No less august a marketing presence than the corporate vice president of the Microsoft Advertising Business Group – who, for the balance of 2019, also will chair the Internet Advertising Bureau (IAB) – believes that the relationship between the keepers of the digital ecosystem and consumers has “deteriorated to … a crisis of trust” at present.

“The original intent behind client data,” Rik van der Kooi told some 1,400 delegates at the IAB’s 2019 Annual Leadership Meeting (ALM), “was really always about building deeper relationships with consumers and being of more service to them.

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Rik van der Kooi, Corporate VP, Microsoft Advertising

“But,” he allowed, “by being less transparent than we could have been – by not educating consumers enough, and by some, unfortunately, stumbles – we ended up acting against their, and, ultimately, our own interests.”