As consumers demand visibility, transparency and consent as to who has the rights to their data, distrust towards brands and how they are using customer data has increased. In Australia, the Privacy Act is currently under review which should bring about heavier data privacy regulations, Google will be removing third party cookies in 2022 and Apple is set to remove device IDs. All of this transformation is driving a cookie-free future.
In today’s minicast, we hear from Deb O’Sullivan, Vice President Enterprise Sales ANZ at LiveRamp about their solution, being collaborative data.
According to O’Sullivan, collaborative data will be the future of digital marketing and will be the only way for businesses to drive scale in the “new world where we’re working in a first party data perspective.”