Preview from AdExchanger “Data-Driven Thinking” column on May 3, 2018 – Written by Tom Noyes, CEO Commerce Signals

Sharing is a trait we are taught at a young age, but when it comes to data, being selfish doesn’t just have benefits – it’s often necessary.

A kindergarten teacher with a classroom of children sharing Tonka trucks and Barbie dolls is far different from the real world, where data is a major component of our daily lives. Data is no toy.

Once shared, control over how it is used may be lost forever. This crucial misstep can cause a loss of trust and create a chain reaction that hinders our ability to action the data in the future.

In light of privacy-related controversies and the impending General Data Protection Regulation, consumer-focused companies are investing in growing their first-party data sets. I see several actions they need to take as they embark down this path.

Read the full article on AdExchanger.

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