Gloria Constanza, socia y jefa de Contactos Estratégicos de d expósito & Partners
Gloria Constanza, partner and head of Strategic Contacts at d expósito & Partners, believes the Facebook scandal, involving the manipulation of data of some 50 million users by Cambridge Analytica, had to happen for the industry in general and for brands in particular to realize the importance of protecting consumer privacy. “There is no doubt whatsoever that agencies are second to none in wanting to glean all the detailed information they can about consumers’ way of life, personal interests, shopping habits and many other characteristics,” Constanza says, adding that data allows agencies to effectively locate and communicate with target audiences. “This information helps us pinpoint consumers with relevant messages and offers specifically designed for them.” Though technology has allowed us to make great progress, says Constanza, “we must also keep consumers’ privacy in mind.” “In Europe, the idea of protecting consumers is something that has been discussed for a long time now, and in May this year they are planning to launch the General Data Protection Regulation (GDPR). In the U.S., an article written by Joe Mandese was recently published, in which he explains that the Advertising Research Foundation is going to announce a new initiative to protect consumers´ privacy. I hope that initiative is mutually beneficial for consumers, brands, tech companies, media, and agencies.”
