Alec Berntson, senior product manager, Google, USA, Arnaud Monnier, MD, EMEA platforms - analytics and partners, Google, France along with Brad Smallwood - VP, marketing science, Facebook, USA took to the dais at the I-Com Global Summit 2018 to speak on ‘measurement and data in the world of walled gardens’. The session was moderated by George Ivie, CEO, MRC (Measurement Research Council), USA.
Facebook’s Smallwood said, “We’re big believers in third party data verification. We have been committed to third party data verification for atleast the 10ish years I’ve been at the organisation. People have read some of the press about Facebook and the information flowing out. When it comes to us, we are focusing on protecting information of users.”
He added, “On the brand safety side it’s still nascent. One, is the newsfeed where a lot of people spend their time. Then there are instant articles, videos. For those we are putting in brand safety controls.”
Google’s Monnier also spoke about the company’s commitment to data privacy. “We also work with data companies that are committed to the data privacy for users. “
The next topic the panel touched upon was a ‘global standard of measurement’.
Monnier stated, “We are really committed and in favour of global measurement standards. As a business, our products are in several countries around the world, and advertisers are global companies too. The key thing is the process to get there and we all should aim to get there.”
Facebook’s Smallwood was of the opinion that this topic should be approached with caution. He said, “We are in favour of these global standards, but it’s going to be hard to get this going. Television has been around for years and yet there’s no global measurement standard. We can agree on processes, identify methodologies and try atleast putting up a minimum level standard. But, getting one currency will be difficult. That shouldn’t be our starting point either.”
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