Lawmakers pay attention to what the electorate cares about, which includes data privacy.
An issue that once made peoples’ eyes glaze over has now become a “kitchen table” topic, said Krista Griffith, the state representative for the 12th District of Delaware, at the IAB Public Policy & Legal Summit.
“She gave this very clear snapshot of how privacy looks from the state perspective,” says AdExchanger Managing Editor Allison Schiff on the podcast. An issue that once was hard to get government officials to pick up is now important to their constituents.
This week, Washington, DC, held two privacy conferences, the IAB conference and the IAPP Global Summit. While AI dominated conversations, Schiff predicts another topic will catch the industry’s attention next: data minimization.
Data minimization is the idea of not collecting more data than a company needs. The practice has a host of benefits, from reducing a company’s liability from data breaches to keeping data storage costs in check. But it also protects people’s privacy, since more signals mean it’s easier to triangulate people.
As ad tech grapples with what signals should be used for decisioning, this concept could prove a fruitful one to think about in advance of it grabbing the headlines, she reports.
The Sports and Retail Media Mash-Up
Retail media is coming to sports. AdExchanger Senior Editor James Hercher wrote about how the sports world is getting the retail media bug in his Commerce Media newsletter last week.
The corporate entity behind the NBA’s Indiana Pacers and the WNBA’s Indiana Fever just launched their own retail media network. And Dick’s Sporting Goods, which operates a retail media network and owns a popular little league scorekeeping app, GameChanger, has emerged as an interesting player, given the data and media possibilities of the app.
And the mash-up of sports and retail media comes amid other business changes in the sports industry that affect marketers: the rise of gambling (which has led to interesting content partnerships to market the gambling platforms) and the fact that amateur athletes can profit off brand deals. Now add a third way that sports teams can catch marketing dollars: retail media.
