As the world marks Data Protection Day against a growing call for governments around the world to regulate how young people use social media, we asked media leaders for their insights on how lawmakers and companies need to adapt and change their approaches to data privacy amid a rapidly evolving technology landscape, with AI as a key driver…
Adrienn Major, Founder, POD LDN
“With the rapid advances in AI that we are seeing today, data privacy is arguably becoming far more important.
“Those of us in the creative industries need to be able to ask questions such as where training data comes from, what is uploaded into tools and whether the brands actually own or control outputs, as well as how much human oversight exists.
“Users of these tools also need to be extremely cautious about where they are uploading their data, and what it will ultimately be used for.
Mattia Fosci, CEO, Anonymised
“Over the past 12 months, data protection has taken the backseat, shadowed by AI and engulfed in the transatlantic war of words.
“But the big unravelling of privacy regulations has not happened – in fact, big markets like India, Australia, Latin America and several US states have passed or implemented new data privacy laws.
“I’m hopeful that we’ll be seeing a more pragmatic and flexible approach to data protection, one that focuses on actual harms over abstract concepts and that tries to reconcile business needs with individual rights.
“Whatever the outcomes, businesses need one thing above all: certainty.”
Alexander Igelsböck, CEO, Adverity
“We’ve seen first-hand how the rapid adoption of new technologies like AI is creating fresh challenges around data privacy.
“As data becomes more accessible across organisations, more people are interacting with more datasets, more frequently and this in turn increases the risk of data being shared, accessed, or used incorrectly.
“As we adopt new tools and technology, businesses must be clear that data privacy and compliance can’t be bolted on after the fact, or left to regulators alone.
“Increased data democratisation must go hand in hand with robust data governance: clear controls over access and usage, and a shared commitment to ensuring data is accurate, clean and trustworthy.
“The silver lining is that taking this approach doesn’t just reduce risk; it strengthens the quality of your data too, giving businesses a more reliable foundation for getting the most out of AI tools.”
Sarah Robson, Global Head of Advertising Effectiveness, On Device
“In the era of GDPR, trust is the currency of measurement. Brand lift studies are essential for understanding advertising effectiveness, but robust measurement requires consumers to trust the way in which their data is stored and used.
“Without trust, accurate exposure measurement and reliable market research participation is impossible. As privacy regulation continues to evolve, the advertising industry must ensure consumer data is respected.
“Without transparency, respect and appropriate incentives, research data quality will deteriorate and it will be even harder to prove the ROI of advertising.”
Ed Bristow, VP Business Development, EMEA, Adlook
“It’s getting harder to defend the old assumptions this industry was built on. Data privacy is no longer a compliance exercise – it’s a baseline expectation. Trust, clarity and real user control aren’t trends; they’re the price of entry.
“What’s becoming increasingly visible is the blurred line between platforms and media ownership. Marketers are starting to ask a necessary question: whose interests are actually being prioritised?
“When media platforms act as both owners and gatekeepers, conflicts of interest are inevitable. In a market under budget pressure, accountability around how data is used – and why – isn’t optional anymore.
“That’s where independence matters. Purpose-built, privacy-preserving media solutions are designed with a single goal, not competing incentives. They adapt faster, stay closer to market reality, and put brands back in control.
“Privacy shouldn’t be something the industry negotiates around. It should be non-negotiable – and the foundation for a more transparent, democratic media ecosystem.”
Alistair Bastian, Chief Technology Officer, InfoSum
“Data Privacy Day’s message – that individuals have the power to take charge of their data – should extend to organisations as well. Data connection, not collection, is the key.
“Privacy-enhancing technologies have made it possible to connect data without sharing, moving, or mixing it.
“Brands have an opportunity to use privacy as an asset to build trust with consumers and partners across the industry, turning it into a platform for innovation and sustainable growth.
“The winners in the AI-enabled age will be those who recognise how privacy-first data collaboration can unlock deeper insights and richer intelligence.
“By building private data networks that enable stakeholders to connect their data assets while retaining full control, AI technology enables marketers to identify relationships and synergies across datasets at scale, empowering them to create and execute more efficient, better-performing campaigns.
