In this episode, we get equal parts technical and existential with Angelina Eng, VP of the IAB’s Measurement, Addressability & Data (MAD) Center — and a true digital advertising OG.
From the impact of AI-infused search, to the importance of transparency in data practices, we dig into some of the complex trends shaping the ad ecosystem, all in the aims of answering one crucial question:
Does the adtech industry have a soul?
With over 30 years of experience, Angelina brings a wealth of insight to our discussion that crosses measurement, privacy, and the future of digital marketing.
She also gives us a glimpse into what moves her soul beyond the pixels, dashboards and IAB Attention Measurement Task Force meetings: Salsa dance lessons alongside her son.
The Data Dilemma: Quality Over Quantity
One of the most striking insights from our conversation was the realization that our industry is obsessed with collecting vast amounts of data without giving enough thought to its quality or usefulness.
As Angelina pointed out, "We collect a lot of data right now, and I don't think that there's enough emphasis on data quality and data validation."
This focus on quantity over quality has led to a situation where marketers and publishers are often working with inconsistent, poorly structured data that doesn't provide the insights they need.
Angelina highlighted the lack of standardization in how we label and categorize data:
"We have a lot of platforms that are calling things different labels, different taxonomies. We have, you know, if you think about an ad server and the most popular ad servers that are out there, placement name, campaign name, creative, it's an open field. You can put anything you want in those fields. There's no structure in that."
This lack of structure makes it challenging to analyze campaign performance effectively or gain meaningful insights from our data.
Embracing a Privacy-First Approach
As we navigate the choppy waters of increasing privacy regulations and the impending demise of third-party cookies, it's clear that we need to shift our mindset. Angelina emphasized the importance of adopting a "privacy by design" approach:
"We need to move to a privacy by design approach. We need to respect consumer privacy. We need to respect their data."
This shift isn't just about compliance – it's about building trust with consumers and creating a more sustainable ecosystem for digital advertising. But how do we make this transition while still delivering value to both consumers and advertisers?
Transparency and Choice: The Path Forward
The key, according to Angelina, lies in providing consumers with genuine transparency and choice. She envisions a future where consumers have granular control over how their data is used:
"I think it needs to be, hey, we've created a profile, a page with your profile and your preferences. Check off exactly what you want, what you need, what's okay to do. Are you okay with us even being transparent? Can we use this data based on your purchasing behavior for music and Target? You on Spotify or Panda, right? Yes or no?"
This level of transparency and control goes beyond the current standard of lengthy privacy policies that few people actually read. It's about empowering consumers to make informed decisions about their data and creating a more balanced relationship between advertisers and their audience.
The Industry's Soul: Balancing Profit and Ethics
When asked whether the advertising industry has a soul, Angelina's response was both refreshing and encouraging:
"I think that our industry does have a soul. I think there are a fair majority of the companies that are in our space want to do right. There's just pressure when it comes to P&L and revenue."
She acknowledged that while there are certainly bad actors in the industry, most companies are genuinely trying to do the right thing. The challenge lies in balancing ethical practices with the pressures of profitability and the demands of procurement departments.
Moving Forward: Education and Collaboration
So, how do we as an industry move towards a more ethical, privacy-focused future while still delivering results for advertisers? Angelina suggests a two-pronged approach:
Education: We need to do a better job of educating people within the industry about best practices and equipping them with the tools and skills to produce high-quality work.
Collaboration: Organizations like the IAB and IAB Tech Lab play a crucial role in bringing different stakeholders together to create standards and best practices that benefit the entire ecosystem.
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As we wrapped up our conversation, it became clear that our industry is at a crossroads. We have the opportunity to harness the power of data and technology to create more personalized, engaging advertising experiences. But we also have a responsibility to do so in a way that respects consumer privacy and builds trust.
The path forward will require ongoing dialogue, collaboration, and a commitment to ethical practices. It will mean embracing standardization where it makes sense, while still leaving room for innovation. And it will require us to keep asking tough questions about how we can better serve both our clients and the consumers we ultimately hope to reach.
As Angelina so aptly put it, "Feel good, be good and do good." It's a simple mantra, but one that could guide us towards a more responsible and effective future for digital advertising.
So what do you think? Does the adtech industry have a soul? Are there specific moments you’ve experienced, or products on the market that reflect this push to actually “do good” by and for consumers? Let us know in the comments.
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