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.

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

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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

10. Proprietary
© 2023 OneTrust LLC
Q&A