VIDEO: Mediabrands' head of digital talks data

Kumar says that as more and more measurement data becomes available, the situation will worsen before it gets better. “The situation has become far more complex, you’ve got more players between the clients and the publishers…. So you’ve got more companies who produce data, integrate data or serve data.”

He goes on to say that data tools have ceased to be a point of differentiation for media agencies.

“The time when you could say I’ve got this tool so I can understand data better is gone. Where the point of differentiation comes in is when you are able to make sense of that data,” he says.

Going on to address the issue of data privacy, he said that consumers are far more willing to share information about themselves, when they can expect something of value in return. “It’s the difference between Amazon and spam,” he says.