The future of marketing: from digital to personalized
Today’s consumers demand more control over their data, but infinite choices lead them to engage with personalized ads. In addition to changing regulations, this shift in consumer preference has made it abundantly clear that delivering more value across the customer journey will require innovation through respect for consent.
Following the launch of iOS 14.5 and its subsequent updates to data privacy, platform-agnostic experts will play a key role in guiding brands to provide better consumer experiences with contextual advertising. Adapting existing systems will take time, and companies just now building out first-party data are already behind.
- How can leaders bridge the gap between privacy and personalization?
- What are agencies doing to help organizations understand the industry changes and the importance of first-party data?
- What are the best practices for the measurement and the optimization of spend on digital platforms?