Experts share their views on data collection at FICCI Frames
MUMBAI: FICCI Frames 2019’s session on ‘Dataworld : Understanding the Consumer and Transcending Boundaries’ delved into various ways and means of protecting privacy that will help next-generation data delivery shape media & entertainment in the future.
The panel discussion included Comscore VP – Sales & Partners Kedar Gavane; Triton Digital Vice President Market Development EMEA – APAC Daniel Karlsson; Network18 Chief Technology Officer Rajat Nigam; Zapr Media Labs co-founder Sandipan Mondal; MX Player Chief Product Officer Vivek Jain; and Hotstar chief product officer Varun Narang. The session was moderated by TAM Media Research CEO L V Krishnan.
The discussion was around personal data collection and its usage by the technology providers while one visits internet sites. The panelists explained that they are extremely careful with the data they get from their customers and the data that they collect is only to understand the consumption trends.
Briefing the audience on their role, Daniel Karlsson said, “So we measure the actual audio consumption that takes place either on a live streaming basis or on a on demand or download the podcast basis and we do not do market research. We’re basically limiting ourselves to things like how many listens to place, how many total hours of this because the average time spent listening on a session and it will be in one market and on the stage where we have data which is related to the socio demographics such as age and gender, but never get down to the level of individual.”
“In terms of data collection we have always been careful to collect information at the same time anonymise it in such a way that you cannot collect any PI. Even the tags we collect from video streams, OTT platforms, we ensure there is a consent,” said Kedar Gawane.
Daniel Karlsson said, “Privacy is a concern for consumers everywhere. I am based in Spain. There are very strong set of rules of what one can or cannot do. How data should be handled by the technology providers and publishers. You accept to being having facial recognition when you step in to a store. I think the fundamental issue here is the consent, yes or no. The moment you step into the store, you kind of accept all these things. Similar thing happens with a smart speaker. You can actually click on a consent function acceptance.”
“I think it depends on the use case. For live TV, for news, for sports, it doesn’t make logical sense to allow the user to skip until the live content feed starts again but for video on demand, we certainly believe that skipable ads is the right approach so that the users can decide if this ad is relevant for them or not,” added Vivek Jain.
“If you can explain what you intend to do with that permission to the user. You give them the choice to opt in or opt out… usually the users are a lot more comfortable if they understand what the data that they are sharing is going to be used for. We should be very transparent,” concluded Sandipan Mondal.