MAM

What you should know before pressing 'I Agree' button

Data protection is the key, and consumers need to be educated

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/05/28/Data%20protection.jpg?itok=cqxeDZoo

NEW DELHI: 'Data is the new oil' is what we have been hearing for a long time now and observing how the marketing industry is relying on this pool of numbers to guess user behaviour, identify target consumers and customer-centric marketing campaigns. One mode of reaching out to prospective customers has been the use of programmatic advertising, using buying and selling of data using artificial intelligence.

While this gives the marketers and advertisers great power in hand to grow their business, it also raises pertinent questions about the pressing topic of consumer data protection, too.

In a virtual press meet, organised by Xaxis India, country head Bharat Khatri addressed the issue. While there are options for the consumers to protect their data and limit access they give to the apps and browsers, the lag remains in making them aware about these choices.

“To give you a quick example, you can use the settings option on your android device to opt-out of ad personalisation, which means stop sharing your advertising ID with any of the apps, or on a music streaming platform like Spotify, you can see and monitor all the data you are sharing with them,” Khatri said.

He added, “Yes, in a country like India, there is a lot that can be done to make the consumers aware of these options. There needs to be education around this.”

In a separate telephonic conversation with Indiantelevision.com, IdeateLabs MD Amit Tripathi also stated that data privacy is a big issue as digital grows. “Data is not very safe online. With every “I Agree” button you click, you are sharing lots of personal information with the platform. It makes sense from a business perspective, as to provide you with free services, they will have to get the advertisers’ money coming in.”

While all these digital platforms, the apps or browsers, give the users the option to opt-out of data sharing, limiting access to personal information, etc., is a cumbersome procedure. People need to be educated about this.

“I think there is a vast opportunity for entrepreneurs to work in this field and I believe that in future, not so distant, we will have actual training for how to protect your data online, or how to deal with cyber bullying. There are a lot of progressive schools that are already teaching the latter, and I think, in future, it is going to be even more rampant,” Tripathi commented.

He continued that only drafting policies might not be a solution as in a big country like India, it will take some time to get it implemented. “For example, even for setting a cybercrime cell, you need trained manpower, hackers to compete with hackers, people who understand data; and this force can’t be created overnight. We obviously will need to train people and set up a system.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/syska.jpg?itok=slTVsEXm
Syska Group signs on Rajkumar Rao as brand ambassador

NEW DELHI: Syska Group has roped in award-winning Bollywood actor Rajkumar Rao as the new face of the brand. Rao will work closely with the company to promote Syska products across LED and fan segments.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/ethinos.jpg?itok=y7lHbF4d
Ethinos wins digital media mandate for Wellness Forever

NEW DELHI: Ethinos Digital has acquired the digital media mandate for lifestyle retail pharmacy chain Wellness Forever. The account was won following a competitive pitch process involving some of the leading agencies across India and shall be handled from their Mumbai office. Ethinos Digital will...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/pidi.jpg?itok=s4-eVunX
Pidilite acquires Huntsman Group's India subsidiaries

MUMBAI: Pidilite has approved a definitive agreement with US-based Huntsman Group for acquiring 100 per cent stake in one of their subsidiaries in India – Huntsman Advanced Materials Solutions Private Ltd (HAMSPL) – for Rs 2,100 crores. HAMSPL manufactures and sells adhesives, sealants and other...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/pg.jpg?itok=W3cC6QPi
P&G announces Rs 400 crore fund for self-reliant India

MUMBAI: Procter & Gamble (P&G) has announced a Rs 400 crore ‘India Growth Fund’ to collaborate with existing and new suppliers to build capacities that will further localise manufacturing of finished products, procurement of raw materials & packaging materials, and adopt go-to-market...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/cure.jpg?itok=1iEWMDxt
Langoor Havas bags digital mandate for Curegarden

NEW DELHI:  Langoor Havas has won the digital transformation mandate for Curegarden, a natural health supplements brand. Curegarden is owned by Livlong Nutraceuticals, a sister organization of Arjuna Natural which specialises in clinically proven nature-based nutraceuticals ingredients. It is also...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/spot.jpg?itok=P3PIR7jF
All Indians Matter in Apple Podcasts, Spotify top picks

The All Indians Matter podcast has been featured as the top pick in Apple Podcasts’ ‘New & Noteworthy’ section and has shot up to No 11 on the Apple India charts after debuting at No 24. Earlier this month, it was among the top picks in Spotify’s ‘News & Politics’ section. The All Indians...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/onn.jpg?itok=rap6Ixty
The Bonn Group of Industries added a new flavour Choco nutty to its premium cookies range

With the biscuit industry one of the fastest-growing food segments in India, leading FMCG player the Bonn Group of Industries has launched Choco nutty cookies, giving consumers another reason to indulge in their most loved cookies segment Chocolate & nuts. The Choco nutty cookies are rich in...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/bacardi.jpg?itok=4-dOLiUw
Bacardi Nh7 Weekender 11 goes virtual

NEW DELHI: OML and Bacardi are all set to go virtual with the Bacardi NH7 Weekender festival this December. The 11th edition of the multi-genre, multi-city music festival will be held virtually on 5 and 6 December 2020 and can be streamed by fans across the country. The two-day digital edition will...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/29/ford.jpg?itok=uJGUezV3
Ford's encourages people to 'go further'

MUMBAI: Automobile brand Ford has launched their new film for the Ford Endeavour Sport, which espouses the philosophy to ‘go further’. The film builds on the thought that there are multiple sides to any person, there are aspects that are known to the world, whether it’s being the perfect...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required