Lars Grønnegaard, CEO & Co-Founder of Dreamdata recently spoke with Qrvey founder Arman on the “SaaS Scaled” podcast. Following are some highlights, including creepy advertising practices and the need to equip startups with crucial data in a timely manner. 

Product -> Market: Going Both Ways

Lars explained how the real power of Dreamdata is in the growth stage. “I used to think about product/market fit as very product oriented. You had to build a product that would fit with the market. One of the big things I learned was that it goes both ways. You build a product, but you also have to figure out what the market is. “It’s super exciting to do. For me, it’s a lot of qualitative work. Typically, it’s also a lot of sales work, engaging customers and finding who will actually pay for this magnificent product that you’re building.”

Next Steps: Feeding Data Back

“From a product standpoint, I’m super excited about feeding data back to platforms, such as to ad platforms, so they can do machine learning on top of that data. Targeting people with ads is becoming increasingly difficult, with changes in technology around cookies, etc. So, having good ways of building audiences and passing them off to advertising platforms is very interesting.”

The Future of Digital Advertising & the Decline of Creepiness

Arman noted that more intelligent, effective advertising systems benefit not only advertisers, but consumers as well and asked Lars’ thoughts on this shifting industry.  Lars replied, “I feel there’s a differentiation between B2C and B2B. A lot of what we see in terms of privacy regulation is coming out of practices that were happening in B2C. I would agree a lot of advertisers or tech platforms were maybe overreaching and doing things that were creepy or not nice to be exposed to.” Lars pointed out the distinction between a vendor you’ve purchased from remembering you and following up, versus one you haven’t engaged with knowing your purchase or search history. “It’s not natural that you know what I did somewhere else completely unrelated. That’s basically what was happening in this world of tracking and retargeting. Many didn’t like that and I kind of understand that.”

First Party Data is The Solution

Lars continued, “Over the last five years or so, what’s been happening in the market to mitigate this is the movement towards first party data. “I’m going to do my best to remember if someone came to my shop and told me their name. All the data that’s in your CRM system is first party data that you, as a company, have generated with your systems. Then, of course, you have to be careful about how you treat that data. That’s a big movement towards thinking a lot about what happens with that data. There’s a growing awareness in the market of the need to take care of people’s data and make sure you don’t hand it off to someone you don’t know.”   You can listen to the full podcast here.

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