The second interest group is advertisers. The advertising industry, unlike tech companies, appears to view privacy with less of a consumer-centric approach. Within the tensions of privacy and personalisation, advertisers believe that "the more data you collect, the more effectively [a technology company] can personalise a service”[9]. Private data to advertisers has become a valuable commodity, that when leveraged effectively, ultimately helps them to make money. Therefore, private data equates to effectiveness. A persuasion toward data-driven marketing has instilled a fear in those not aiming for pinpoint accuracy that they "will be left by the wayside"[10]. For example, trade publicity claiming that 90 per cent of marketing executives report measurable benefits for using social technology in their data-full approach, instils a 'no excuse' anxiety that their strategy has to capture consumer data to succeed[11].

Self-preservation concerns have created a discourse that converges privacy and effectiveness, ultimately concerning the bottom line. Concern for first-party data optimisation and developing a granular strategy to improve performance efficiencies is what David Denny of OpenX deems important to brands today[12]. The position, therefore, is more self-interested rather than consumer centric. In many cases, advertisers will see how far they can push privacy compliance to personalise advertising to drive better performative results. To advertisers, privacy, or lack of privacy, is a blurred space of opportunity[13].