The discourse surrounding data and privacy is often met with confusion, fear and intimidation, particularly among consumers and regulators.
IAB Australia CEO, Gai Le Roy and Shannon Fitzpatrick, Fitzpatrick Media and Advertising consultancy director, took to the stage at the IMAA Indie-Pendence Day Conference to share their thoughts on how the independent media agency sector can “do a better job” in demystifying the conversation around it.
‘We haven’t as an industry explained that value exchange well enough’
Diving right into the topic, Le Roy said that independent agencies need to “do a better job” in explaining what data collection is to regulators and consumers.
Le Roy highlighted security as an element that indies agencies should work toward improving knowledge and understanding.
“Targeting advertising isn’t a problem until suddenly a client’s data is breached in some way. When we talk to regulators and politicians, they jump straight to data breaches when it comes to privacy.
“The more we can do to limit breaches, to have privacy-enhancing technology in terms of data, the better it will be for all of us.”
She also noted harm as the other element agencies need to better address. “We probably all get annoyed by seeing the same pair of shoes, on the targeting side of things, but it’s when it goes up the chain that we see the harm and that becomes a problem.
“We need to do a better job, and I’m watching closely. IAB in Canada at the moment are doing a campaign trying to talk directly to consumers to say, ‘hey ads aren’t all bad, they do fund a lot of media, services, can inform you on bits and pieces’, but we haven’t as an industry explained that value exchange well enough,” she added.
‘The world will keep some of those guard rails up’
Fitzpatrick then went on to ask Le Roy about the impact of Trump rescinding Biden’s executive orders around AI on the Australian market.
She noted that the impact of Trump’s decisions will have an impact on the Australian market. “But from a regulation and a governance point of view, just last week the privacy commissioner here signed a paper along with the UK, South Korea, France, a few other markets on agreeing on principles of approaching AI.
“So, I’m hoping that approach from other markets in the world will keep some of those guard rails up, and I can’t see that going away with any change of government or same government in Australia.
“From a product point of view, the US is obviously where the big models and players are, but government, local, the governance piece will still be controlled locally,” she added.
‘Don’t see it always as a pain in the ass’
Le Roy also urged indies to stay across the ever-changing industry by investing in upskilling, seeking the right external consultants and doing data and pixel audits.
“Just keep up to date with that side of things because that compliance piece is coming down to smaller companies. Don’t see it always as a pain in the ass, it does make you think about your consumers and your customers. Try and flip it as more of an opportunity. It’s a bit of a cliched way of looking at things, but it is time to stop and go, would someone understand how I’m using their data – that’s important to stop and think about that.”
For Fitzpatrick, he recommended following industry bodies, such as the International Association of Privacy Professionals, as well as industry and trade press to keep abreast of any changes.
He also noted keeping up to date with the value proposition of privacy and the Australian Privacy Reform Bill Tranche 1 changes.
Fitzpatrick said that while coverage on the changes was limited, it was significant to note the statutory tort and the impact of new criminal laws. “Before Tranche 2 hits, start working towards that as a model for your business.”
Top image: Gai Le Roy and Shannon Fitzpatrick