Consumer privacy was another of the highly relevant issues discussed during the meeting. and technological advances that allow it to reach consumers in a more direct and effective way. However, it is necessary to ensure a healthy balance between non-intrusion and constant innovation. Consumer data must be collected, stored and protected correctly, giving it responsible and secure use. Finding the best way to do this is another major challenge for the sector. Enrique Martínez, General Director bc data indonesia of the Institute of Communication Technologies (INTECO), stated that consumers "are not aware of the danger of excessively open social network profiles" and added: "a national security strategy is needed to guide city councils, SMEs and citizens." Cecilia Álvarez, an expert from the Uría Menéndez firm, called for "regulation that discourages the use of network data. The user is primarily responsible for the use of their data, but operators and legislators have a lot to do in this matter."
Experts agreed that innovation in a sector such as online advertising, which is growing faster than other formats, is a hope for advertisers, who see it as a factor that can contribute to economic development, connecting with customers in an increasingly direct and close way. How to ensure that innovation ensures a bright future for the sector is another major challenge for the industry. “We have to rethink how to use video, gaming and mobile phones, which are going to be the most important channels. It is no longer enough to have a website and generate traffic, but rather the space that the brand occupies on the Internet. The issue is that the market does not know very well what to do with these businesses because there are still no models,” commented Babs Rangaiah, from Unilever. Hugo Giralt, Director of Relationship and Interactive Marketing at Telefónica Spain, pointed out the importance of measuring the brand's opinion climate on the Internet. “Most social network users talk about brands, for better or worse. And we cannot remain oblivious to these opinions.”