“It won’t be the organisations with the most data that come out on top; it’ll be the ones that have done the best job of connecting it.”
Dan Ward, Deputy UK Country Manager, Seedtag
“This Data Privacy Day, the conversation around privacy is being shaped by clearer expectations around AI and data governance, driven by regulations such as the UK’s Data (Use and Access) Act and the phased rollout of the EU AI Act.
“Regardless of regulation, privacy should be built into campaigns from the outset. There are effective alternatives to a reliance on individual-level data.
“Contextual approaches, now enhanced by Neuro-Contextual AI technology, enable brands to understand interests, emotions and intent at scale, and deliver full-funnel outcomes across the open web and CTV without relying on personal data.”
Fiona Salmon, Managing Director, Mantis
“Although it’s an ongoing priority, this year’s Data Privacy Day couldn’t be more timely, as discussions build in the UK around regulating social media use by young people, including proposals to prevent companies using children’s data without their or their parents’ consent.
“According to Ofcom, 52% of 12 to 15 year olds say the news they see on social media is trustworthy, highlighting how early audiences are entering digital environments where data collection is built in, and how influential these platforms can be in shaping their views.
“Transparency, consent and responsible data usage is an onus that the advertising industry should be accountable for, particularly across the Open Web, which must continue to lead by example in protecting user trust and privacy.”
Charlie Johnson, VP, International, Digital Envoy
“Treating internet users with the respect they deserve is a year-round priority. Sticking to boundaries set by privacy regulations shows brands care about being compliant and protecting consumer rights.
“Delivering great experiences without unnecessary overuse of data, however, is what wins lasting trust. Third-party cookies may still be on the table, but the direction is clear.
“It’s time to move beyond unreliable, opaque tactics and start building a privacy-first digital ecosystem that earns consumer trust. That includes moving towards universal identifiers that enable consistent and effective targeting tied to real interests and preferences, without invasive personal tracking.”
Adam Shallcross, CEO and Founder, Cogworks
“Data Protection Day feels increasingly disconnected from reality.
“Lawmakers are scrambling to regulate platforms while those same platforms are already deploying facial age estimation, AI-powered content moderation, and behavioural analysis that makes traditional consent mechanisms look quaint.
“The UK’s new Data Use and Access Act tries to balance innovation with protection. TikTok is rolling out facial scanning across Europe. The Australian under-16 ban is being watched as a global template.
“For senior leaders in regulated industries, the challenge isn’t compliance with today’s rules – it’s building systems flexible enough to adapt to rules that don’t exist yet.
“The organisations that will struggle are the ones still treating data privacy as a box-ticking exercise rather than a core operational capability.”
Simon Shaw, CEO and Founder, Fifty
“This year’s Data Protection Day asks whether the industry needs to reset or refine its approach to privacy. It needs a reset in how we think about privacy, and a refinement in how we deliver innovation.
“Privacy is non-negotiable. It must sit at the core of how advertising and AI systems are designed, not be treated as a constraint to work around. As AI becomes more deeply embedded across audience strategy, planning, activation and measurement, privacy-by-design is essential to maintaining trust.
“Regulation is not applied evenly across global markets. The EU has taken a particularly robust stance, which rightly raises standards but can also slow the pace of innovation.
“This does not mean regulation should be removed, but it does make innovation more complex and harder to scale. As a scaled technology platform already operating with privacy by design at its core, it is clear that responsible AI can still enable powerful audience solutions.
“Putting privacy at the centre does not prevent innovation, it simply demands a higher bar for how it is delivered.”
Piero Pavone, CEO, Preciso
“Data Privacy Day is a useful reminder for everyone in ad tech that the customer is king and that their personal data is sacrosanct. Consumers are wiser than they have ever been to the concept of tracking using third-party cookies.
“A more sensible and effective approach is to invite them to share their personal data and their interests with you, and give them a good reason for doing so, and that’s not just about serving them with more relevant advertising.
“Invite them to sign up to your newsletter, and in doing so, be explicit about what’s in it for them- for example, early access to flash sales, discounts or other benefits.
“If the consumer can see what’s in it for them, they are much more likely to share their data with you.”