Rachel Conforti and Johanna Bauman

LoopWe: Remote Leadership and the Global Workforce

The Covid-19 crisis brought about many changes around the world, including a massive shift in corporate work life. Before the pandemic, working from home was considered a perk, and almost an incentive. Nearly three years later, remote and hybrid work has become the new normal. And just as workstyles have changed, so too have employees’ preferences and expectations.  

While working from home has allowed employees more flexibility and freedom, it has also come with significant challenges, especially for team leaders. Last week, Johanna Bauman, CMO at PubMatic, sat down with Rachel Conforti, SVP of Marketing at LoopMe, for our next edition of LoopWe, Remote Leadership and the Global Workforce

Whether you’re a new leader or you have years of management experience, managing a team remotely can feel overwhelming. An added layer of complexity is added when some – or most – employees begin returning to hybrid in-office schedules. Here are some of the biggest challenges and tips on how to overcome them:

Onboarding: Be prescriptive yet adaptable with onboarding plans to provide clarity and alignment on expectations. Make sure new starters know who to meet with in their first days and weeks to jumpstart their training even if you are not physically together. Create 30-60-90 plans so new employees know what projects to focus on, and then check in regularly and adjust as needed. It’s also a good idea to assign each new member a “buddy” (often someone on another team), whose personalities or interests align. This buddy can help create another touchpoint and connection within the org, and also teach them about company culture. Johanna also recommends investing in a learning and development system so new hires have access to all of the materials and training they need, and can consume the content on demand on their own timetable (PubMatic uses Mindtickle). 

Communication: Being a remote manager means building a system that balances trust and support for your team. Be transparent and thoughtful when it comes to communicating, and focus on documenting key actions and next steps. Remember that not everyone needs to be in the meeting, but they do need an opportunity to provide input and feedback on what was discussed, so pre-reads and follow-ups are crucial. This is even more important when managing international teams and juggling time zones. And similarly, especially when remotely managing a team that is physically together, managers should accept that discussions and brainstorms will happen without them there, and need to trust their teams to follow the same best practices of inclusive communication.  

Culture & Experience: Evangelize company mission and goals, and communicate them clearly. It’s easy for remote workers to feel disconnected from the company culture, so priority must be placed on solving for that. Hosting virtual or in-person team offsites at least once a year can help employees understand the company’s vision and more importantly connect to one another, which will keep motivation high. If hybrid employees are in the office, plan a casual happy hour or provide lunch to encourage face to face time. It’s also important to emphasize the ongoing importance of work/life balance. Make sure employees still feel comfortable needing to pause work to run an errand, exercise, or pick up their kids from school. 

As companies are figuring out how to work in a post-pandemic environment, it’s clear that remote and hybrid work is here to stay for the near future. The pandemic has resulted in a revolution in how we work, and like all revolutions, these work styles are still difficult to navigate. However, companies have found success in utilizing both options and will continue to be a work in progress as this becomes the new normal. 

 

LoopMe Gives Back with SuitUp

Last week, LoopMe was delighted to partner with SuitUp for the second consecutive year as part of “LoopMe Gives Back” CSR efforts. 

SuitUp’s vision is to align the incentives of schools and corporations to ensure that all students have the access and awareness to pursue the college and career of their choosing.

Through SuitUp, LoopMe participated in a business competition with high school students from Abraham Lincoln High School in Philadelphia, and had the opportunity to coach a team of students to solve a problem for a real brand. This included 3 sessions over Zoom – all over the course of one week.

During the final session, each team presented their campaign ideas to a panel of judges, which was composed of some of the LoopMe executive team, as well as members from Carat, OMD and Pepsi. 

“SuitUp is was such and exciting and inspiring experience. The students were so enthusiastic and the positive can do energy was so great to watch As a coach, I enjoyed it just as much as the students, it was amazing to see them shine” – Jillian Staffan, LoopMe Coach 

Not only did the LoopMe coaches thoroughly enjoy their SuitUp experience, but we received some great feedback from the students as well: 

“Thank you for being here, we cannot thank you guys enough for taking time to give us this experience!” – Student

“I wanted to thank our coaches…we were strangers at first but they were so nice and gave us such good advice. It was so easy to talk to them and get to know them.” – Student

“This was such a great experience using my voice for something I care about and having my coaches support me.” – Student

Each team did an amazing job, but in the end Team 3 won it all. We are so proud of all of these students and can’t wait to “suit up” again!

