Which Data Should Be Open? Which Data Should Re­main Closed?

Arabnet - The Quarterly - - Technology -

There are two types of data: the PII (Per­sonal Iden­ti­fi­ca­tion In­for­ma­tion) that in­cludes names, email ad­dresses, lo­ca­tion, etc; and the non-pii.

In the me­dia and ad­ver­tis­ing world, the mar­ket is mov­ing to­wards pro­gram­matic ad­ver­tis­ing, with agen­cies us­ing non-pii data to bet­ter tar­get and de­liver ads. How­ever, agen­cies do not have ac­cess to per­sonal in­for­ma­tion, es­pe­cially in Europe. Re­stric­tions are be­com­ing tighter and ac­cess to geo-tar­get­ing or geo-fenc­ing data is chal­leng­ing; tar­get­ing peo­ple in spe­cific

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