Liam Walsh writes: Ben took a look at this but focused his attention on other elements of it.
What a genuinely curious position for GroupM to take on changing T&C.
I completely understand the problem they are trying to solve, the issue of publishers and networks using data from one advertiser and selling it to another. It isn’t something that happens a lot here but it could.
The response of GroupM to change terms and conditions unilaterally feels a very blunt instrument indeed. Is it really necessary and is it accurate?
The language in the documentation specifies that the “agency/advertiser” own the data.
“All data generated or collected by the Media Company in performing under this Agreement shall be deemed ‘Confidential Information’ of Agency/Advertiser.”
These two bodies are not the same thing and it feels like an ugly custody dispute the day when the advertiser and the media agency part ways. I am sure the Group M agencies are excellent but clients change agencies fairly regularly.
It is also unusual that the media agency would co-own the data while the strategic agencies, creative agencies, website developers all have no rights?
Also I wonder if the GroupM contracts with their customers specify that GroupM co-own the data from all campaigns. If they owned it then potentially GroupM could use the data for other advertisers?
There may well be more to it but at face value this feels a hasty move.