Daniella, why write this book, and why now?

Thanks for having us, Toby.

Um, I think the purpose of this book and why we're writing it is really to encourage the business community and the marketing and advertising communities, um, to think a little bit differently about, about data.

Um, to really understand the value of, um, having a ethical approach to data collection and use.

Um, and, you know, I think historically maybe people in the industry may have thought of data privacy standards as restrictive, and we really want to get across that this is a, there is a unique business opportunity, um, and an opportunity to grow your business in thinking through ethical data standards.

So a big part of what we want to do i- is kind of just lay the groundwork of what is data ethics, um, and hopefully encourage professionals to start to think of, um, data ethics a little bit differently, and start to institutionalize and put into practice ethical data standards.

Um, because we, we did a little bit of research, uh, well, quite a bit of research, but we spoke to a number of people in the business and marketing and advertising industries, and what we saw is they understand the concept of data ethics, but when it comes to actually putting it into practice and institutionalizing it, that is not yet done in our industry.

What do you think of that one?