Data safety needs to be a priority for marketers to safeguard their brand

Low Lai Chow

Data safety needs to take on equal importance in marketing considerations as new data regulations and privacy laws take effect worldwide.

By 2023, nearly two thirds (65%) of the world’s population will have their personal data covered under privacy laws, according to a forecast by research and advisory firm Gartner.

“That period of not knowing what’s happening to our data is coming to an end,” said Niall Hogan, marketing director, Ogury SEA, at The Drum’s Digital Summit event.

While brand safety and data safety are different, both are similar in nature and marketers cannot afford to ignore data safety.

“We are all familiar with what brand safety is,” he said. “In the same way that brand safety is about protecting the...

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