Whitepapers

How to build a marketing technology stack that is privacy first and future ready

In partnership with Mediarithmics

How marketers collect and process personal data has changed significantly. Marketers and their digital marketing technologies use personal data, in the form of cookies and device IDs, to identify specific audiences, frequency cap, personalise ads, and attribute success.

New legislation and subsequent restrictions within online environments, such as browsers, have limited the personal data available to marketers. Further legislation and browser restrictions will fundamentally change the way personal data is collected and processed within digital marketing.

This whitepaper, written by TPA Digital and mediarithmics, explains the impact of privacy on marketing technologies and explores how marketers can approach these challenges alongside their technology partners.

Contents

  • Wayne Blodwell and Lloyd Greenfield, from TPA Digital are joined by Phil Raby, General Manager UK of mediarithmics to preview three key sections of the whitepaper in the videos below.

  • The significant changes to user privacy in digital marketing

  • How changes to user privacy affect digital marketing

  • How advertisers can prepare for marketing in a privacy-first ecosystem

The significant changes to user privacy in digital marketing

In this video, Wayne and Phil outline the specific changes to user privacy that impact digital marketing.

They discuss the GDPR, the need for user consent and the actions browsers have taken to restrict user tracking across domains.

How changes to user privacy affect digital marketing

In part two of this video series, Wayne and Phil discuss the specific impact of privacy changes on key marketing use cases. Specifically how they affect marketing inside and outside of closed ecosystems.

They also outline the importance of first-party data and some of the solutions that assist advertisers in a privacy-first ecosystem.

How advertisers can prepare for marketing in a privacy-first ecosystem

In this final video, Wayne and Phil outline the steps that advertisers can take to ensure that their tech stack is future-ready.

They discuss the role of technology in facilitating privacy-first marketing and how marketers can build their action plan.

Download the whitepaper

Download the full whitepaper to discover how you quantify the impact of privacy legislation and tracking restrictions on digital marketing. Leverage our action plan to ensure your tech stack is privacy-ready.

Enter your details in the form below to access the whitepaper. 

By opting-in, you consent to your personal data being used for marketing purposes by TPA Digital and mediarithmics.

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