Member Viewpoint: Madison Logic

Q: What does Madison Logic do?A: Madison Logic provides intent data solutions for B2B marketers and publishers. Using our Content Consumption Monitoring technology, B2B brands are able to maximize the value of the leads they cultivate – from acquisition to loyal customers – and publishers can more efficiently monetize their businesses. With solutions driven by intent data, business buyers receive messages relevant to every stage of their journey to purchase.  

Q: What prompted you to recently join NAI? 

A: Joining NAI reflects our core commitment to consumer privacy. We believe NAI’s mission to uphold the value of online advertising technology providers also aligned with our practices and we are thrilled to join their community. Respect for privacy and security are fundamental as to how we do business.

Q: Why is joining an organization like the NAI and complying with the NAI Code of Conduct particularly important for a B2B company?

A: The NAI is important for us as a B2B-focused company for several reasons. As we continue to grow, we needed a trusted partner whom we could turn to that provides an industry-accepted standard for privacy compliance and sage guidance. It’s especially important for us to stand in-line with our clients across standards. Our B2B clients represent many Fortune 500 companies, who all have the highest commitment to privacy, and the NAI affords a reference point for our clients. Finally, our commitment to privacy compliance requires us to keep up to date on changes and the NAI, through their webinars and educational support, acts as an excellent vehicle for distributing knowledge.

Q: In your opinion, why is privacy primarily perceived as a B2C discussion when it is obviously important to B2B buyers as well?

A: Privacy is incredibly important. Whether it’s a consumer in the B2C space or a user in the B2B space, it’s the cornerstone of a respectful communication discipline. In B2B, you’re not looking at a user’s personal information, but you still want to ensure that you’re respecting their privacy. The difference in perceptions is primarily the reference point – the e-mail address. Your personal e-mail address can point to you as an individual and can be your address for a lifetime. Your work e-mail lives only as long as you work for a firm and generally is controlled from an access point by your company. You use it for work issues and it generally does not point to any personal information. Additionally, since e-mails are a primary form of communication in the business world, you have business protocol and even international considerations to which you have to adhere. 

Q: What key values have you already seen from your membership and expect to see over the coming year?

A: The knowledge sharing through the NAI was immediately beneficial. The NAI has supported Madison Logic in evaluating various business models and products to determine which would be best from a privacy standpoint. Their compliance verification provides us with the acknowledgement of the standards we adhere to, bolstering client confidence when looking to use our services. Lastly, we look to the NAI for expert knowledge – their training programs assist us in keeping up to date and informed on industry privacy trends.

—

The views and opinions expressed in this blog are those of the authors and do not necessarily reflect those of the Network Advertising Initiative and/or any other contributor to this site.