Consultant Matt Prohaska believes the advertising industry is on track to benefit from consumers having full transparency over their data and fully opting in across all media channels. But he doesn\u2019t think it will happen for another five years or so.<\/p>\n

One of Prohaska Consulting\u2019s<\/a> top services this year is helping buyers, sellers and technology providers \u201ctake more ownership and control and command of their own first-party data, and then bridge appropriately into second-party across every channel imaginable or at least possible today,\u201d the CEO and Principal says.<\/p>\n

These actions are partly defensive and partly offensive, Prohaska explains in this interview with Beet.TV at the recent LUMA Partners Digital Media East event<\/a> in Manhattan.<\/p>\n

Defensively, it\u2019s the \u201cone-two punch of Google and Apple\u2019s news over the last few weeks\u201d and for offensive reasons \u201cyou might want to figure out this deterministic footprint because Google, Facebook and Amazon have been crushing you here in the states and BAT has been crushing everybody else in China and elsewhere.\u201d<\/p>\n

His reference to BAT (Baidu, Alibaba and Tencent) relates to \u201cobviously the largest deterministic footprints in the world.\u201d<\/p>\n

As for traditional publishers being skeptical about the \u201cspeed bump\u201d of having people log in so their data can be efficiently harvested, \u201cFacebook\u2019s kind of gotten over that over the last ten years and Google and Twitter and others have as well,\u201d says Prohaska.<\/p>\n

\u201cFor firms that can own their own identity, be able to collect their assets and then engage appropriately through proper regulation and opt in environment and recognized respecting the consumer first, where they can monetize either coupling or decoupling their identity data with their own inventory, those are the folks who are going to win for years to come.\u201d<\/p>\n

He recalls saying six months ago that \u201cthe world is going to move fully deterministic, fully opt-in across all media channels\u201d by the end of 2025. \u201cAnd we\u2019re on track now.\u201d<\/p>\n

Before then, there will be \u201cthis major blowback, appropriately, with regulation and consumer fear understandable.\u201d<\/p>\n

But when consumers have full transparency over what\u2019s happening to their data \u201cand really what\u2019s not happening to their data\u201d there will be a tradeoff “around free content and services in exchange for a little personalization so we don\u2019t serve punch the monkey ads for the next ten years.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of LUMA Partners\u2019 DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page<\/a>. This series is sponsored by 4INFO<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Consultant Matt Prohaska believes the advertising industry is on track to benefit from consumers having full transparency over their data and fully opting in across all media channels. But he doesn\u2019t think it will happen for another five years or so. One of Prohaska Consulting\u2019s top services this year is helping buyers, sellers and technology […]<\/p>\n","protected":false},"author":17,"featured_media":60613,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7982],"tags":[3712,5987,7696,7983],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60611"}],"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=60611"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60611\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60613"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}