GroupM makes online campaign data confidential

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WPP-owned online media company GroupM has updated its terms and conditions (T&Cs) of online ad buys with publishers, saying the data it gathers from clients' online ads will be now be confidential.

“We want to make sure that we have consistent terms and conditions that protect our clients in the area of data,” John Montgomery, COO of GroupM Interaction told DMNews. “As you can imagine, if you're Automaker X you don't want insights generated from advertising on a particular site to be known by competitors, particularly if it was a successful campaign.

“The data we're trying to protect and ask our publisher partners to treat as confidential is our campaign data generated from advertising campaigns and publishers,” he explained. “All of the insight gained from the data and the data itself should be kept confidential between the publisher, the agency and the client.”

The industry standard “Terms & Conditions for Internet Advertising”—put out by the American Agency of Advertising Agencies (AAAA) and the Interactive Advertising Bureau (IAB)—was last updated in 2002.

Montgomery said the AAAA has acknowledged that the T&Cs are outdated and that they have a reinvention team currently working to bring them up to date.

Updates are needed because “our business changes really quickly, particularly in the digital area,” he said.

These changes to GroupM's T&Cs were made in December just before GroupM signed numerous new clients. The company is using the new terms with all of its new contracts and, therefore, will have a gradual transition process over the next few months, Montgomery said.

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