SlideShare a Scribd company logo
1 of 11
Download to read offline
PANEL Digital Marketing in the
New Era of Privacy & Data
Governance
Ashlea Fortune
PRODUCT MARKETING MANAGER
ONETRUST
Zack Meszaros
PRINCIPAL SOLUTIONS ENGINEER
ONETRUST
Proprietary
This presentation includes statements relating to the business, technology, products, services and development
activities of OneTrust LLC and its affiliates (“OneTrust”). While OneTrust makes these statements based on current
understandings and expectations, there is no guarantee that the statements included in this presentation will remain
true after the date of this presentation, nor does OneTrust make any representation, warranty or guaranty, express or
implied, regarding anticipated or future technology, products, services and development activities.
Digital Marketing in the
New Era of Privacy &
Data Governance
DigiMarCon West
November 2, 2023
Proprietary
© 2023 OneTrust LLC
Speaker Introductions
© 2022 OneTrust, LLC 4
Proprietary/Internal
Market catalysts transforming data-driven digital marketing
High-risk impacts on the business
Shift to
first-party data
Data responsibility
across systems &
teams
The AI takeover
Privacy and
governance at the
forefront
Reduced addressability
without third-party cookies;
need evolution of first-party
data strategies
Data duplications and
disconnected systems
negatively impact activation
and confidence in data
AI advancements have
heightened privacy concerns
Puts businesses at risk for
data usage and impacts
data lineage visibility
Name
Email
Preferred channel
Subscription data
Address
© 2023 OneTrust LLC 5
Proprietary
Marketers are managing a complex regulatory landscape
With more laws going into effect in 2024 and beyond
Jan. 1, 2026
Indiana Consumer
Data Privacy Act
Jul. 1, 2023
CPA
Colorado Privacy Act
CTDPA
Connecticut Data
Privacy Act
Jan. 1, 2021
CCPA
California Consumer
Privacy Act
Dec. 31, 2023
UCPA
Utah Consumer
Privacy Act
Jan. 1, 2023
CPRA
California Privacy
Rights Act
CDPA
Virginia Consumer
Data Protection Act
Jul. 1, 2024
Florida Digital Bill of
Rights
Texas Data Privacy
and Security Act
OCPA
Oregon Consumer
Privacy Act
Oct. 1, 2024
MCDPA Montana
Consumer
Data Privacy Act
Jul. 1, 2025
Tennessee
Information
Protection Act
Jan. 1, 2025
ICDPA
Iowa Act Relating To
Consumer Data
Protection
DPDPA
Delaware Personal
Data Privacy Act
© 2023 OneTrust LLC 6
Marketers are bracing for impact ahead
of the deprecation of third-party cookies
▪ 86% of marketing decision makers rely on
third-party cookies for digital marketing and
advertising activities
▪ Nearly 50% believe that the end of third-party
cookies will have a large financial impact on
their marketing ROI
▪ 1/3 of marketers still do not have a strategy in
place
Source: Lytics Life After the third-Party Cookie Report, 2022
© 2023 OneTrust LLC 7
Consent management is a cross-team collaboration
Marketing Technology
Data Governance Privacy
Legal
© 2023 OneTrust LLC 8
Cracks in your tech stack
Data
silos
Data
quality
Data
governance
© 2023 OneTrust LLC 9
Data responsibility is the price of admission for digital relationships
ₓ Profitability hits
ₓ Reputation hits
ₓ Organizational friction
✓ Deliver shareholder value without disruption
✓ Improve and differentiate brand equity
✓ Merge goals, processes, and budgets
Reactive Proactive
Proprietary
© 2023 OneTrust LLC
Q&A
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashlea Fortune & Zack Meszaros, OneTrust

More Related Content

Similar to Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashlea Fortune & Zack Meszaros, OneTrust

Looking Beyond GDPR Compliance Deadline
Looking Beyond GDPR Compliance DeadlineLooking Beyond GDPR Compliance Deadline
Looking Beyond GDPR Compliance Deadlineaccenture
 
Accenture four keys digital trust
Accenture four keys digital trustAccenture four keys digital trust
Accenture four keys digital trustOptimediaSpain
 
The Data Privacy Imperative
The Data Privacy ImperativeThe Data Privacy Imperative
The Data Privacy Imperativebutest
 
Mitigating Data Security Risks at Broker Dealers
Mitigating Data Security Risks at Broker DealersMitigating Data Security Risks at Broker Dealers
Mitigating Data Security Risks at Broker DealersBroadridge
 
