Digital advertising data: from accumulation to redefining value and practices

The way digital advertising works is based on the massive use of data, mainly for buying/selling advertising space, targeting or measuring the audience and performance of campaigns. By virtue of their vertical integration, platforms operating in "walled gardens" follow a logic of accumulating these different types of data, and stand out from their competitors. However, in addition to these structural factors, legal and technical factors are causing a redefinition of the value of data and a change in advertising practices, once again in a direction favourable to these players.