世界广告主联合会（WFA）：数据驱动营销的未来（2021）（英文版）（21页）.pdf

1、The future of data-driven marketing 2 Executive Summary The demise of the third-party cookie is a much-debated topic in the advertising industry right now.Many of the biggest tech companies are making significant changes to the way that they track,collect and monetise data,fuelling concerns about di

2、sruption to the data-driven advertising status quo.Although a lot of the industry discussion so far has focused on the technical and business impact of these changes,we believe this is a sign of a bigger shift driven by regulatory scrutiny,legal risk and public opinion.Targeted advertising is under

3、increasing pressure and the biggest technology companies are publicly signalling a move towards less tracking and more privacy for consumers.This means that advertisers cannot prepare for the cookie-less future without considering the legal and ethical external forces which are driving these changes

4、.As advertisers re-assess their approach to data-driven marketing,we encourage WFA members to consider a values-and ethics-led approach which not only looks at the best outcome for their business but also for their consumers and society more broadly.Starting with an overview of whats changing and ho

5、w advertisers can prepare in the short term,this paper will outline some of the emerging debates and concerns which are likely to shape the future of data-driven marketing.The objective of this paper is to lay the foundations for a debate on how to build a sustainable future for data-driven marketin

6、g,to be taken forward by members of WFAs Digital Governance Exchange,Data Ethics Board and Global Media Board.This paper is intended to be a starting point on that journey.We dont expect to provide all the answers(yet),but we do hope that this paper can play a role in sparking some important discuss