During a panel discussion exploring the impact of good privacy practices on business, Clare O'Brien, the head of media for the Incorporated Society of British Advertisers (ISBA), explained that creating an ethical framework for data in place will provide a solid foundation for an artificial intelligence (AI)-driven future within the ad-tech industry. The panel discussed the need for the industry to reimagine a digital advertising ecosystem that prioritises transparency and privacy in order to rebuild consumer trust. With almost half of consumers stating that they would switch to a different brand for a better privacy experience, there is a clear business benefit to strengthening customer connections and earning trust.
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