Data governance for young people in the commercialized digital environment
Issue brief | Data-driven marketing demands comprehensive response
As young people eagerly embrace a growing number of social media, gaming platforms and mobile apps, they have become the focus of continuous scrutiny as global marketers closely follow their interests and behaviours.
Underlying this scrutiny is a complex, far-reaching, global media, marketing and sales apparatus, capable of gathering and using unprecedented amounts of data.
The authors explain how these marketing systems are being incorporated into the digital platforms and services popular with young people, and argue for a comprehensive approach to data governance to ensure their protection.