As the chief data and technology officer at IPG, Arun Kumar has plenty on his plate at the moment. Apple is limiting tracking on iPhones and iPads. In less than a year, Google’s Chrome browser is supposed to cut off third-party cookies. And both Apple and Google are threatening the advertising industry’s adoption of the IP address as a cross-platform identifier.
“’Stress’ is the middle name of my title right now,” Kumar said in the latest episode of the Digiday Podcast.
What is stressing out the agency executive, in particular, is the question of how companies can connect with current and potential customers and keep a pulse on people’s interests when their traditional means of doing so are being taken off the table. In addition to the technology providers’ tracking crackdowns, government regulators and privacy advocates increasingly see the tracking that underpins much of digital advertising as a form of involuntary surveillance. And Kumar acknowledged that the advertising industry has not done enough to convince people of the trade-offs of tracking.
“Is the industry doing a good enough job of explaining it? No, it’s not,” Kumar said.
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