Identity in Advertising: How to Future-Proof Data-Driven Marketing

The use of data in advertising is experiencing a period of chaos as privacy regulations tighten and anti-tracking announcements from browsers become more frequent. It’s resulted in brands being presented with an abundance of choice and solutions. But to set up for long-term success, be privacy compliant and rebuild consumer trust, brands need to take charge of their data strategy. In this session, Elizabeth Brennan, Head of Advertiser Strategy at Permutive, will share how brands can take control amid the chaos. Relieving Data Deprecation And Identity Challenges Privacy regulations and browser updates will make it difficult for brands to collect and activate data at scale. See how brands are preparing in this Forrester Consulting Opportunity Snapshot, commissioned by Permutive. Attribution will be challenging — but not impossible — in a cookieless world Analog and digital media measurement will allow for planning and optimization, but both have positives and negatives, writes Permutive's Elizabeth Brennan. Three ways to take charge of your identity strategy Brands that have been collecting and using customer data will need to pivot their strategies to include privacy-by-design. Here are three things that marketers need to know about building privacy-compliant data-driven marketing campaigns, and how publishers can help.