Collaborative Forum of Agencies, Advertisers, and Technology Executives Addresses the Confusion and Complexity of Changing Marketing Technology and Consumer-Level Data
Neustar, Inc., a global information services company and leader in identity resolution, marketing intelligence, customer identity and unified measurement for Fortune 500 brands, launched the THREEE (Efficient, Effective, and Ethical) Marketing Council in conjunction with eMarketer, Flashtalking, Forrester, IAB Tech Lab, White Ops, MediaMath and TRUSTX. The council brings all parties in the ecosystem together to establish a collaborative, ongoing initiative focused on identifying, discussing, and addressing the challenges faced in maintaining efficient, effective, and ethical marketing.
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“The industry has a responsibility to address the fear, confusion and complexity that surrounds the future of data-driven marketing and that readily available consumer insights and intelligence will be restricted or unavailable in the future,” said Neustar Senior Vice President and General Manager of Marketing Solutions Michael Schoen. “We founded the THREEE Marketing Council to address these concerns and provide answers to these questions with the goal of ultimately optimizing strategies across channels and touchpoints.”
The inaugural council meeting took place at the Ace Hotel in New York City on December 12, 2019 with leaders from across the entire marketing value chain attending, including agencies, advertisers and technology executives. Topics discussed included the rise and fall of fraudulent advertising, access to consumer-level data, how the loss of cookies will affect marketing measurement and the effects of privacy regulation and data governance.
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“As a leading market research company with deep expertise in the world of marketing and advertising, we feel a responsibility to help all of those across the ecosystem navigate the increasingly complex digital world,” said Lauren Fisher, Principal Analyst at eMarketer. “This includes coming together through efforts like the THREEE Marketing Council to ensure we’re properly addressing the concerns of today and of the future.”
“Transparency is absolutely critical to ensure consumers trust the dynamic and personalized marketing they receive from brands,” said Maria Demereckas, Associate Director at Kepler Group. “We’re thrilled to see companies banding together to address this important issue and help ensure the industry’s use of data is principled and efficient.”
The THREEE Marketing Council is seeking participation, specifically from advertiser and agency leaders who are looking for a seat at the table in deciding the fate of their data-driven futures. The next meeting will be scheduled for March of 2020.
Neustar is an information services and technology company and a leader in identity resolution providing the data and technology that enables trusted connections between companies and people at the moments that matter most.
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