Data Integrity Trends
Data Integrity TrendsData Integrity Trends
Data Integrity TrendsPrecisely
 
Managing Consumer Data Privacy
Managing Consumer Data PrivacyManaging Consumer Data Privacy
Managing Consumer Data PrivacyGigya
 
Maintain data privacy during software development
Maintain data privacy during software developmentMaintain data privacy during software development
Maintain data privacy during software developmentMuhammadArif823
 
Putting data science into perspective
Putting data science into perspectivePutting data science into perspective
Putting data science into perspectiveSravan Ankaraju
 
Data Science Trends.
Data Science Trends.Data Science Trends.
Data Science Trends.SG Analytics
 
What exactly is big data? What exactly is big data? .pptx
What exactly is big data? What exactly is big data? .pptxWhat exactly is big data? What exactly is big data? .pptx
What exactly is big data? What exactly is big data? .pptxTusharSengar6
 
Lay of the Land for All Things Privacy
Lay of the Land for All Things PrivacyLay of the Land for All Things Privacy
Lay of the Land for All Things PrivacyTinuiti
 
2019 08-21 Automating Privacy Management
2019 08-21 Automating Privacy Management2019 08-21 Automating Privacy Management
2019 08-21 Automating Privacy ManagementTrustArc
 
3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences
3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences
3 Steps to Turning CCPA & Data Privacy into Personalized Customer ExperiencesJean-Michel Franco
 
Cookies, FLoC & GDPR: Marketing Impact
Cookies, FLoC & GDPR: Marketing ImpactCookies, FLoC & GDPR: Marketing Impact
Cookies, FLoC & GDPR: Marketing ImpactCMassociates
 
2020 Global Privacy Survey: Emerging Trends, Benchmarking Research and Best P...
2020 Global Privacy Survey: Emerging Trends, Benchmarking Research and Best P...2020 Global Privacy Survey: Emerging Trends, Benchmarking Research and Best P...
2020 Global Privacy Survey: Emerging Trends, Benchmarking Research and Best P...TrustArc
 
Where In The World Is Your Sensitive Data?
Where In The World Is Your Sensitive Data?Where In The World Is Your Sensitive Data?
Where In The World Is Your Sensitive Data?Druva
 
The top trends changing the landscape of Information Management
The top trends changing the landscape of Information ManagementThe top trends changing the landscape of Information Management
The top trends changing the landscape of Information ManagementVelrada
 
Data foundation for analytics excellence
Data foundation for analytics excellenceData foundation for analytics excellence
Data foundation for analytics excellenceMudit Mangal
 

Similar to Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashlea Fortune & Zack Meszaros, OneTrust (20)

Looking Beyond GDPR Compliance Deadline
Looking Beyond GDPR Compliance DeadlineLooking Beyond GDPR Compliance Deadline
Looking Beyond GDPR Compliance Deadline
 
Accenture four keys digital trust
Accenture four keys digital trustAccenture four keys digital trust
Accenture four keys digital trust
 
The Data Privacy Imperative
The Data Privacy ImperativeThe Data Privacy Imperative
The Data Privacy Imperative
 
Mitigating Data Security Risks at Broker Dealers
Mitigating Data Security Risks at Broker DealersMitigating Data Security Risks at Broker Dealers
Mitigating Data Security Risks at Broker Dealers
 
Data Integrity Trends
Data Integrity TrendsData Integrity Trends
Data Integrity Trends
 
Managing Consumer Data Privacy
Managing Consumer Data PrivacyManaging Consumer Data Privacy
Managing Consumer Data Privacy
 
Maintain data privacy during software development
Maintain data privacy during software developmentMaintain data privacy during software development
Maintain data privacy during software development
 
Putting data science into perspective
Putting data science into perspectivePutting data science into perspective
Putting data science into perspective
 
Data Science Trends.
Data Science Trends.Data Science Trends.
Data Science Trends.
 
What exactly is big data? What exactly is big data? .pptx
What exactly is big data? What exactly is big data? .pptxWhat exactly is big data? What exactly is big data? .pptx
What exactly is big data? What exactly is big data? .pptx
 
Lay of the Land for All Things Privacy
Lay of the Land for All Things PrivacyLay of the Land for All Things Privacy
Lay of the Land for All Things Privacy
 
2019 08-21 Automating Privacy Management
2019 08-21 Automating Privacy Management2019 08-21 Automating Privacy Management
2019 08-21 Automating Privacy Management
 
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
 
3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences
3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences
3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences
 
Cookies, FLoC & GDPR: Marketing Impact
Cookies, FLoC & GDPR: Marketing ImpactCookies, FLoC & GDPR: Marketing Impact
Cookies, FLoC & GDPR: Marketing Impact
 
2020 Global Privacy Survey: Emerging Trends, Benchmarking Research and Best P...
2020 Global Privacy Survey: Emerging Trends, Benchmarking Research and Best P...2020 Global Privacy Survey: Emerging Trends, Benchmarking Research and Best P...
2020 Global Privacy Survey: Emerging Trends, Benchmarking Research and Best P...
 
