The Gist
- Organizations build up a hidden digital estate over time. Myriad sites are set up by different parts of an organization but never retired, building up a large, sprawling digital footprint.
- Digital marketing teams lack awareness of it. Central digital teams are often unaware of the full extent and composition of this footprint.
- It represents a significant risk. Extensive collections of orphaned sites represent a security, compliance and reputational risk.
- You need to bring your digital estate under control. Brands need to take an asset management approach: AI can help identify what’s out there so teams can then work to reduce the risk.