LoopWe: The Magic of Mentorship

In an ever-changing ad tech space, many of us are continuously seeking to develop new skills, learn new things, and challenge ourselves in our careers. However, this can feel overwhelming and few know where to start. 

Having the right mentor is one of the most valuable and effective career development opportunities. Some important benefits include an increase in self-confidence, exposure to new ways of thinking, and support in networking. This week, we were thrilled to welcome Marni Gordon, Senior VP of Partnerships at the ANA Educational Foundation to our next edition of LoopWe, “The Magic of Mentorship”. 

Marni is passionate about helping others with career and leadership development, and has been a mentor for over 15 years. 

Marni sat down with Rachel Conforti, SVP of Marketing at LoopMe to share her knowledge and provide tips to those exploring mentorship. Here are a few key takeaways:

  • What is a mentor? Mentors are usually an experienced individual who shares knowledge, experience, and advice with a less experienced person, or “mentee.”  This person will share advice, help you network, provide support in finding new opportunities, and help navigate challenging situations such as transitioning to a new role or taking on a major goal. It’s important to remember that a mentor differs from a coach. Coaches partner with their clients to ask powerful questions to help them develop their own key insights, action plan and accountability based on the client’s agenda.
  • When is the right time to seek a mentor? The time is now! It is strongly recommended to have a general idea of short and long term career goals, as this will make it easier to find the right mentor. 
  • How to find a mentor: Finding a mentor program is easy! Here are a few ways to find the right mentor:
  1. Contact career development centers at universities you’re interested in, or have attended.
  2. Reach out to your network. Seek out individuals in your industry who are currently in a role you wish to be in in the future. Linkedin is a great place to start! 
  3. Approach your industry trade association. Connect with a member representative to see if they have a mentoring program you can participate in.

Interested in learning more? Check out Career Chat with Marni, a complimentary bi-monthly newsletter with easy-to-read tips and actionable advice for marketers on ways to take your career to the next level and how to master the art of networking. 

 

LoopWe: How to Attain and Maintain a Positive Work/Life Balance

Here at LoopMe, we recognize the importance of gender equality and diversity in the tech industry. This year, we are proud and excited to launch LoopWe, (LoopMe Women Empowerment) a series of interactive and engaging masterclass workshops on topics to equip employees with practical advice and actionable strategies to support career development and the development of our teams.

Last week, we had the pleasure of hosting our first in-person LoopWe session at the NY office. Amanda Forgione, VP of Marketing at The 614 Group joined LoopMe’s SVP of Marketing, Rachel Conforti for an intimate discussion on work/life balance, finding time to learn, growing your career, and maintaining a healthy lifestyle balance.

Here are some of the key takeaways:

  • Make time to network. Join local networking groups such as She Runs It, 212NYC, CIMA, ThinkLA, and others.
  • Regularly set aside time for activities & hobbies that you enjoy. 
  • Take care of your mental health. If you feel overwhelmed or constantly stressed, share these concerns and prioritize projects with your manager. 
  • Take breaks! Whether it’s to eat lunch, get some fresh air, meditate, or simply take your eyes off of a screen for a few minutes. 
  • Make quality time true quality time. Unplug and sign offline when you need to focus on family or friend time. 

Balancing your professional and personal life can be challenging, but learning to do so will reduce the risk of burnout and will increase productivity and happiness overall. 

If you are interested in being a LoopWe guest speaker, or want to learn more about this initiative, feel free to contact marketing@loopme.com.

Ukraine flag with LoopMe logo

We have been saddened and shocked by the terrible conflict in Ukraine. Our thoughts are with the people of Ukraine and we will continue to do everything we can for our team and their families. 

With the evolving situation in the country, we want to take a moment to share with you how we are supporting our colleagues who are based there.

Our immediate priority is their health and safety. We are closely monitoring the situation and have plans in place to support them should their well-being come into question. We have opened an office in Krakow, Poland and in the west of Ukraine and will support anyone who wishes to move to either location.

With the help of our technical colleagues and contractors throughout the world – including Ukraine, the UK, Bulgaria, Singapore, and the United States – we continue to operate our core products and services without disruption. We operate a cloud-based data provider network in EU, US and Asia with dedicated servers in a data center in Germany. All customer data continues to be secure.

 This is a challenging time for all Ukrainians, including our team. We’re supporting local humanitarian efforts and join all of those calling for a swift and peaceful end to hostilities. 

