creative talent long associated with traditional television entertainment, according to Bager. It will be “West Coast style, very focused on content, very focused on what makes digital video so special,” says Bager, who is EVP, Industry Initiatives. “We feel that’s a story we need to tell throughout the year.”

Asked about the purpose of the NewFronts in relation to the traditional TV Upfront advertising negotiation season and its related entertainment and media company presentations, Bager says, “First of all it is a marketplace and I think that a lot of video content is actually being bought in the NewFronts. Want to keep that marketplace going” while educating media buyers and companies that need to produce video content.

“It’s the biggest opportunity, it’s the most exciting place but it’s also the least understood,” she adds in reference to premium video. “What works, how do we measure it and what’s next. That’s really what we need to figure out.”

The Los Angeles installment isn’t being envisioned as a series of presentations across the city. “We’re hoping to centralize it much more so that it’s easier to access for the buyers and also, frankly, so we can drive the cost down a little bit for producing these shows,” Bager says.

How to fix a broken heart | Guy Winch
At some point in our lives, almost every one of us will have our heart broken. Imagine how different things would be if we paid more attention to this unique emotional pain. Psychologist Guy Winch reveals how recovering from heartbreak starts with a determination to fight our instincts to idealize and search for answers that aren't there -- and offers a toolkit on how to, eventually, move on. Our hearts might sometimes be broken, but we don't have to break with them.

Ad-Tech Will Be ‘Different World’ After GDPR: SpotX’s Cuniffe

Advertising technology will need to change fundamentally from this May, according to one of the leading suppliers of such technology.

May 25 is the final deadline for compliance with the European Commission’s new General Data Protection Regulation (GDPR), legislation which came in to effect two years ago and which gives consumers significant new protections against their data being tracked and processed.

“How we look at the ad-tech ecosystem, how we transact, how we make decisions, is going to be very, very different in a post GDPR world,” says SpotX’s Nick Cuniffe in this video interview with Beet.TV.

“Under GDPR, the concept of PII (personally-identifiable information) now is basically anything about you that I can use to single you out … Your cookie ID, that was usually anonymized, is now a piece of PII. Any identifier coming from your device is PII.”

Under GDPR, consumers can stop companies anywhere in the world from collecting and processing their personal data, including the right to stop automated decisioning- something which much modern advertising technology depends.

Penalties for not supporting the new rights run up to 4% of global turnover, up to a maximum €20 million, and GDPR applies to any worldwide company processing the data of European citizens.

With months to go, companies are now scrambling to achieve compliance throughout their operations, despite GDPR being nearly two years old.

“We’re kind of looking at it from two phases,” says SpotX’s Cuniffe. “We see GDPR being the first beachhead in May and there’s going to be a separate new initiative called ePrivacy (Directive) coming in the second half of the year.

“SpotX has put together a cross-functional team – product, legal, business operations, as well as ad-ops (to tackle them).”

But, whilst GDPR seems to pose a threat to the very fabric of digital advertising, which now relies on tracking people across devices and sites, then running algorithms on their data, Cuniffe believes advertising will cop collateral damage but is not the target.

“I believe that GDPR was really built in a way to protect personal information, banking, health, medical records, things of that sort,” he says. “It wasn’t really meant to wreak havoc in the ad tech ecosystem. It was also meant as a way to level the playing field between all companies and how they process customers’ data.

“So I think while they intended to prohibit walled gardens and protect customers, I think they might see some unintended consequences around that.”

This video is part of our series on the preparation and anticipated impact GDPR on the digital media world.  The series is presented by CriteoPlease visit this page for additional segments. 

February 02 2018

How I use Minecraft to help kids with autism | Stuart Duncan
The internet can be an ugly place, but you won't find bullies or trolls on Stuart Duncan's Minecraft server, AutCraft. Designed for children with autism and their families, AutCraft creates a safe online environment for play and self-expression for kids who sometimes behave a bit differently than their peers (and who might be singled out elsewhere). Learn more about one of the best places on the internet with this heart-warming talk.

Keep Track of Your Conversations in One Place

Today, we’re introducing Conversations: a tool in the Reader that makes it easier for you to monitor and participate in the discussions you care about the most.

Let’s face it: it can be hard to keep track of all the conversations you take part in online. When your favorite posts generate an active discussion, you might miss out on some meaningful exchanges. To find out if a post has new comments, you would have to manually search for it in your stream, or enable comment emails, which would then fill your inbox with every single comment coming from that post.

With the new Conversations page, new comments on your followed posts on any WordPress.com or Jetpack-connected sites will all appear in a single stream, including for sites you don’t follow. You’ll now be able to read and add your replies without having to leave the Reader!


