The World Federation of Advertisers (WFA) has called on marketers to go one step further than GDPR and actively reduce the amount of data they use and take greater control of their media supply chain.
Those that have already agreed include Unilever, Mars, Pernod Ricard and Shell.
WFA president, and RBS chief marketing officer, David Wheldon said the ‘Manifesto for Online Data Transparency’ has been two years in the making as marketers increasingly have to grapple with issues around how data is used in their digital supply chains.
It was brought to a head last year by the well-documented brand safety issues that plagued Google, accounts of data fraud, and the more recent scandal involving Facebook and Cambridge Analytica.
“There is of course efficacy in the platform and successful business results, that can’t be denied, but what also can’t be denied is Facebook’s use of data and respect for people’s right to privacy has been limited and that’s why they’ve been caught out in the way they have.”
What the Facebook saga has brought to light is the increasing disconnect between how people think their data is being used, and the reality, and what happens to a company when that comes out.