Why Brands Want to Own, Not Rent, Customer Data

Data and audiences have always been important for brands’ programmatic advertising. But today, they want direct access to enough data to understand each of their customers at the deepest level possible. eMarketer’s Lauren Fisher spoke with Michael Jacobson, manager of advertising data and solutions at reviews and personalization platform Bazaarvoice, and Chi Lo, the company’s director of partnerships and platforms, about how this trend is changing data practices in the programmatic space. Jacobson and Lo were interviewed as part of eMarketer’s April report, "US Programmatic Ad Spending Forecast 2018: Private Setups Pull Even More Ad Dollars to Automation." [Editor’s Note: Lo is no longer with Bazaarvoice.]

Everyone wants to be able to control their own destiny. A lot of brands directly ask for our data to be put into their system so they can use it alongside their own first-party data, or third-party data sources they also buy from.