You can also view earlier comments by expanding the row of avatars under a post.


Which posts will appear in Conversations? Any post you’ve Liked or commented on will show up there. You may also manually add a post by choosing the Follow Conversation option when you view the full post in the Reader…


…or directly from your stream.


If you decide to leave a conversation, just unfollow it to remove it from your Conversations stream.

By making it easier for people to monitor and participate in conversations they care about, we can encourage more interaction and allow everyone to easily join the discussions happening on your site.

Give Reader Conversations a try and let us know what you think in the comments below! Thank you, once again, for being part of the WordPress.com community.

How I earned a law diploma while on death row | Peter Ouko
Peter Ouko spent 18 years in Kamiti Prison in Kenya, sometimes locked up in a cell with 13 other grown men for 23 and a half hours a day. In a moving talk, he tells the story of how he was freed -- and his current mission with the African Prisons Project: to set up the first law school behind bars and empower people in prison to drive positive change.

Be ‘Super Flexible’ About Creative And Try To Solve Problems: Wavemaker’s Noah Mallin

When you’re fashioning what’s designed to be a cutting-edge marketing agency, it’s good to know what not to do. One example is not trying to recreate what a creative agency does but being flexible when it comes to deciding who produces content for clients.

“We’re set up to be super flexible,” says Noah Mallin, Head of Experience, Content & Sponsorship, Wavemaker North America. “What that means is we’re not hung up on the idea that we always have to be the one creating every last piece of content.”

In this interview with Beet.TV, Mallin talks about client expectations and creating messaging that doesn’t look like messaging.

He starts with the reality that people are increasingly getting entertainment “and living their lives away from what we would consider ad-supported environments.” While this doesn’t mean they’re not exposed to any ads, “if we just think about that as the only way of reaching people, we’re not really going as far as we can and should be going.”

The job of Mallin’s team is to bring brand experiences to life in any and all venues and “not just showing them the same old thing they’re going to see from any other brand.”

Two big client expectations are an abundance of data to understand consumers in all contextual permutations and reach them in compelling ways they won’t choose to ignore.

“It doesn’t read to them like messaging,” Mallin says. “It reads to them as an experience they can actually take part in and they can have some impact on. Those are two big, tough things to do, especially doing them together.”

Wavemaker is open to working with clients’ own content, creative from partner agencies or third parties and helping to figure out how best to version it. Just because something works well on, say, YouTube doesn’t mean it will do so in display environments or “in the back of an airplane seat.”

There will be times when Wavemaker, a unit of GroupM, will produce content itself “because that’s just the right thing to do and we know we can do it more efficiently than a partner might do it.”

One thing the agency won’t do is try to recreate what a creative agency does “because that’s a very specific model that works well for those agencies.”

Rather, Mallin believes the better approach is to be “super flexible and based on trying to solve problems that exist and friction that exists in reaching the right audience with the right content at the right time.”

This video is part of a leadership series presented by Wavemaker, the GroupM media agency formed by the merger of MEC and Maxus. Please find additional segments from the series here.

February 01 2018

How we can use space technology to improve life on Earth | Danielle Wood
Danielle Wood leads the Space Enabled research group at the MIT Media Lab, where she works to tear down the barriers that limit the benefits of space exploration to only the few, the rich or the elite. She identifies six technologies developed for space exploration that can contribute to sustainable development across the world -- from observation satellites that provide information to aid organizations to medical research on microgravity that can be used to improve health care on Earth. "Space truly is useful for sustainable development for the benefit of all peoples," Wood says.
Black life at the intersection of birth and death | Mwende "FreeQuency" Katwiwa
"It is the artist's job to unearth stories that people try to bury with shovels of complacency and time," says poet and freedom fighter Mwende "FreeQuency" Katwiwa. Performing her poem "The Joys of Motherhood," Katwiwa explores the experience of Black mothers in America and discusses the impact of the Movement for Black Lives -- because, she says, it's impossible to separate the two.

GDPR Is A Force For Good: MediaMath’s Zawadzki

Looming new European legislation governing how global companies track and process consumer personal data seem to pose a big challenge to the new-wave of pumped-up ad-tech practitioners.

But one boss at the centre of the ad targeting boom thinks the so-called “GDPR”, whose final compliance deadline comes this May, is a force for good that will help clean up ad practices and put consumers in a better relationship with marketers.

“Advertising has not done a very good job of advertising itself,”MediaMath CEO Joe Zawadzki says in this video interview with Beet.TV. “I think GDPR is this wonderful opportunity for the industry to basically say, ‘Let’s make all of those things that we’re doing explicit’.”