If you wish to offer support, we have set up a donation page here that provides help directly to our Ukraine office and to other local resources. The Red Cross Ukraine donation page is available here.

We appreciate your business and your support for our team during this time.

The LoopMe Team

Apple’s Private Relay Announcement and What it Means for LoopMe Customers

Apple is rolling out new privacy controls as part of a larger initiative to provide its customers with a choice in identity protection. However, this poses some challenges to digital marketers who have relied on proven methods for email marketing and retargeting.

LoopMe is 100% committed to serving its customers and providing sophisticated technology solutions that adhere to the changing market conditions, while still reaching the right audiences for our customers. Our 100+ product and engineering teams have been diligently working to ensure our products and services are equipped with the proper tech solutions to thrive no matter how the digital landscape evolves.

In the recent news regarding Apple’s IP obfuscation, we wanted to provide some context on what this means for our clients and LoopMe’s solutions. We are closely monitoring Apple’s plans and how Private Replay will be rolled out. 

While we can’t predict how this will impact our industry as a whole, we do know every company in the ecosystem will have to make changes to how they do business. 

We believe that companies WITHOUT AI-powered, multivariate optimization techniques, will struggle to overcome the identity obfuscation initiatives such as this update from Apple. 

LoopMe has a patented AI platform — leveraging millions of data points for media optimization — that adapts and learns at scale on how to deliver effective media performance for the given advertiser goals, still maintaining a privacy-first compliant solution. LoopMe does not rely on one identifier or parameter for its optimization but rather leverages a multivariate approach for optimization, which means the loss of one identifier or data source is not critical to performance. 

When we tested against IDFA and Google IDs being removed, we found our AI-powered models were 96% effective at serving our customers’ needs. We feel strongly that we’re in the best position to thrive in this era and have scalable technology to adapt to market changes.

The use of AI in media delivery puts LoopMe in the best position to address clients needs, provide effective media performance for brand outcomes, and power campaign optimizations regardless of the changes companies like Apple or Google make to their tech stacks.


LoopMe’s in-flight optimization from its PurchaseLoop suite won’t be affected by this change due to our ability with machine learning and artificial intelligence to find alternative attributes outside of IP that will infer optimization needs.

You can read more about how this impacts the industry as a whole from the IAB Tech Lab’s blog here.

 

How AR Gives Ads New Purpose

Ahead of joining Brand Innovators panel discussion on Collaborative Advertising: How AR Gives Ads New Purpose, last week LoopMe surveyed over 2,300 U.S. consumers and asked about the value of interactive, immersive advertising experience.

Nearly 20% of consumers say they’re more likely to pay attention to interactive ads with 2/3’s of them remember seeing ads while playing games on their mobile devices. So awareness of ads are high but the majority of consumers have not engaged with an AR ad — not surprising since we don’t see many brands really tapping into this yet.

Interestingly though, a quarter of consumers would have a better attitude of ads if they were more engaging and almost 40% of consumers may find it useful to use a virtual first look for products.

This is a huge opportunity for brands to reach consumers in a more meaningful memorable way.

Q1: Have you seen ads while playing games on your phone or tablet?

2/3 of consumers have seen ads while playing mobile games.

Q2: Are you more likely to pay attention to ads that offer interactive components?

20% of consumers say they’re more likely to pay attention to interactive ads.

Q3: Would you feel better about ads if they were more engaging?

1/4 of consumers would have a better attitude of ads if they were more engaging.

Q4: Have you ever engaged with an ad using your camera or augmented reality?

The majority of consumers (94%) have not engaged with an AR ad using their camera.

Q5: Would you find it useful to shop for a product if you can use the ad to create a virtual first look?

Almost 40% (39.5%) of consumers may find it useful to use a virtual first look for products.

Contact Us to find out more about LoopMe.

 

Advertising in a Post-IDFA World: LoopMe’s Data Advisory Board Identity Series

Part 3 of a 3 part series that dives into the opportunities and challenges pertaining to the removal of persistent IDs in digital advertising featuring LoopMe’s Data Advisory Board members.

Privacy is at the forefront of digital advertising, and in recent weeks, the focus has been escalating as companies are planning to make significant changes to the use of persistent identifiers in digital advertising.

In a recent press announcement we shared details of the company’s tech performance with ALL persistent identifiers removed, including Apple’s IDFA, Google’s Ad ID and third-party cookies. We have been preparing for the changes by testing our system’s ability to adapt and perform without these specific attributes and ran scenario testing that surprisingly revealed that our AI-powered predictive models retain 96% of their previous effectiveness, giving us further confidence in LoopMe’s ability to deliver lift across campaigns while the industry undergoes these technical changes.

