• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
Thursday, January 28, 2021
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Featured

MarTech Ecosystem that is Private by Design

by Editorial
July 13, 2020
in Featured, My Column
2 min read
Sanjay Trisal, Country Head, AppsFlyer
Share Share ShareShare

We are living in an era with two conflicting trends when it comes to marketing measurement: on the one hand, there has never been so much potential for serving relevant and personalised ads based on user interests. On the other, there is a heightened awareness of privacy and data security among users and companies alike, alongside increasingly stringent domestic and international regulations.

The reality is apparent: numerous companies collect and process user data. As an end-user, every time you make a search query online, sign up for a newsletter or make an online purchase, this information is registered somewhere.

Data privacy and security are always a contentious talking point, especially in the wake of several major data breaches.

According to a 2019 report from IBM Security, data breaches have seen a 12 percent increase over the last five years and financial damage worth USD 3.92 million on an average. This amount is higher than the annual marketing budget for many enterprises.

As data breaches become increasingly expensive, industry compliance has become even stricter with the introduction of the European Union’s General Data Protection Regulation (GDPR). Since then, we’ve started to read more and more about organisations getting slammed with sizable penalties and settlements for security incidents or misuse of their customers’ data and information.

Policies, such as GDPR, can cause disruptions in the business world. Hence, organisations should make data privacy and security an integral part of their core values.

In the Marketing Technology ecosystem, data-driven attribution of first-party data generated from customer touchpoints with a brand serves as a powerful and trusted data source for customer engagement efforts. As such, together with customers and partners, third-party attribution providers hold the enormous shared responsibility of protecting and preventing abuse of this data.

As data processors, attribution providers should enable customers with the infrastructure as well as education on best practices, compliance, policies and industry trends for them to ensure an optimal experience for users — which includes protection against data breaches, infringement on privacy and other concerns.

Attribution providers should also endeavour to establish a world-class, ever-growing privacy and security programme with certifications from the strictest regulatory bodies around the globe. Privacy and data security education should be a part of the onboarding process for every new employee, followed by continued information on the subject and frequent technological updates.

We talk a lot about seeing the user as a whole person, being able to connect the dots across devices, platforms and channels. Fine-tuning the user experience is what strengthens brands and creates loyalty.

Therefore, the onus is on third-party providers to not only empower every data-driven marketer out there but also understand how critical privacy and security are in today’s world, for every industry and every type of business – whether an enterprise or an up-and-coming player.

Trusting a third-party provider with data can leave marketers feeling vulnerable, and rightfully so, unless they choose a solution that puts privacy at the core of their product and organisation.

Data security is a critical piece of the evolving technology ecosystem, and failure to embrace this movement is a severe disservice to all players — from brands to end-users (and everyone in between). Privacy is a fundamental human right, and it should be maintained and honoured through every extension of one’s presence – mobile and digital devices included.

Authored by Sanjay Trisal, Country Head, AppsFlyer.

Tags: AppsFlyerSanjay Trisal

Related Posts

Newgen adds Rajvinder Singh Kohli and Arvind Jha to the leadership team
Featured

Newgen adds Rajvinder Singh Kohli and Arvind Jha to the leadership team

by Editorial
January 27, 2021
0

New Delhi: Newgen Software, a global provider of low code digital automation platform, announced the appointment of two senior management executives...

Read more
BeatO forays into ASEAN market with Singapore launch
Featured

BeatO forays into ASEAN market with Singapore launch

by Editorial
January 27, 2021
0

Mumbai: BeatO the leading Indian digital health platform for chronic condition management has today announced its foray into the Southeast...

Read more
Praveen Nijhara, CEO, HANSA RESEARCH

Evolving with Spirit, Healthy Collaboration and Innovation is what we look forward to in 2021: Praveen Nijhara, HANSA RESEARCH

January 25, 2021
Maruti Car Range was the top brand in Print during Y 2020 followed by Hero Two Wheelers

Maruti Car Range was the top brand in Print during Y 2020 followed by Hero Two Wheelers

January 23, 2021
Vishal Gondal, Founder & CEO, GOQii

We are committed towards PM Narendra Modi’s vision of being ‘Atma Nirbhar’ and producing in India: Vishal Gondal

January 23, 2021
Innovation will be the cornerstone of our business to stay relevant amid the stiff competition: Khushboo Solanki Sharma

Innovation will be the cornerstone of our business to stay relevant amid the stiff competition: Khushboo Solanki Sharma

January 23, 2021
Times Network Contemplates Legal Action in BARC TRP Scam

Times Network Contemplates Legal Action in BARC TRP Scam

January 22, 2021
Justice Gita Mittal named Chairperson of Broadcasting Content Complaints Council

Justice Gita Mittal named Chairperson of Broadcasting Content Complaints Council

January 22, 2021

Subscribe to Newsletters

Trending

Wunderman Thompson Indonesia Bolsters Leadership Team with Key Appointments
Advertising

Wunderman Thompson Indonesia Bolsters Leadership Team with Key Appointments

by Editorial
January 27, 2021
0

Wunderman Thompson Indonesia kickstarted 2021 with a refreshed roster of diverse and future-forward leaders. Joining the team in January this...

Vinod Nair, Network Advertising

Empathy and a spirit of ‘we are in this together, so let’s get out of it together’ needs to be communicated back: Vinod Nair, Network Advertising

January 27, 2021
AppsFlyer appoints Joen van Driel as New Vice President for Sales for SEAPAC

AppsFlyer appoints Joen van Driel as New Vice President for Sales for SEAPAC

January 27, 2021
Brands celebrated the 72nd Republic Day in their unique way during Pandemic

Brands celebrated the 72nd Republic Day in their unique way during Pandemic

January 27, 2021
At Manzar we are in a vantage position because our current is STORY! : Sunil Doshi, Manzar Studios

At Manzar we are in a vantage position because our current is STORY!: Sunil Doshi, Manzar Studios

January 27, 2021

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 82, Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai – 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column

© 2021 JNews - Premium WordPress news & magazine theme by Jegtheme.