As massive shifts change the way people choose to buy from and share data with organizations, digital marketers must transform how they connect and engage with consumers. Consent and preference management can no longer be treated as an afterthought, but should be the building blocks to launching effective, privacy-first campaigns. In this session, Fortune 100 company Bristol Myers Squibb joins OneTrust for a panel discussion to show this technique can be used to enhance the effectiveness of campaigns, build long-term customer relationships, and drive business innovation.