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Debbie Reynolds, “The Data Diva” talks to Augustine Fou, FouAnalytics, Independent Ad Fraud Researcher, Marketing Science Consulting Group, Inc. We discuss Augustine's journey in analytics, the importance of marketing on the Internet, and the rise of AdTech targeting and its implications for privacy. We also discuss Augustine's platform, Fou Analytics, which is focused on analytics for digital media. Dr. Fou explains that third-party tracking of individuals is a privacy issue and that cookies are just a convenient metaphor for it. He also explains that even if third-party cookies are removed, tracking of individuals without their consent is still an issue. He further explains that fingerprinting is becoming more prevalent as a way to uniquely identify users without using PII. Dr. Fou discussed the dangers of data brokers, biometrics, and bots in relation to privacy and accuracy. He warned people to be more cautious and suspicious of anything they see online and suggested that advertisers use less targeting data as it is not helping their advertising campaigns. He also suggested using a third-party authenticator instead of biometrics for login purposes. Dr. Fou discussed how digital marketing should be done like it was in 1995, with advertisements bought from legitimate publishers, to restore the original contract of the internet between consumers, publishers, and advertisers. He also discussed how bots have been used to create fake content for websites for the last 20 years and how this has caused an increase in fraud in digital advertising. Finally, he suggested that if the original contract of the internet is restored, it will lead to better digital marketing, more revenue for legitimate publishers, and better privacy for consumers, and shares his hope for Data Privacy in the future.

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