FUTR Asia Keynote | Data and ESG: How a people-centered ad approach can strengthen relationships with consumers

For marketers, the promise of the internet has been pinpoint ad targeting. Leveraging ever more granular consumer data has allowed marketers to target consumers in highly personalized ways. What’s more, digital marketers finally felt that they could prove ROI on their marketing endeavors, since technology allowed them to track customers through point of sale.

But when you dig into our ad-supported internet the reality falls short of the promise. Thanks to a murky ecosystem and easily manipulable analytics, ad fraud continues to capture the bulk of digital ad dollars. Not to mention consumer ad fatigue, the rise of ad blockers, and evolving consumer data privacy legislation.

Our digital advertising ecosystem is ripe for a change that will benefit brands and consumers alike. This keynote explores how building direct relationships with consumers in owned media channels can help brands make better decisions with their ad budgets while strengthening their relationships with consumers and society.