Where In The World Is Your Sensitive Data?
Where In The World Is Your Sensitive Data?Where In The World Is Your Sensitive Data?
Where In The World Is Your Sensitive Data?
 
California Consumer Privacy Act (CCPA)
California Consumer Privacy Act (CCPA)California Consumer Privacy Act (CCPA)
California Consumer Privacy Act (CCPA)
 
The top trends changing the landscape of Information Management
The top trends changing the landscape of Information ManagementThe top trends changing the landscape of Information Management
The top trends changing the landscape of Information Management
 
Data foundation for analytics excellence
Data foundation for analytics excellenceData foundation for analytics excellence
Data foundation for analytics excellence
 

More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)

Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
 
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
 
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological FoundationThe Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
 
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
 
The Democratization of Influence - How Gen Z Led a Content & Creator Revoluti...
The Democratization of Influence - How Gen Z Led a Content & Creator Revoluti...The Democratization of Influence - How Gen Z Led a Content & Creator Revoluti...
The Democratization of Influence - How Gen Z Led a Content & Creator Revoluti...
 
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLCPanel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
 
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
 
The Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
The Impact on Going from Personal Brand to Community - Zach Colman, CreatitiveThe Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
The Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
 
Social Media Masterclass - Jordan Scheltgen, Cave
Social Media Masterclass - Jordan Scheltgen, CaveSocial Media Masterclass - Jordan Scheltgen, Cave
Social Media Masterclass - Jordan Scheltgen, Cave
 
Improve Your Digital Experience to Drive More RevenueInsider 10-Part Framewor...
Improve Your Digital Experience to Drive More RevenueInsider 10-Part Framewor...Improve Your Digital Experience to Drive More RevenueInsider 10-Part Framewor...
Improve Your Digital Experience to Drive More RevenueInsider 10-Part Framewor...
 
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQInsider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
 
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
 
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocalWoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
 
The State of the Creator Economy - Ryan Schram, IZEA
The State of the Creator Economy - Ryan Schram, IZEAThe State of the Creator Economy - Ryan Schram, IZEA
The State of the Creator Economy - Ryan Schram, IZEA
 
Generative AI - The New Wild West of SEO - Ryan Huser, Resignal
Generative AI - The New Wild West of SEO  - Ryan Huser, ResignalGenerative AI - The New Wild West of SEO  - Ryan Huser, Resignal
Generative AI - The New Wild West of SEO - Ryan Huser, Resignal
 
The Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
The Power of UGC and Micro Influencers - Marie Kennedy, L'OréalThe Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
The Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
 
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
 
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocalMultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
 
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
 
Leveling Up SEO with AI - Steve Krull, Be Found Online
Leveling Up SEO with AI - Steve Krull, Be Found OnlineLeveling Up SEO with AI - Steve Krull, Be Found Online
Leveling Up SEO with AI - Steve Krull, Be Found Online
 

Recently uploaded

Catalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaCatalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaEsteller
 
The Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineThe Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineglobalbrandmagazines1
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBalmerLawrie
 
AMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo EvangelistaAMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo Evangelistacrevangelista
 
Llanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyLlanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyMarianna Nakou
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Nugget Global
 
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024rabboniseo
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
Catalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaCatalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaEsteller
 
Maximizing Your Website's Potential: Off-Page SEO Strategies
Maximizing Your Website's Potential: Off-Page SEO StrategiesMaximizing Your Website's Potential: Off-Page SEO Strategies
Maximizing Your Website's Potential: Off-Page SEO StrategiesUmeshChandra385380
 
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfCapstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfkinjaltaletiya7298
 
leveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxleveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxDigital Upward
 
Lead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeLead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeThe Salesbridge
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
HAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewHAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewEsteller
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfkrisantecsolutions
 
Catalogo Benchmade 2024 con la gama completa
Catalogo Benchmade 2024 con la gama completaCatalogo Benchmade 2024 con la gama completa
Catalogo Benchmade 2024 con la gama completaEsteller
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...Social Samosa
 

