CANNES \u2013 As more marketers seek to use data to achieve the kind of accountability that direct-response media has typically provided, agencies are improving the way they handle sensitive consumer information. In the past month alone, Dentsu Aegis Network rolled out a PII-based data platform and appointed a global data compliance officer in advance of new EU regulations.<\/p>\n

\u201cI think privacy is of the utmost importance for clients. It always has been,\u201d says Doug Ray, Dentsu Aegis Network\u2019s President of Product & Innovation.<\/p>\n

At the Cannes Lions Festival of Creativity, where Ray was a panelist at the Mastercard Automated Advertising Panel, he explains to Beet.TV how the way media is planned and purchased has become much more dynamic and why his company has \u201cdoubled down\u201d on leveraging data.<\/p>\n

This includes both PII information\u2014names, physical addresses and email addresses\u2014and cookie data within client data management platforms.<\/p>\n

\u201cThat\u2019s at the end of the day why clients are directly managing their DMP\u2019s and leaning in to CRM, because they\u2019re looking to try to understand and know their customers better,\u201d says Ray.<\/p>\n

Particularly in Europe, regulators go to great lengths to restrict what marketers can do with consumer data. This will only increase as companies become more sophisticated about mining that information.<\/p>\n

Last week, Dentsu Aegis Network recruited the Chief Privacy Officer from British Telecom Group, Mark Keddie, to become its first Global Data Protection Officer<\/a>. It came a year before such a position will be mandated by the EU\u2019s General Data Protection Regulation.<\/p>\n

The move is \u201cvery important and something we\u2019re certainly taking quite seriously particularly as we pivot into utilizing PII more and more for our advertising campaigns,\u201d says Ray.<\/p>\n

The pivot includes its acquisition last August of a majority stake in data marketing firm Merkle. Baltimore-based Merkle specializes in so-called \u201ccustomer relationship marketing,\u201d which includes crafting loyalty programs for marketers and managing their vast customer databases that hold reams of consumer information, as The Wall Street Journal reports<\/a>.<\/p>\n

Earlier this month, Dentsu Aegis Networks\u2019 media agency brands began using Merkle\u2019s PII-based M1 platform for centralized data planning and activation. For some initial campaigns using M1, Ray says there\u2019s an average improvement of 20% in return on investment \u201cand that\u2019s simply by cleaning up the supply side in terms of costs, duplication of cookies and so on.\u201d<\/p>\n

This video is from The Mastercard Automated Advertising Panel at Cannes Lions 2017. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 As more marketers seek to use data to achieve the kind of accountability that direct-response media has typically provided, agencies are improving the way they handle sensitive consumer information. In the past month alone, Dentsu Aegis Network rolled out a PII-based data platform and appointed a global data compliance officer in advance of […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6584,6588],"tags":[4565,5903,6569,6610,6611],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46779"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46779"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46779\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46779"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46779"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46779"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}