Treasure Data Presented

The digital and regulatory Landscape is always changing, which has an impact on day-to-day marketing strategy and operations. Learn how to use VB On-Demand in this VB On Demand event to Navigate regulatory Changes in building consumer trust, leverage intelligent technology to meet marketing objectives, and more.

Watch free on-demand!

The world is home to the following: privacy Legislative and regulatory landscape is in constant flux — and that’s not great for marketing strategy and operations.

There’s Apple’s tracking transparency framework and Google’s third-party cookies drama. Comprehensive privacy California, Virginia and Colorado passed legislation. Utah did not. and Connecticut. The American Data Privacy Protection Act (ADPPA), introduced in the U.S. Congress. Additionally, the Federal Trade Commission proposed sweeping regulations to address commercial surveillance and Lax security practices. Internationally, there’s the GDPR taking an Twitter is a popular platform. privacy China has passed laws and Australia, Brazil’s new cookie guidelines, and more.

Marketers are a team. to Protect their brands by adhering to these regulations and finding ways to do so. to ensure they’re meeting their company objectives. But that’s an opportunity, says Helen Huang, principal product manager, security and Data privacy Treasure Data

“Companies are taking a closer look and reevaluating data collection practices because it’s important to listen to what the consumer base is saying,” Huang says. “These changes are worrisome, but provides an opportunity for all of us to work together to be responsible custodians of first-party customer data and earn their trust.”

Solution for identity and customer data platforms

Identification recognition and resolution has become a particularly spicy topic since Google’s recent announcement about the deprecation of third-party cookies. This means that first-party information has become more important to capture.

First-party data holds more potential and more power than ever before,” Jordan Abbott, chief privacy Acxiom officer “It has the chance to disrupt digital onboarders and substantially reduce what we call the ad tech tax by working directly with demand-side platforms, supply-side platforms and publishers.”

No matter what, first-party data will allow brands to be more flexible in the future. regulatory He said that problems will eventually resolve themselves. and The ability to Recognize users and They will need to be tagged with an unique enterprise identifier. to Moving forward, success. Customer data platforms (CDPs) are This is critical. to Collect and In real time, unify customer data and to Help create a holistic view of your customers.

“I think a foundation of identity recognition and resolution will ensure that brands and marketers will recognize the consumer earlier in their journey and allow them to treat the consumer in the best way possible at every step along the way, plus consistently deliver the types of personalized experiences that consumers increasingly come to expect,” He stated. “I think it will also increase reach and accuracy, and optimize the MarTech investments.”

The opportunity to Secure customer trust

Enforcement actions and Class action lawsuits in relation to to Alleged privacy Violations are incredibly expensive, as well as a substantial diversion of resources — and It is common to receive a lot press.

“No one wants to be on the front page of the New York Times,” Huang said. “It’s important for marketers to protect their brand and protect their reputation. When users or customers don’t trust a brand, the ramifications are quite drastic — a large percentage will just choose not to engage.”

“Trust is key and it could stop a transaction dead in its tracks if the consumer doesn’t trust the business,” Abbott agreed. “Conversely, if the business is building trust, it can reduce, if not eliminate friction altogether, the speed in closing a transaction.”

Building trust requires hyper transparency around what data is being collected, why it’s being used, for what purposes and with whom it’s being shared. Credential your data sources, so that you know the data that you’re licensing has been collected with appropriate permissions. Implement an Framework for ethical data usage and privacy Program for impact assessment to Objectively weigh the benefits and risks of using the data against the potential benefits and harms to The potential consumers that could arise and Do everything you can. to mitigate the risks that can’t be eliminated.

“At the end of the day, trust should be about demonstrable accountability, not only saying what you do and doing what you say, but being able to prove it,” He stated.

“And if I do trust a brand, I’m going to have a higher propensity to buy more and spend more, so there are just so many benefits, from customer sentiment to bottom line and more,” Huang said. “Data privacy can be a competitive differentiator for the people that embrace it as an opportunity.”

For more information about the data, click here privacy Regulated and requirements That are Impacting marketers: Real-world examples and Take a look at what the future holds regulatory landscape, don’t miss this VB On-Demand event!

Watch free on-demand here!


  • How to get ahead in the rapidly changing marketplace and regulatory Marketing strategy changes can have a significant impact on your business.
  • How to build consumer trust and Experiences with data governance and protection at the enterprise level and Smart CDP
  • Top predictions regarding regulations and Enforcements in 3 to 5 years


  • Jordan AbbottAcxiom’s Chief Privacy Officer
  • Helen Huang, Principal Product Manager – Security & Data Privacy, Treasure Data
  • Victor Dey, Tech Editor, VentureBeat (moderator)