We also took this opportunity to sit down with LoopMe’s Data Advisory Board, including Greg Coleman (Chairman of LoopMe board and former President of Criteo and Buzzfeed), Wenda Harris Millard (Vice Chairman of MediaLink), John Montgomery (Executive Vice President of Brand Safety at WPP’s GroupM), Rishad Tobaccowala (former Publicis CGO), Eric Eichmann (Spark Networks CEO, former Criteo CEO), Iain Jacob (CEO, Chair, NED), Lynda Clarizio (former President, Nielsen US Media), Mainardo de Nardis (former OMD CEO) and Wanda Young (CMO at Samsung Electronics America) to have a discussion about the future of digital advertising in a privacy-centric world.

Moderated by LoopMe’s CEO and founder Stephen Upstone, we’ve launched this three part series that will answer questions about the impact of digital advertising on marketers, consumers and how we’ll all navigate the post-IDFA world.

Q: What impact will these changes have on measurement and attribution?

Wenda: 

Measurement and attribution is one of the most important areas that need to be addressed in a post-IDFA world.  Without a privacy-centered set of technologies that protect the consumer, we’ll see certain current attribution models weakened, meaning we’ll see a decrease in campaign performance.  Fortunately, there are companies like LoopMe that are way ahead of the game on this, having taken an integrated approach to measurement using AI and multivariate data analysis.

Mainardo: 

Wider, smarter, holistic approach to measurement & enhanced mix modeling. More complex decisioning process. Finally reaching beyond digital.

John M

These changes make it more challenging for companies (agencies, marketers and research companies) that use 3rd party data to measure media performance and attribute impressions to the most effective media. If not addressed these changes could make digital effectiveness more difficult to define.

Lynda:

These changes will make measurement and attribution a more complex, challenging task as there will need to be greater reliance on numerous, disparate data streams and the ingestion and integration of these data streams at high volume and at scale. 

Iain:

Measurement and attribution are entering a new era of maturity that can deliver powerful competitive advantage. To win requires powerful data science capability and the ability to deploy sophisticated AI to predict and optimise real business outcomes. To date, much measurement and attribution has in reality confused correlation with causation and led to poor decisions.

Q: What are the impacts to consumer experience?

John M

Unless alternative methods of targeting and managing frequency are used, consumer experience could be negatively affected. Users do not want to see irrelevant ads at an unmanaged frequency level. This will only undermine the quality and trust of digital advertising as a medium.

Mainardo

Enhanced. Relevant. Safer.

Wenda

Initially, before marketers discover some of the new and best tech companies addressing the targeting issue without the use of cookies and other identifiers, the consumer may experience advertising that is less relevant to their needs and interests.  That leads to less effective campaign performance and therefore lower ROI on advertising investment.  In short order, though, I think that as advertisers and their agencies discover the power of LoopMe and others providing quality solutions to the issue, we will see better and better performance and a more trusting, loyal consumer.  And that, of course, translates to better financial performance.

Iain:

Consumers don’t care about advertising, they don’t generally ‘seek out’ relevance, the vast majority of advertising’s impact comes from subconscious processing and emotional appeal. This is why use of data has to be way smarter at matching media and creative deployment to valuable business outcomes such as building brand equity.

Read Part 1 here and Part 2 here of a 3 part identity series.

 

Advertising in a Post-IDFA World: LoopMe’s Data Advisory Board Identity Series

Part 2 of a 3 part series that dives into the opportunities and challenges pertaining to the removal of persistent IDs in digital advertising featuring LoopMe’s Data Advisory Board members.

Privacy is at the forefront of digital advertising, and in recent weeks, the focus has been escalating as companies are planning to make significant changes to the use of persistent identifiers in digital advertising.

In a recent press announcement we shared details of the company’s tech performance with ALL persistent identifiers removed, including Apple’s IDFA, Google’s Ad ID and third-party cookies. We have been preparing for the changes by testing our system’s ability to adapt and perform without these specific attributes and ran scenario testing that surprisingly revealed that our AI-powered predictive models retain 96% of their previous effectiveness, giving us further confidence in LoopMe’s ability to deliver lift across campaigns while the industry undergoes these technical changes.

