Agencies Load Up on Privacy Specialists, Hoping to Keep Consumers From 'Opting Out'
Posted in: Uncategorized
Some 63% of WPP companies now have at least one privacy specialist on staff, executives at WPP’s Data Alliance said at the Ad Age Data Conference on Tuesday, in a sign of both how important consumer data has become and how sensitive the subject can be.
Data is making it easy for marketers to imagine all sorts of scenarios for the not-so-distant future, like the hypothetical “hot tubs and helicopters” described at the conference by Data Alliance CEO Nick Nyhan. A person may one day buy a “smart” hot tub that automatically signals Amazon, for example, when it’s running low on certain chemicals. Enter one of Amazon’s hypothetical drones, flying a supply of chemical X to the consumer.
“It’s machines talking to machines,” Mr. Nyhan said. “Tech and data is the line between the two,” he said.
Post a Comment