For many years, marketers have subsisted on a steady diet of 3rd party data to target and acquire customers, personalize messages and, ultimately, drive growth. But those days are numbered. Increased consumer privacy regulations, new requirements by technology platforms, and consumer-driven demand for more data protection and transparency are creating significant barriers for marketer’s ability to use 3rd party data. But does the push for more data protection and transparency open up opportunities for marketers to rethink how they deliver brand experiences and build trust? In this roundtable, Tariq Hassan of Petco and Bill Schneider of SheerID explored how marketers are navigating the future without a deep-seated reliance on 3rd party data and how leading CMOs are completely transforming their business to draw a strategic line between digital investment, closer customer relationships and ROI in their Quest for Trust.
