Privacy, data and the future of advertising and marketing in Australia at the AANA Marketing Masterclass with Google, Meta, and OMG.

28 Feb. 24 | For immediate release

The Australian Association of National Advertisers (AANA), in collaboration with Omnicom Media Group (OMG), today held a Marketing Masterclass on an important issue for the industry – privacy, signal loss and its implications for the future of advertising and marketing in Australia.

Industry leaders who are shaping the future of advertising from Google, Meta and Omnicom Media Group came together for an insightful morning.

Speakers were:

Philip Pollock, Chief Operating Officer – Digital, OMG;
Madeline Oldfield, Head of Privacy, Chrome & Web Partnerships, Google; and
Gabbi Mitchell, Business Product Marketing Manager, Meta.

CEO of Hearts and Science, Jane Stanley moderated a panel of experts about what this means for advertisers and marketers in Australia.

Panel members included:

Rhys Williams, Managing Director, Media Sales Specialists AU/NZ, Google;
Darren Stein, CEO, Annalect; and
Richard Sawyer, Associate General Counsel, Privacy, Meta.

The AANA Marketing Masterclass offered fundamental insights for navigating the evolving privacy and data landscape, as well as providing practical advice on what marketers need to do, right now, to prepare for a privacy-centric future.

AANA CEO Josh Faulks said; “big changes in privacy and data are already well underway and more is coming fast that will have a material impact on just about every business in Australia. The key question for advertisers and marketers is: are you ready for those changes?”

Pollock highlighted the imperative for businesses to adapt to evolving privacy laws and effectively communicate these changes internally.

“The way advertisers plan, buy, and measure media has transformed and will continue to evolve,” Pollock stated. “Businesses need to adapt and communicate changes internally, from marketing departments to finance and legal.”

Oldfield said that privacy and signal loss means opportunity and poses a chance for the advertising industry to feel invigorated by what is ultimately a necessary and achievable change.

“My hope for 2024 is that we use this year to embrace new building blocks for a better internet – one that keeps people’s activity private and supports free experiences for everyone.”

Williams said, “By building a strong measurement foundation, privacy and growth do not need to be at odds with each other. By prioritising high-quality data, leveraging durable measurement solutions, and embracing AI — you can increase your confidence and put you on the path to better business outcomes.”

Reflecting on the evolving digital ecosystem, Mitchell, emphasised the pivotal opportunity for advertisers to adapt their strategies.

Mitchell remarked, “Embracing the power of first-party data and harnessing AI and modelling capabilities are key strategies for advertisers navigating the changing digital landscape.”

Three key take outs emerged from the event:

Privacy and tech changes have arrived, and more are coming, impacting audiences, measurement and your business.
You need to act now, review your privacy practices and work with your partners to adopt privacy-led solutions that deliver effective campaigns.
Make the most of your first-party data in a privacy centric way.

The key question you need to ask yourself and your business is: are you ready for what’s coming?

Additionally, AANA and OMG have together produced a privacy guide (member-only) to help businesses navigate the complexities of privacy demands, technological advancements, and evolving legislation.

–ENDS–