THE PERSONAL DATA REVOLUTION: WHY IT'S TIME FOR MARKETERS TO CARE

Forbes turned to RAPP’s Addison Deitz, EVP/Director of Global Operations and Client Support, and Jessie Kernan, Global Head of Data and Strategy, to get a better understanding of the nature, importance and ramifications of the personal data revolution.

In this Q&A they were asked -

You suggested that the global market is on the verge of a personal data revolution. What do you mean by that?

Deitz and Kernan
: What we mean is that we are on the verge of a revolution — one in which individuals have absolute control over their own data.  Giving people more control means that opt-in and first-party data management become much more important to brands.  It also signifies a shift in power away from the “walled gardens” (the large data companies that collect and sell third party data) toward individuals who understand the value of their personal data and are able to monetize it themselves. Taking this a step further, we envision a global market for individual data, where people themselves profit by selling their own data (there are already isolated examples of this).

To see all of Deitz and Kernan’s thoughts about the data revolution continue reading with Forbes.