The World Federation of Advertisers (WFA) has urged the online advertising industry to embrace a fundamental shift towards an ecosystem built on trust, control and respect for people’s data.
The global industry organisation has issued a manifesto for online data transparency, highlighting the need to get it right when it comes to people’s data.
“Globally, however, the evidence shows that the way data is collected and used by some industry players has played a large part in reducing people’s trust in online advertising,” the manifesto states.
“Data has become increasingly integral to the process of creating, targeting and delivering digital advertising.
“Nevertheless, people have a fundamental right to privacy and, for the industry to have a sustainable future, we need to recognise that and recalibrate the way we use data for the sake of the consumer.”
The manifesto outlines four key areas for brands to make commitments on:
- Strong governance;
- data minimisation;
- consumer control and choice over their data; and
- active management of the data supply chain.
You can read about the four areas in detail here.
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