SAN JUAN, PR – In the new world of marketing, a host of speed humps lay on the road ahead.
GDPR, CCPA and other new privacy regulations challenge seek to limit companies’ use of consumers’ data.
But Michael Parkes doesn’t see speed humps, he sees a ramp.
“I actually think privacy is going to be a good thing for us in terms of increasing access to data and sharing of data,” says Parkes, CRO, VideoAmp, in this interview with Beet.TV.
“The privacy debate, I think, is actually a good thing because it’s forcing the creation of data clean rooms, new privacy-enabled APIs where people don’t have to send their data to make it available for measurement. They can actually create an environment where data can be queried, but it never actually leaves their wall.”
VideoAmp aims to help advertisers and media owners plan, package, execute and measure the success of de-duplicated and precisely targeted campaigns that reach linear TV, VOD, OTT and digital consumers.
Earlier, the output acquired IronGrid Data Services, a provider of household level, anonymized television viewership data for eight million US households, to help build out its household TV data, to process the unstructured data that comes from set-top boxes.
Parkes wants to guard against the emergence of a “future being owned by eight to 10 big walled garden” platforms.
“If they have ways where they can share that data, which will enable better planning, better measurement, and ultimately move more media dollars onto their platform, then it’s in their interest to be sharing that data in the right way,” he says.
“It’s in the interest of big platforms to share data in a way that’s going to enable them to get more spend.”
The interview was conducted by Ashley J. Swartz, CEO of Furious Corp.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.