Will Scully-Power


WPP going after control of your data
February 4, 2009, 4:01 am
Filed under: Ad Exchange, Data, Redbox | Tags: , , ,

 

terms-conditions

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.

More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=99481

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Mark website now LIVE!
September 23, 2008, 6:17 am
Filed under: Redbox, Websites | Tags: ,

http://www.marksydney.com



Nader ‘The Data Gator’ has arrived!

This morning, our data mascot ‘Nader’ the data gator arrived at the office!

Will Scully-Power
Data Director
Mark.



Redbox @ Mark.
September 9, 2008, 10:15 pm
Filed under: Redbox | Tags: ,
Nader 'The Data Gator'
Nader

Firstly, an explaination. Our agency Mark has a new concept called ‘Redbox’. The objective of the Redbox is to gather everyone in the agency every two weeks at 5pm over a few beers and wines to brainstorm ideas for either a client brief or internal brief. Concept being that everyone from the receptionist to the creative director can have some great ideas!

Each employee is given the brief two weeks in advance so has time to think about their idea(s) prior to the bi-weekly redbox brainstorm. At the gathering, everyone puts their idea(s) into their redbox which was given to them the day they joined the agency. From there, the boxes get mixed up and everyone reads someone else’s idea out.

Last week was an internal brief that I put in on data. Brief below:

“Our clients are generating more data, pronounced day-da than ever before. Our opportunity is to collect this data, generate insights and take action – to get:

– More relevant & targeted campaigns
– Campaigns that consumers want to take part in
– More effective messaging and media placement
– Higher conversion rates

How can we visualise the importance of including data, analytics and optimisation in every campaign? A memorable image or physical keepsake… something we can give to our staff and clients to sell the true value of data!

Well, for what has been the hardest agency brief to date, turned out to generate the most ideas. A great effort from everyone throughout the agency.

Now, one of the ideas was to have an internal agency mascot that could represent the data team and could be seen floating around the agency, providing a reminder to all staff !

Welcome – Nader ‘The Data Gator’! (pronounced day-der).

Nader ‘The Data Gator’ will soon be arriving at the agency for his first day of school.

Will Scully-Power
Data Director
Mark.




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