by Mathew Broughton on 22nd Aug 2019 in TRADERTALK

In this episode of TraderTalk TV, ExchangeWire's Ciaran O'Kane interviews Alex McIlvenny, country manger UK, Zeotap, to discuss the ID conundrum for the industry in the privacy-first era, from the brand perspective.

McIlvenny discusses:
- The challenge for brands in linking offline data to online data, and the difficulty in using a single platform given the various ID currencies.
- Linking stored CRM data to the digital ecosystem in order to capitalise on cross-device opportunities.
- Effective people-based marketing tactics which remains compliant with the various privacy directives.
- The importance of ongoing data audits in maintaining compliance and data activation.

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