SAN JUAN, Puerto Rico – Worries about data breaches and loss of privacy have led to stricter laws in many of parts of the world to give people more control over their personal information. These concerns are top of mind for advertisers and their agencies as they seek to make advertising campaigns more effective at reaching the right consumers.
“My priorities from a data standpoint is really around security and it’s around data privacy,” Laura McElhinney, executive vice president and chief data officer at Horizon Media, said in this interview with Beet.TV contributor Tameka Kee at the Beet Retreat San Juan. “It’s always been a data-informed world. It’s just that there’s more data that we have at our fingertips now.”
Data Clean Rooms
Data clean rooms provide a way for advertisers, media companies and others to match information about consumers without sharing it with each other. These matches help marketers to figure out what kinds of media content lures the audiences they most want to reach.
“It’s really just a way to secure your data in a safe and compliant manner,” McElhinney said. “It’s just a way to anonymize it, create a synthetic ID and then keep that PII [personally identifiable information] completely contained in a black box so nobody can see it.”
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.
