Media buyer's get their turn to talk about the dirty secrets behind BT during the day's agency panel, with execs from Organic, Mediasmith, Media Contacts, and NEO. Aside from nuts and bolts issues to
implementing BT campaigns, Media Contacts' Adam Kasper warned that a "watershed moment is going to happen that hasn't happened yet" in relation to privacy. He says while agencies and marketers may be
plunging into BT, consumers don't really get it yet and there's going to be a big public outcry over how consumers' data is being used for targeting purposes.
"Unless we police ourselves--better because it's not clear now, and
nobody reads Ts and Cs when doing activity on sites so its' an unknown out there that is going to hit this industry pretty hard that we need to be prepared for," he said.
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