Much like in the kitchen, safety comes first! When concerns over consumer privacy initially emerged, no one could have imagined just how productive they would be in shaping secure data management as it currently stands.
Public opinion has continued to incentivize sweeping changes in the integration of complex, yet siloed, marketing eco-systems that protect first-party consumer data. Direct marketers immediately grasped the role of consent in unifying this data, which explains why CDPs now offer unprecedented capabilities for segmenting, analytics, and AI to collect and secure data around consumer identities. In turn, consistent consumer profiles feed a full array of marketing systems, both online and offline channels, and other touchpoints or eCommerce platforms.