The 80/20 View: The clean space in being truly transparent about data usage
In his regular column for Mumbrella, Thinkerbell’s general manager Ben Shepherd examines the missed opportunities in the data privacy debate.
Advertising-funded media companies operate within a relatively unique business. They have ultimately two very different types of customers and prosperity ultimately relies on an ability to balance both perfectly.
The first customer is the user. This could be the viewer of the TV network, the user of the news property, or the listener to the radio or audio platform. They don’t pay a financial cost to access the media outlet, but they are vitally important to the media business.
The second customer is the advertiser. They do pay the media company in a financial sense. They pay the media company to access their users. In doing so, they subsidise the users experience and if the media company is lucky they provide enough revenue to generate a profit.
