Successful advertising: it’s what you know, not who Advertising holds the keys to the free internet, but to succeed, it must be hyper-relevant while respecting consumer privacy – particularly since consumers are savvier than ever about their data rights. James Patterson, VP, Client Services, EMEA & Global Operations at The Trade Desk looks at the careful balance that needs to be struck between the two, which should fuel rather than fight each other. The advertising industry plays a crucial, often understated role in our society. Whether it’s the daily news fix, a dose of culture, or just good old-fashioned life inspo, advertising still very much holds the keys to the open internet. From Reddit to Rachmaninov, advertising uses data to democratise access to cost-free content for consumers of all shapes and sizes. In the past few years however, the advertising industry and the role it plays have been under growing scrutiny, with some unscrupulous advertisers irritating and intru...
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