Technology is evolving at a pace unheard of at any point in human history, and the opportunities are endless for those who want to take advantage of it. With opt-in data sharing and web3 on the horizon, digital marketers and the brands they work with are at the forefront of this evolution.

media week caught up with Susie CardwellNews Corp General Manager Client Products and Strategy at Advertising Week APAC.

At a panel at Advertising Week, Cardwell spoke about the move to opt-in internet when it comes to shared data. In the context of digital advertising, this phrase means that users take affirmative actions to consent to their data being used to provide a more personalized experience online.

As consumers increasingly learn about how their data is used and expect to make choices about how their data is used, Cardwell said marketers think differently about data. should be kept in mind.

“There are consumers who are very happy that platforms, media owners and marketers are taking their data and using it for targeting and insights. There are other consumer groups as well.

“When we think about how we manage consumer consent and how we use that consent, we must recognize these groups of people“

Unfortunately for marketers, it’s not as simple as asking people to share the information they need to make their online experience more personalized. A particularly formidable stat is that he 86% of consumers want a more targeted online experience, but only 25% are willing to provide relevant data to make that happen.

Looking to the future, Cardwell said, there will likely be a need for a consumer education campaign around data collection practices to ensure people understand how their information will be used. said.

“There is not always a clear line between collecting data and obtaining relevant and targeted information. There is certainly a disconnect and a lack of understanding – and rightly so,Unless you work in marketing, advertising or media, it’s not something you think about on a daily basis. “

Regardless of the number of people opting in or out, Cardwell said there is one key point the industry needs to focus on moving forward.

“One of the things that I think is really important when considering opting in and starting to manage consent is whether it comes from consumers or elsewhere. Any requirement to do so applies equally.

“Platforms don’t have to opt-in to targeted advertising, data collection, etc. As we start thinking about this in this part of the world, We need the same mindset and the same expectations that apply to all platforms“

Web3 and industry trends

There are still hurdles marketers have to overcome in today’s internet, but the future looks increasingly like a web3 world of blockchain, cryptocurrencies, and NFTs.

“Web3 technology definitely has the potential to help us build some really great new consumer experiences,” says Cardwell.

“Some of our early experiments in places like Decentraland and the Metaverse are starting to show where we can go. In terms of It’s Time Brands Start Thinking About How These Spaces Can Be Used“

Selfie posted by Mark Zuckerberg on the Metaverse

When asked what trends the industry should be watching, Cardwell said NFTs are worth watching.

“Regarding the NFT space and its applications, playing around there and starting to experiment will bring some very interesting opportunities.”

But on the flip side of the coin are certain areas that Cardwell believes the industry should shift focus to. It’s about measuring attention and finding ways to trade attention.

“As an industry, there is no established and consistent method for measuring attention., there are currently a number of different providers doing it using different methodologies. So there’s not always a way to agree with the client on what the attention should look like.

“We need to agree on exactly what an attention is and whose definition to use when trading with attention.”

Future prospects

With so many changes looming for digital marketers and the brands they work with, Cardwell said there are short-term and long-term challenges facing the industry.

“In the very short term, we will have to navigate this period of uncertainty as marketers decide where and how much to invest based on consumer sentiment.

“Long term, What we all need to do as an ecosystem is measure the effectiveness of advertising in all of the different environments. – Based on the business outcomes the client is trying to drive, rather than on specific media metrics. You should focus on what your campaigns across different channels drive in terms of brand uplift, consideration and sales. We all talk about it, but we have to get to the point that it’s how we measure ourselves. “