Beth Egan is an associate professor of advertising at Syracuse University’s Newhouse School, where she leads the media planning and data analytics curricula. Her research sits where the industry’s loudest arguments meet the least evidence: how people actually feel about the data collected on them, what privacy regulation is doing to the way brands reach audiences, and what “measurement” means once the signals marketers relied on disappear. In her TEDx talk, Why Data Sharing Is Important and How the Internet Works Without It, she argues that most people have never been told what they are trading, or what advertising quietly pays for. She is also a textbook author and a regular voice in the press on advertising and privacy. Before academia, she spent 25 years in agency media strategy, planning for Coca-Cola, AT&T and L’Oréal. She is currently on sabbatical at Ulster University.