New measures in the GDPR, which passed in 2016, include:

  • tighter consent conditions for the collection of citizens’ data.
  • consumers can instruct companies to stop processing their data.
  • automated decision-making and profiling decisions must be made clear.
  • consumers can request decisioning by automated processes be stopped and handled by a human instead.
  • they have the right to request an explanation of automated decision-making.
  • they can request free access, rectification and deletion of data.

And the rules must be followed by any global company processing EU citizens’ data, with penalties of up to 4% of global turnover.

But Zawadzki sees the positives. “What is exciting about it, I think, is having an explicit relationship with the end-consumer,” he says.

“Let’s have a consumer Bill of Rights. Let’s be true consumer advocates and let’s use this as some mode of force to not just do it for the EU, but to use this and decide that what makes sense for a global business is to have a global set of standards.”

Views of executives interviewed for Beet.TV’s GDPR series range everywhere from “not much” to “world-changing”.

Almost two years after GDPR was implemented, we have variously heard views that many businesses remain underprepared, many ad-tech investors remain in the dark, that GDPR could have little impact and that it will fundamentally re-shape digital advertising.

There is one consensus – that GDPR is coming at the same time as a general movement toward people-based marketing, a tactic in which advertisers develop real, consensual relationships with consumers, rather that simply watching them from afar.

All that may be true, but GDPR is a policy instrument. Whilst Zawadzki is eager to adhere to it, he thinks a common technology infrastructure may be required, to underpin an ecosystem in which everyone sings from the same hymnsheet.

“Some of the things that we are missing are some true identity standards – in terms of the use of consumer data, what’s PI, what’s anonymized, what is the role of synonymous in these things,” he adds. “There’s some definitions that continue, I think, to require clarity. That may not, in fact, come pre-May.

“To actually create advertising that works, we have to create those technical specifications and maybe even those companies in order to manage that.”

This video is part of our series on the preparation and anticipated impact GDPR on the digital media world.  The series is presented by CriteoPlease visit this page for additional segments. 

January 31 2018

My failed mission to find God -- and what I found instead | Anjali Kumar
Anjali Kumar went looking for God and ended up finding something else entirely. In an uplifting, funny talk about our shared humanity, she takes us on a spiritual pilgrimage to meet witches in New York, a shaman in Peru, an infamous "healer" in Brazil and others, sharing an important lesson: what binds us together is far stronger than what separates us, and our differences are not insurmountable.

From ‘Momentum’ To ‘Trigger Phase’: Wavemaker Canada Digital VP Derek Bhopalsingh Explains The Consumer Journey

The traditional consumer purchase “funnel” doesn’t carry much weight with new marketing agency Wavemaker. “A lot of communication agencies out there look at the purchase journey as a funnel and really it’s not that whatsoever. It’s actually quite cyclical,” says Derek Bhopalsingh, VP, Digital, Wavemaker Canada.

The new GroupM agency that launched in the U.S. last November debuted in Canada in January 2018, led by CEO Ann Stewart, formerly CEO of Maxus Canada. In this interview with Beet.TV, Bhopalsingh explains what clients are looking for in a modern agency and why being slightly behind the consumer trends curve has its advantages in the Great White North.

One of the key things in the creation of Wavemaker was to be able to identify and prioritize client needs. “Trading on media inventory is table stakes,” says Bhopalsingh, whose background includes stints at Aegis, OMD and MEC. “It’s expected of us but as consumers have evolved, as technology has evolved, clients’ needs of media agencies have evolved as well.”

Helping marketers navigate “the new consumer journey” and how it evolves requires covering many bases.

“That can extend from anything from paid media though to omni-channel experiences to how they collect and analyze data to impact their business,” Bhopalsingh adds.

What others call a purchase funnel Wavemaker sees as “momentum.” The rationale is that consumers will always be impacted by messages they see in-market, even if they’re not at the stage of actual purchase consideration of, say, an automobile.

“Even though I may not be in the market for a vehicle, I’m constantly seeing messages and making subconscious decisions about the brands that I like and align with.”

Eventually, that leads to a “trigger phase,” which could be having a child, starting a new job or something along those lines, according to Bhopalsingh. “You then move into different phases where you are evaluating and through to purchase.”

Canada is unique in the sense that a lot of the technologies on display at events like CES 2018 will take about a year and sometimes two or three to reach the market. “Things tend to roll out in Europe, Asia Pacific and the U.S. rather quickly. It gives us a bit of leeway and a runway to help prepare our clients.”

This video is part of a leadership series presented by Wavemaker, the GroupM media agency formed by the merger of MEC and Maxus. Please find additional segments from the series here.

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