WPP's GroupM has taken the bull by the horns and updated, on its own, the online ad industry's outdated terms-and-conditions (T&C).
The key point in GroupM's revision has to do with who owns the data generated or collected by a media company in placing an online ad, writes paidContent. Currently, ownership of the online data is shared by the publisher, advertiser and media buyer. GroupM's revised terms have the media buyer owning all data relating to the ad. The reason behind the revision is to prevent rival ad companies from using such data for their own campaigns, the agency says.
The extent of GroupM's revisions, along with its stance on data ownership, is causing a stir with both publishers and advertisers, according to MediaPost.