Data is the cornerstone of digital marketing. When it comes to ethics, it's arguably the most discussed topic -- collection and abuse of data, privacy, tracking, and so on. Stephane and I talk about these problems, but we also talk about what it means for businesses to adopt ethical practices. Is ethical marketing also more profitable for companies? And what if a more ethical approach reduces profit? These questions are not easy in marketing in a real-world environment, where profit is often the only goal and the pressure is strong.