GroupM and data ownership

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groupm.jpgADOTAS — GroupM has altered the terms and conditions of its online advertising buys with publishers, including one connected to data ownership.

GroupM’s new term amends the industry standard by adding, “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.”

Under the current standard, it is co-owned by all involved, the advertiser, the agency and the publisher.

“The real issue around that is the old terms and conditions didn’t really accommodate the data question properly, and our clients as you might imagine, have so much data generated from advertising these days, that they wanted to make sure their insights about their advertising is kept confidential. And that the data is used by the publisher only in aggregate, not at a granular level,” John Montgomery, COO of GroupM Interaction told Online Media Daily.

The larger issue may not be who owns the data but how it’s used. Data such as audience demographics, registration data or on consumer purchases has value, and there are already tensions between major brands dropping ad networks.

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