Strong First-Party Data Collection = Better Audience Profiles – ABG Reports
The Advertising Business Group (ABG) Research Committee and Ipsos have been studying the levels of data privacy awareness in the GCC and ways to enhance best practices in the era of Web 3.0.
The amount and types of data our economies generate has grown exponentially over the last decade, so has the ways it can be processed and used. Such transformation has greatly raised societal concerns around the protection of consumers and users’ privacy and personal data.
The ABG research committee teamed up with Ipsos in the UAE to conduct research on the level of understanding, level of acceptance and readiness to such a big change to the advertising industry – focusing on market experts and consumers.
The amount and types of data our economies generate has grown exponentially over the last decade, so has the ways it can be processed and used. The transformation has greatly raised societal concerns around the protection of consumers and users’ privacy and personal data.
The ABG research committee has teamed up with Ipsos in UAE to conduct a research to assess and understand the region’s point of view, level of understanding, level of acceptance and readiness to such a big change to the advertising industry.
The research design is based on a 2-fold approach targeting:
A.) Market Experts and B.) Consumers
The topics in the survey looks into the POV of market experts on the changing world of Data Privacy, in addition to uncovering consumers’ growing concerns about their personal data and information.
The research highlighted five key elements that stakeholders believe can help form the solution in future:
- It is a priority to collect, analyse and utilise first party data since the stronger the set of data, the stronger the profile of audiences.
- E-commerce as an advertisement enabler exploring data partnerships and collaborative ads.
- Contextual advertising with premium publishers creating more quality and relevant content.
- New measurement methods through modeling and the combination of online and offline tools. Going beyond campaign metrics since measurement like ‘reach’ will become a lot more difficult and be based on probabilistic models.
- Enriched consumer engagement and experiences throughout the campaign funnel – potentially using Web 3.0 tools such as blockchain to provide more control to consumers of their data.
Why is this important within this context?
- The industry is heavily reliant on third party cookie-based data platforms like DMPs
- Stronger the set of first party data, stronger the profile of audiences.
- Rich first party data will help with precise targeting
Leyal Eskin Yilmaz, Vice President – Head of Personal Care Business Arabia, ABG Chair and Unilever, said the report was “thorough” combining GCC consumer and expert views. Yilmaz said, “The responsible management of consumer data is imperative if brands and organisations want to gain their consumers’ trust.
The recommendations encapsulated in this report are a must for companies that want to be data driven and future proof their operations.” Tarek Elnagdy, CMI director PC MET and Arabia CMI market lead, Unilever, said the report is an “eye opener” on the level of engagement and understanding which consumers have towards data privacy in the GCC. “The report is fortified with expert views and recommendations for the inspiration of every marketeer,” Elnagdy said.
