Data Privacy & The Future of Digital Advertising

Data Privacy & The Future of Digital Advertising

There’s a famous saying in Silicon Valley, “If you can use a product for free, then you’re probably the product”. Nowhere is this more truly illustrated than by the business models of Google and Facebook; two of the most valuable companies in the world; two of the most potent vehicles for consumption in human history. Google and Facebook scaled at incredible speed by offering their web services to users for free. As their user bases exploded, they monetized their platforms by building the most sophisticated ad targeting capabilities ever created. It happened on the back of data supplied willingly (so they claim) by their users too. Today, the two companies combined account for over 50% of digital advertising spend in …