MIAMI-Having been in advertising since the 1970\u2019s, David Sable knows all about the value exchange between consumers and advertisers. So when he views the controversy about Facebook and its users\u2019 data, he sees \u201can awakening of the notion of data\u201d and suggests another value exchange might be in order.<\/p>\n

\u201cLet\u2019s be very clear. This is not like everybody woke up this morning and discovered that they were giving their data away,\u201d the Global CEO of Y&R says in this interview with Beet.TV at the 4A\u2019s Accelerate<\/a> conference. He was referencing the ability of companies like Cambridge Analytica being able to harvest vast amounts of Facebook data.<\/p>\n

\u201cI think the big revelation was Cambridge not just taking your data and my data if it was us, but then taking our friends\u2019 data as well. I think it was that complete vacuuming that freaked everybody out.\u201d<\/p>\n

The resulting awakening is how many people make money off of other peoples\u2019 data. With regard to Facebook, \u201cThe original deal was yeah you get to target me, which is okay\u201d because television advertisers have always targeted audiences. \u201cIn return for that you watched all these great shows for free.\u201d<\/p>\n

One difference was that TV networks and advertisers \u201cdidn\u2019t make extra money\u201d from audience targeting.<\/p>\n

\u201cThese guys are making a fortune by limiting, if you will, access to you. They\u2019re the guardian between you and everything else. And it\u2019s not just Facebook. It\u2019s Google, it\u2019s everybody,\u201d Sable<\/a> says.<\/p>\n

He\u2019s long thought that perhaps digital companies should share their revenue with users whose data is the source of that revenue. \u201cWhat does it cost me to be on your platform? Take that out of the equation. I\u2019ll give you that money up front,\u201d is how he articulates it.<\/p>\n

After all, direct-response advertisers have always been willing to pay an \u201callowable\u201d to secure new customers. That could be, say, $400 for an automaker will to pay to generate test drives. \u201cIf they\u2019re spending four hundred dollars to get you into a car and they\u2019re giving that four hundred to Facebook, why shouldn\u2019t Facebook give you two hundred?\u201d Sable asks.<\/p>\n

\u201cThe truth is, at some point you should be in charge of your data and you should be able to control the amount of money that you either want to take in or give out or whatever.\u201d<\/p>\n

Asked about the continued evolution of linear TV ad formats, Sable says he\u2019s \u201cnot sure what the new form factor is.\u201d Back in 1976, his agency was experimenting with 15-second ads. \u201cNow we\u2019ve split it in half. Big deal.\u201d<\/p>\n

Sable is skeptical about one-to-one marketing being a cure-all for brands, given how \u201cserendipitous\u201d human beings are on their circuitous paths to purchase.<\/p>\n

\u201cThat\u2019s why you hear more people talking about brand,\u201d he says. \u201cAs the Facebooks and the rest began to discover that in fact people weren\u2019t necessarily going that pathway and buying specific things, they started themselves talking about brand advertising. They knew about serendipity.\u201d<\/p>\n

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB\u2019s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI-Having been in advertising since the 1970\u2019s, David Sable knows all about the value exchange between consumers and advertisers. So when he views the controversy about Facebook and its users\u2019 data, he sees \u201can awakening of the notion of data\u201d and suggests another value exchange might be in order. \u201cLet\u2019s be very clear. This is […]<\/p>\n","protected":false},"author":17,"featured_media":51062,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7129],"tags":[5279,3803,5157,6181,6523,7141,7142],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51060"}],"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=51060"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51060\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/51062"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=51060"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=51060"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=51060"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}