Hasta La Creative!

As CEO of one of the largest marketing data technology companies in the world, it’s not surprising that I am passionate about helping advertisers use data to connect with customers and prospects. In the last few years, I’ve seen important advances in the way companies leverage data to make advertising more meaningful and deliver greater value. And today, innovative new data technologies allow marketers and businesses to provide services never before possible.

Nonetheless, it may surprise you to know that just like everyone else — as a husband, father and citizen — I do have concerns about how to ensure the data about me is used responsibly and that it remains secure.

In this always-on, uber-connected world, it’s not a matter of whether or not data will be created or utilized. It’s inevitable as we move toward a more personalized and customized way of life. Technology has evolved, and we as consumers have come to expect brands and companies to anticipate and instantaneously cater to our wants and needs. We embrace innovation and the conveniences it brings and take advantage of the special offers and deals that appeal to us. Further, we expect applications and information to be either free or at a low-cost. It’s a trade most of us are willing to make — data in exchange for things that benefit us and make our lives richer and easier. But it’s important to acknowledge that not everyone is willing to make that value exchange to the same degree.

Continue reading at AdAge.com