We also took this opportunity to sit down with LoopMe’s Data Advisory Board, including Greg Coleman (Chairman of LoopMe board and former President of Criteo and Buzzfeed), Wenda Harris Millard (Vice Chairman of MediaLink), John Montgomery (Executive Vice President of Brand Safety at WPP’s GroupM), Rishad Tobaccowala (former Publicis CGO), Eric Eichmann (Spark Networks CEO, former Criteo CEO), Iain Jacob (CEO, Chair, NED), Lynda Clarizio (former President, Nielsen US Media), Mainardo de Nardis (former OMD CEO) and Wanda Young (CMO at Samsung Electronics America) to have a discussion about the future of digital advertising in a privacy-centric world.

Moderated by LoopMe’s CEO and founder Stephen Upstone, we’ve launched this three part series that will answer questions about the impact of digital advertising on marketers, consumers and how we’ll all navigate the post-IDFA world.

Q: What are the main priorities for advertisers to align with these identity changes?

John M

The priorities don’t change. Marketers must get the right message in front of the ideal consumer the right number of times (and in the appropriate environment). The priority for marketers is to find other ways of identifying users who are most likely to buy, be that through AI-driven predictive modelling, contextual targeting or to focus on better creative quality in digital advertising (great creative advertising remains one of the best segmentation tools available to marketers).

Wenda

Marketers and their agencies need to work together to ensure that consumers’ privacy is protected, while at the same time developing new ways to target the consumers who are most likely to buy their goods and services.  We will need to create industry standards for acceptable ways to reach these consumers in a post-IDFA world, and that includes vetting safe new technologies that earn desired results with anonymized data.

Mainardo: 

They need to make sense of their first party data strategies, to have a clear understanding of the importance of content and the knowledge that creative intelligence allows. They need to be ready for constant adaptation to change. Having a holistic market view and focus on business KPIs.

Lynda:

In addition to the comments from my esteemed colleagues, I’d like to add that brands need to demand independent measurement of the business outcomes they seek to achieve from their marketing.  Brands cannot rely on the large digital media platforms to measure themselves without third party verification.

Iain

The main priority for advertisers is to take control of their data strategy and be smart in choosing data suppliers and partners that genuinely build the advertisers’ capability.

Q: Why is there such a heightened scrutiny on consumer privacy?

Wenda

It’s been building for a long time, but consumers’ awareness of the issues has been heightened recently by the number and scale of data breaches that have “hit home” with them personally, whether the breach happened at their banking institution or a favorite retailer.  Stories about hacking and foreign interference in our politics have been front-page news these last few years, creating genuine fear and concern for all — for consumers, for businesses and for government.

John M: 

This is a complex confluence of events. Consumer’s data has been misused for too long and that has caught the attention of the legislators and the press. There has been active publicity about data breaches and data misuse (e.g. Cambridge Analytica) and 3rd party cookie data has been conflated with more serious data infractions such as these. In addition, the large platforms have identified the heightened awareness around privacy as an opportunity to position themselves as privacy friendly “owners” of data by securing permission from their billions of users.

Mainardo: 

Privacy matters. It’s all about trust. And trust and reputation drive growth.

Lynda:

We have reached a tipping point.  There has always been scrutiny but it has been heightened by multiple data breaches and increasing abuse of consumer trust in connection with how consumer data is used to target advertising and to proliferate disinformation, hate speech and other harmful content.  

Iain:

Privacy sits at the heart of trust. Lack of consumer trust is a brand and company killer. It may take a while to hit the bottom line, but with damaged trust you cannot have a sustainable business, period.

Read Part 1 of a 3 part identity series here

 

Advertising in a Post-IDFA World: LoopMe’s Data Advisory Board Identity Series

Part 1 of a 3 part series that dives into the opportunities and challenges pertaining to the removal of persistent IDs in digital advertising featuring LoopMe’s Data Advisory Board members.

Privacy is at the forefront of digital advertising, and in recent weeks, the focus has been escalating as companies are planning to make significant changes to the use of persistent identifiers in digital advertising.

In a recent press announcement we shared details of the company’s tech performance with ALL persistent identifiers removed, including Apple’s IDFA, Google’s Ad ID and third-party cookies. We have been preparing for the changes by testing our system’s ability to adapt and perform without these specific attributes and ran scenario testing that surprisingly revealed that our AI-powered predictive models retain 96% of their previous effectiveness, giving us further confidence in LoopMe’s ability to deliver lift across campaigns while the industry undergoes these technical changes.

