We are living in a world where more data than ever is available - both for us to use but also about us. As the volume of data continues to climb, users generating this data are becoming increasingly educated about how and why their data is being used and beginning to develop opinions about this use. Data privacy and security are top of mind worldwide for individuals, corporations and governments, and the focus is intensifying.
This does not precipitate the end of targeted media or measurement, but it does push every industry player, especially media vendors, to declare a position on data privacy and begin to look to the future for novel and creative ways to achieve targeted, relevant communications - a challenge we have taken up at Taptap. Read more in our Privacy Whitepaper.