Data has long been a buzzy word in advertising, but it’s never been as critical as it is today.
Google and Apple’s plans to phase out mainstay ad-targeting tools are forcing advertisers to evolve their ad targeting, while the consumer shift to digital streaming and e-commerce are changing the way marketers collect and use people’s data.
Insider is looking for the advertising and marketing executives who are at the forefront of helping their companies navigate these changes, whether it’s pioneering a new way of contextually targeting or building a new first-party database.
This list will be based on nominations and our own reporting. The execs can come from marketers and agencies, but should be in the weeds of tackling data and privacy, not necessarily at the C-Suite level.
Submit your nomination through this form by 9 p.m. EST on Wednesday, March 31.
Facebook CEO Mark Zuckerberg has struck a very different tone on Apple’s imminent privacy changes – which will force the company to ask users’ permission before giving their data to advertisers – claiming they could leave it in a “stronger position.”
After months of the social media company fighting Apple over the changes, Zuckerberg told a discussion on Clubhouse on Thursday, “I think the reality is that I’m confident that we’re gonna be able to manage through that situation. And we’ll be in a good position. I think it’s possible that we may even be in a stronger position.”
Speaking on Clubhouse, Zuckerberg said he now believed the changes could strengthen Facebook by encouraging sellers to go directly via Facebook’s commerce products, as targeted advertising on the platform was rendered less effective.
“Apple’s changes encourage more businesses to conduct commerce on our platforms, by making it harder for them to basically use their data in order to find the customers that would want to use their products outside of our platforms,” he said.
“But the thing that I’ve been mostly focused on is that a lot of these changes are going to make it harder for small businesses and developers. And I think the situation is going to be challenging for them to navigate.”
He added, “I just think it’s one of the reasons why Facebook has been a bit outspoken on this is, there are certain principles that we care about and empowering individuals is one of them.”
Facebook has consistently claimed the changes will hurt small business, in December going so far as to take out full-page newspaper ads saying, “We’re standing up to Apple for small businesses everywhere.”