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