The advertising industry holds an extraordinary amount of information about how people behave, where they go and how they interact with the world around them. But could this intelligence be used for something far bigger than advertising?
In the final episode of our three-part mini-series with Mobsta, we're joined by Juliana Proskourina-Barnett from Mobsta, Emeka Forbes, campaigner and writer on connected communities, and Reema Patel, Research Director and Founder at Elgon Social Research, to explore how the data traditionally used to inform advertising campaigns could help tackle some of society's most pressing challenges.
Together, they discuss the untapped potential of behavioural and geospatial data, and how understanding what people actually do, rather than simply what they say, could transform the way governments, researchers and policymakers make decisions.
As the mini-series draws to a close, we ask whether one of advertising's greatest assets could also become one of its most valuable contributions to the wider world.
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