Recently uploaded (20)

Catalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completaCatalogo Morakniv 2023 con la gama completa
Catalogo Morakniv 2023 con la gama completa
 
The Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineThe Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazine
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
 
AMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo EvangelistaAMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo Evangelista
 
Llanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyLlanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation Strategy
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
 
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
Catalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaCatalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleria
 
Maximizing Your Website's Potential: Off-Page SEO Strategies
Maximizing Your Website's Potential: Off-Page SEO StrategiesMaximizing Your Website's Potential: Off-Page SEO Strategies
Maximizing Your Website's Potential: Off-Page SEO Strategies
 
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfCapstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
 
leveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxleveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptx
 
Lead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeLead Generation Services-The Salesbridge
Lead Generation Services-The Salesbridge
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
HAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewHAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_Preview
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdf
 
Catalogo Benchmade 2024 con la gama completa
Catalogo Benchmade 2024 con la gama completaCatalogo Benchmade 2024 con la gama completa
Catalogo Benchmade 2024 con la gama completa
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
 

Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashlea Fortune & Zack Meszaros, OneTrust

  • 1. PANEL Digital Marketing in the New Era of Privacy & Data Governance Ashlea Fortune PRODUCT MARKETING MANAGER ONETRUST Zack Meszaros PRINCIPAL SOLUTIONS ENGINEER ONETRUST
  • 2. Proprietary This presentation includes statements relating to the business, technology, products, services and development activities of OneTrust LLC and its affiliates (“OneTrust”). While OneTrust makes these statements based on current understandings and expectations, there is no guarantee that the statements included in this presentation will remain true after the date of this presentation, nor does OneTrust make any representation, warranty or guaranty, express or implied, regarding anticipated or future technology, products, services and development activities. Digital Marketing in the New Era of Privacy & Data Governance DigiMarCon West November 2, 2023
  • 3. Proprietary © 2023 OneTrust LLC Speaker Introductions
  • 4. © 2022 OneTrust, LLC 4 Proprietary/Internal Market catalysts transforming data-driven digital marketing High-risk impacts on the business Shift to first-party data Data responsibility across systems & teams The AI takeover Privacy and governance at the forefront Reduced addressability without third-party cookies; need evolution of first-party data strategies Data duplications and disconnected systems negatively impact activation and confidence in data AI advancements have heightened privacy concerns Puts businesses at risk for data usage and impacts data lineage visibility Name Email Preferred channel Subscription data Address
  • 5. © 2023 OneTrust LLC 5 Proprietary Marketers are managing a complex regulatory landscape With more laws going into effect in 2024 and beyond Jan. 1, 2026 Indiana Consumer Data Privacy Act Jul. 1, 2023 CPA Colorado Privacy Act CTDPA Connecticut Data Privacy Act Jan. 1, 2021 CCPA California Consumer Privacy Act Dec. 31, 2023 UCPA Utah Consumer Privacy Act Jan. 1, 2023 CPRA California Privacy Rights Act CDPA Virginia Consumer Data Protection Act Jul. 1, 2024 Florida Digital Bill of Rights Texas Data Privacy and Security Act OCPA Oregon Consumer Privacy Act Oct. 1, 2024 MCDPA Montana Consumer Data Privacy Act Jul. 1, 2025 Tennessee Information Protection Act Jan. 1, 2025 ICDPA Iowa Act Relating To Consumer Data Protection DPDPA Delaware Personal Data Privacy Act
  • 6. © 2023 OneTrust LLC 6 Marketers are bracing for impact ahead of the deprecation of third-party cookies ▪ 86% of marketing decision makers rely on third-party cookies for digital marketing and advertising activities ▪ Nearly 50% believe that the end of third-party cookies will have a large financial impact on their marketing ROI ▪ 1/3 of marketers still do not have a strategy in place Source: Lytics Life After the third-Party Cookie Report, 2022
  • 7. © 2023 OneTrust LLC 7 Consent management is a cross-team collaboration Marketing Technology Data Governance Privacy Legal
  • 8. © 2023 OneTrust LLC 8 Cracks in your tech stack Data silos Data quality Data governance
  • 9. © 2023 OneTrust LLC 9 Data responsibility is the price of admission for digital relationships ₓ Profitability hits ₓ Reputation hits ₓ Organizational friction ✓ Deliver shareholder value without disruption ✓ Improve and differentiate brand equity ✓ Merge goals, processes, and budgets Reactive Proactive