Data-ownership fights are breaking out among agencies, clients

03/24/2013 | Advertising Age (tiered subscription model)

Marketers and agencies are increasingly getting embroiled in fights over the ownership of data generated, collected and used during online campaigns, Alexandra Bruell writes. Some clients inadvertently sign away their data ownership to agencies; others wage long and ugly battles to win back the data generated by their campaigns. "It's not good business" for agencies to pick fights over campaign data, says Michael Brunick of IPG's Mediabrands Audience Platform. "Clients should own their data, and we should have the rights to use that data on the clients' behalf."

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