Transition in media spend
We’re witnessing a transition in the way advertisers approach media spend. Andrew Cleland characterizes this as the transition “from an impression-centric paradigm (what does this piece of media cost, how many impressions will it generate and what does the audience look like?) to a user-centric paradigm (what are the characteristics of this particular user at the point at which they encounter my brand?).” Put in simplest form, brands are increasingly demanding to get a better sense of where their customers and prospective customers reside at all possible touch points. That’s one of the reasons that every drug store or other retail outlet now has a rewards program that is usually tied to an email address or phone number. And these types of rewards programs take on even more importance in an Internet of Things enabled world.
This transition will have an impact on the privacy rule set.