Ad Industry will Miss The Boat Without Focus on Privacy Beet.TV [Video]

LAS VEGAS — The advertising industry is at a crucial inflection point where privacy will become paramount, according to an ad-tech CEO aiming to help data power campaigns in a privacy-compliant manner.

Geoffroy Martin, CEO, Ogury believes that the industry’s over-reliance on first-party data could lead to significant challenges, especially for the open internet.

In this video interview with Beet.TV, he argued that a shift towards privacy-first advertising is essential for the long-term success of the industry.

Ogury is an ad-tech company headquartered in London with an approached termed “personified advertising,” targeting personas instead of individual users. This method combines traditional contextual and semantic targeting with persona-based strategies, enabling advertisers to reach relevant audiences without relying on personal data.

CEO Martin believes the industry has seen three distinct waves:

1. search engine marketing
2. social marketing
3. retail media

The fourth wave, he predicted, will be privacy, largely due to increasing regulatory scrutiny and growing consumer demand …