Why transparency in data is key to building trust

When former ITV marketer Julia Porter joined Guardian news and Media in 2012 the brand was beset with difficulties. Revenue streams from its print circulation were in decline and it faced problems in monetising the digital audience, which was compounded by Facebook and Google’s dominance over the UK’s digital advertising market.
In order to survive the newspaper needed to make its existing audience more profitable and engage with them in a personalised and relevant way – data w