Where campaign data really ends up

For most clients in recent years, it barely mattered where a media agency was based or where its data lived.

That's changing for institutional clients. Anyone spending public money increasingly has to prove where their own data sits and who can technically access it.

An agency's location alone doesn't answer that question. What matters is which data the platforms actually being used receive, and where your own control over it ends. A European agency running on an American technology stack in the background ends up facing the same question as anyone else.

For us that means we disclose which suppliers see which data in a campaign, and where that chain ends. Not as a stance, but because the question gets asked anyway, at the latest during an audit.

Anyone writing a media procurement tender today should ask about that whole chain, not just where the supplier is headquartered.