+ Read : Why data protection and privacy?
In advertising, the ends do not justify the means — there aren’t any good ethical reasons to accept that the objectives of advertising can ever trump fundamental human rights, like privacy. But the means also do not justify the ends — the availability of technologies that enable easy access to personal data does not justify using them for the purpose of advertising, if this means that privacy rights are violated in the process.
People want brands they care about to build transparent and meaningful relationships with them. While they interact with digital products and services via a multitude of touch points and channels, people want control over how their data is used.
First-party data is information collected from consumers with direct consent – through interactions on apps and websites, and in response to marketing initiatives, like email and loyalty programmes. When used responsibly, first-party data allows brands build direct relationships with their customers, create value, and boost advertising performance.