The Interactive Advertising Bureau (IAB) of Australia held a conference early on Tuesday morning which focused on the upcoming changes in first-party data usage by companies, suggesting ways that businesses can enter this new era as smoothly as possible.
The summit, presented by the IAB’s technology lead Jonas Jaanimagi, began with a short display of the contents of the council’s first party-data handbook, which will explain in greater detail what the definition of the term is and provide some examples of the various types of first-party data. Yun Yip, general manager of Foxcatcher, explained the six steps that can lead businesses to success in the cookie-less era, while Rick Knott, general manager of Australia/New Zealand for InfoSum, provided his insights on what data clean rooms are and how they can be used to develop successful campaigns.
Moving forward, Sarah Waladan, director of policy and regulatory affairs for IAB and Sophie Dawson, partner at Bird and Bird, focused on the current legislation regarding first-party data and the changes that are soon to be made. It was pointed out that while the change in government may push these changes back by about 12 months, outlining the procedures of these changes, they would also be focusing on protecting the privacy of individuals, while ensuring that the smooth functioning of the digital economy will not be impeded in any way.
Companies will need to be ready to adapt to these changes, showing a willingness to reform their processes in accordance with the new legislations and review their terms, conditions and notices regularly to ensure they are not unknowingly breaching any laws.
Closing the event was a panel discussion between several industry experts, such as June Cheung, regional director of JAPAC for Oracle Advertising, Greg Cattelain, head of biddable media at Spark Foundry, Richard O’ Sullivan, general manager of Australia & New Zealand for InMobi, Moritz Von Sanden, national sales director for Audience 360 and Sarah Dawson.
The panelists touched on several key topics regarding the responsible usage of first-party data, such as the many opportunities that may arise for businesses but also the challenges that lie ahead in the cookie-less world. Among other issues that were discussed were how to deal with user consent, providing recommendations for buyers and sellers, the consumer’s value exchange, with the panelist’s closing by answering some of the audience’s questions.
The IAB Australia summit provided some necessary insight towards a topic that is considered a hot potato for even the most experienced people in the tech industry.
