Developments in advertising, data collection, consumer analysis and targeting must be transparent and accountable to the public.Â In a profile of Havas Digital, OMMA Magazine notes that [our emphasis]:
“Havas has created a dynamic online ad trading system that separates audiences from publishing content, and it makes user profile and unique cookie data king, rather than the inventory a publisher serves.Â The core of Havas Digitalâ€™s virtual brand network is its Artemis database management and reporting system, which has already profiled more than one-third of the worldâ€™s online population. That and the agencyâ€™s Adnetik system help deliver customized roi analytics for media buying.”Â â€œArtemis is the central piece of our media buying offering,â€ Kasper [Adam Kaspar, a senior VP] says. â€œIts importance has only grown as the technology has improved.â€Coupled with proprietary algorithms, that database has allowed the agency to develop systems that draw on data from third parties, including clients, publishers and networks, that helps it understand which audiences command the most value at a particular time for specific brands.”
Artemis is a “marketing data warehouse.”Â Yahoo is using the service, including for its already data-enabled Right Media Exchange.Â Havas describes Artemis as “our proprietary marketing decision support system – a secure warehouse for all your marketing data, plus reporting tools that help make sense of it all.Â Unlike some of the less sophisticated reports advertisers may receive from ad-servers, for instance, ArtemisÂ® provides detailed reporting right down to the user level.”
The FTC, EU, Congress and others will need to need to investigate the growing role consumer data plays in targeting us on and offline.Â We don’t need private ministries of information tracking the global public.