首页>业界新闻

群邑通过专有的评分逻辑、维度和标准化工具,具象化数据伦理

2021/2/9 17:58:0901319



PARTNERS WITH UNILEVER ON LAUNCH OF FIRST OF ITS KIND ETHICS TOOL NAMED DATA ETHICS COMPASS
与联合利华共同推出的名为“数据伦理指南针(DATA ETHICS COMPASS)”的工具,为业界首例

GroupM, WPP’s media investment group, announced the launch of the industry’s first tool to operationalize data ethics. Available today as a global web app, Data Ethics Compass uses a proprietary scoring logic to democratize ethical advertising, allowing advertisers to quickly and consistently evaluate the ethical risk level of data assets and decisions informed by that evaluation. GroupM partnered with Unilever, a longstanding proponent for responsibility in media and data usage, to develop an iteration of the tool responsive to Unilever’s mission and vision.
群邑全球近期推出了业界首个可用于具象化数据伦理的工具。名为“数据伦理指南针(DATA ETHICS COMPASS)”的这一工具现可以通过网络应用程序使用,它使用专有的评分逻辑,让广告中的数据伦理可视化,从而让广告主能够快速、客观地评估自身数据资产的道德风险水平,并根据评估结果做出决策。群邑与联合利华共同合作,根据其使命和愿景开发了该工具的迭代版。联合利华一直致力于推动负责任地使用媒体和数据。 

“Our Data Ethics Compass provides clients a consistent approach on how best to navigate ethical risk and prioritize and respect the privacy of people on the other side of the screen,” said Krystal Olivieri, GroupM’s Global SVP for Data Strategy and Partnerships. “This new capability demonstrates GroupM’s belief that even though you have access to certain data, it doesn’t mean you should always use it. We have an obligation as an industry to re-establish an appropriate balance.”
群邑数据战略和合作伙伴关系全球高级副总裁Krystal Olivieri 表示:“数据伦理指南针为客户提供了客观的工具,能更好地管理道德风险,尊重用户隐私并将其放在首位。这也印证了群邑一贯的信念:即使您可以访问某些数据,这并不意味着可以一直使用它。行业作为一个整体,有义务重新建立一个更恰当的平衡。”

A key benefit of Data Ethics Compass is that it removes subjectivity from ethical decisions and offers a single codified framework for all teams and all data types across the planning life cycle. A core feature is the proprietary scoring logic that examines data-related decisions to determine potential ethical risks of data-driven campaigns through the consumer’s lens.
数据伦理指南针的主要好处是:它消除了道德决策中的主观性,为整个策划周期中的所有团队和数据类型提供了统一、规范的框架。核心特征是其专有的评分逻辑,用以检查与数据相关的决策,通过消费者的视角来确定数据驱动型营销活动的潜在道德风险。

Nicola McCormick, GroupM General Counsel, adds: “The burgeoning of privacy protection laws around the world reflects the widespread consumer demand to have the interests of the individual paramount in considerations concerning data usage. With ethics ranking three times more important to company trust than competence, binary decisions taken on whether data is ‘opted in’ or not are no longer sustainable in our industry. GroupM’s Data Ethics Compass enables us to think more holistically about data use and the impact on the end-user.”
群邑总法律顾问Nicola McCormick补充说:“隐私保护法在全球的蓬勃发展也反映出消费者的广泛需求,即个体的利益应被置于数据使用之上。一个公司的信任度,道德因素的重要性比竞争力因素高出三倍。‘是否默认授权’的二选一方式在我们行业已不再可持续。群邑的数据伦理指南针使我们能够更全面地考虑数据使用及其对终端用户的影响。”

Data Ethics Compass is GroupM’s latest innovation in its ongoing commitment to make advertising work better for people by creating a more united, whole and responsible technology and data approach through powerful analytics and performance capabilities. In launching with Unilever, GroupM is working closely with its media agency, Mindshare, to apply the tool and framework to Unilever’s data-driven media activations. In service of the tool’s development, Mindshare has evaluated and collaborated on numerous active campaign and brand scenarios with Unilever to embed the ethical frameworks into everyday use.
数据伦理指南针是群邑全球的最新创新。群邑一直致力于通过强大的分析和效果营销能力,创建更统一、整体和负责任的技术和数据方法,进而让广告对人们更有价值。在与联合利华合作过程中,群邑及其旗下媒介代理公司传立媒体(Mindshare)紧密合作,将该工具和框架应用于联合利华以数据驱动的传播活动中。为服务于该工具的开发,传立携手联合利华在大量的传播活动和品牌场景中进行了评估和合作,积极将数据伦理框架纳入日常使用中。


“Creating a responsible digital ecosystem continues to be a priority for Unilever and adding an ethical overlay for use of data in media is a key next step,” said Jennifer Gardner, Unilever’s Senior Director of Media. “Consumers are growing increasingly distrustful of advertising and lack clarity in how their data is being collected and used in profiling tactics. Our partnership with GroupM on the launch of this much-needed tool sends a reassuring and bold signal that we must all hold ourselves, our partners and agencies to the highest standards, truly putting consumers first.”
联合利华媒介高级总监Jennifer Gardner表示:“建立一个负责任的数字生态系统仍是联合利华的首要任务,增强媒介传播中的数据使用道德合规是进一步发展的关键。现在越来越多的消费者开始不太信任广告,而且对他们的数据是如何被收集和使用于用户画像分析方面没有清晰的了解。我们与群邑合作推出这一必要工具的同时,也发出了一个坚定的信号,即我们所有人、我们的合作伙伴和代理商都必须坚持最高标准,真正将消费者放在首位。”
相关文章
1 2 3 4 5
评论
作品榜 最新提交