Filed under: Ad Exchange, Data, Redbox | Tags: Data, Group M, Omniture, WPP
Still wondering why WPP invested $25 million into Omniture? This should help to explain things a bit better for you.
GroupM, the biggest buyer of media in the world, has quietly altered the terms and conditions of its online advertising buys with publishers, including one that is likely to stir a major debate over data ownership in the online advertising marketplace.
The wording in GroupM’s new T&Cs, which are attached to all the insertion orders and contracts it submits to online publishers beginning this year, amends the current industry standard by adding, the following:
“Notwithstanding the foregoing or any other provision herein to the contrary, it is expressly agreed that all data generated or collected by Media Company in performing under this Agreement shall be deemed ‘Confidential Information’ of Agency/Advertiser.”
Experts familiar with online advertising contracts say the term is a smoking gun, because it raises a broader industry debate over who actually owns the data generated when an advertiser serves an ad on a publisher’s page. Is it the advertiser’s data? Is it the agency’s data?
Is it the publisher’s data? Under the current industry standard, the data is considered “co-owned” by all sides of the process, but some believe the new GroupM wording seeks to shift the rights over data ownership exclusively to the advertiser and the agency.
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