We also took this opportunity to sit down with LoopMe’s Data Advisory Board, including Greg Coleman (Chairman of LoopMe board and former President of Criteo and Buzzfeed), Wenda Harris Millard (Vice Chairman of MediaLink), John Montgomery (Executive Vice President of Brand Safety at WPP’s GroupM), Rishad Tobaccowala (former Publicis CGO), Eric Eichmann (Spark Networks CEO, former Criteo CEO), Iain Jacob (CEO, Chair, NED), Lynda Clarizio (former President, Nielsen US Media), Mainardo de Nardis (former OMD CEO) and Wanda Young (CMO at Samsung Electronics America) to have a discussion about the future of digital advertising in a privacy-centric world.

Moderated by LoopMe’s CEO and founder Stephen Upstone, we’ve launched this three part series that will answer questions about the impact of digital advertising on marketers, consumers and how we’ll all navigate the post-IDFA world.

Q: In light of recent announcements, what is your perspective on how the industry will navigate a post-IDFA world?

Wenda

The good news is that this is not a new issue for technology companies, publishers and most marketers. There has been a lot of conversation and press about this, resulting in a variety of new developments in how best to protect consumer privacy while still moving businesses forward by meeting their marketing objectives.  I think we can expect to see innovation in many areas, including measurement.

Mainardo

I see confusion and denial, over a longer period of time while we live through a hybrid phase — cookies are not all disappearing tomorrow. Some very different contracting opinions. It will take some time to spot the opportunities. Some will do better than others in an increasingly competitive scenario.

John M

This will necessitate a changed perspective on behavioral targeting which has driven digital marketing for the last 15 years.

Lynda:

In the short term, there will be disruption for sure as the industry has become over-reliant on IDFA and cookies for targeting.  In the longer term, the industry will emerge stronger as this will spur innovation in measurement in a manner that better protects consumer privacy.

Iain: 

Recent developments around IDFA and third-party cookies have confirmed to brand owners that they need to take control and responsibility for their data strategies and how consumer data is being used on their behalf. Likewise, reliance on reported data from walled gardens is at best problematic. Advertisers need to increasingly work with smart providers that can build their insight and predictive capability, not just in lower funnel metrics, but in brand building and the development of valuable business outcomes.

Q: Who will ‘win’ and what’s at stake?

Mainardo

The winners will be those who better understood what was coming, and when. Those who had a wider spectrum instead of a narrow approach, however deep it may have been. And those who understand the importance of creative intelligence and the need to optimize content, not just audiences, while other signals are already diminishing.

Rishad: 

The ability LoopMe has to automatically learn in-flight, reacting to a changing environment and matching advertising creative to current consumer behavior, is not the norm for advertising today, and would be difficult to recreate. The LoopMe platform works by having 1,500 algorithms (including some of the latest deep learning models, built and updated by the data science team of over 25 people) competing with each other on every campaign, automatically swapping to the best performing algorithm every 10 minutes, based on live data, which is measuring results against that campaign outcome. You have a real time data infrastructure, built and honed over years, and with all the data from prior campaigns, which is making decisions at quickly (<5ms) and at scale (millions per second). Moreover, your tech and methodology means you are in a great place to not only survive the demise of personal identifiers like IDFA and the associated moves to improve personal privacy, but it gives you long-term stability to adapt to the new way of working in this ecosystem. I think you have a long runway of growth ahead of you. 

Wenda: 

Those companies that provide full transparency for both consumers and businesses will be winners. That will require a cooperative effort to help educate everyone — consumers, businesses and government — about the difference between personalized and privacy-safe anonymized data and why it matters.  Ultimately, everyone is a winner.  Marketers will gain heightened levels of consumer engagement and trust, yielding better financial results and longer-lasting relationships with their customers.

John M: 

The most obvious winners are the companies that have the strongest first party relationships with their direct customers and of course the platforms that have been securing agreement from their users to use their data.

Lynda:

The winners will be those that can dynamically leverage and aggregate first party data in combination with anonymized third party datasets and real-time survey and other opt-in data — and, as Wenda says, doing this in a manner that provides full transparency for brands and consumers alike.

Iain:

In this new world those that have the ability to build better understanding and predictive capability around brand development will win. Businesses that can take multiple streams of data signals and use powerful AI techniques to learn, optimise media and develop more effective advertising content as a consequence, will prevail. However, this is easier said than done and in a world of overclaim advertisers need to choose their partners very smartly.