What challenges do you see for data in the year ahead that will have an impact on your clients and on the industry as a whole?
We will see continued uncertainty within the adtech ecosystem regarding cookie deprecation and the resulting impact on addressability and measurement. Even though Google continues to kick the removal date down the road, we see clients exploring and readying for the inevitable.
Meanwhile, the compliance landscape continues to be incredibly fragmented, as the US still has no national data privacy law. Brands are left to comply with a patchwork of state laws, taking a toll on business strategy and resources.
Finally, there have never been more martech and adtech ecosystem partners, making interoperability difficult. Brands will win by having a cohesive, data-driven customer experience strategy, regardless of the technology.