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Trust beats tracking for online ads, says Ogilvy creative chief
Online advertisers often have "technology end-runs" that allow them to track and profile people in ways they're uncomfortable with -- but using such techniques is short-sighted, says Ogilvy & Mather North America's chief creative officer, Steve Simpson. Such techniques break trust with the consumer, and brands would do better to take a long view and embrace transparency, Simpson argues. "Advertisers need to stop doing stupid stuff," he says.
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