Power Collaborator: Agency Perspective on Data Collaboration

Marketecture interviews GroupM Chief Operating Officer JiYoung Kim about the agency’s evolving role in data collaboration. Kim argues that signal-based models can outperform ID-based approaches and emphasizes a need for privacy-preserving methods that still enable effective performance. The discussion covers how agencies navigate data sharing, measurement, and activation in a world where privacy and performance must harmonize. She also reflects on AI’s growing influence and the industry’s need to rethink long-held assumptions about targeting and governance. The interview is part of Marketecture Live and is free for a week before MarketectureTV membership is required. The conversation signals implications for advertisers, agencies, DSPs, and data providers as the ecosystem shifts toward more collaborative, privacy-conscious data strategies.