What role can a Data Quality Scoring framework play in resolving the Identity crisis now that the world has gone cookie-less and over 80 Identity related players have launched? How can such a framework be used to increase transparency and reduce compliance risk in MarTech?

Marketers are faced with a broad array of challenges that include the increasing dominance of the walled gardens, the growing regulatory risk based on new laws from various states and countries, and the elimination of the traditional cookie-based advertising identifiers. To solve for these issues, marketers are being encouraged to leverage their 1st party data and mix it with a variety of 2nd party and 3rd party data sources to achieve the necessary scale from which to execute their campaigns.

Ad measurement firms have long preached the need for Brand Safety tools as a core pillar of digital ad campaign verification, to go along with viewability and IVT/bot detection. The ongoing evolution of privacy regulations like GDPR and CCPA have caused the entire marketing ecosystem to place a bigger focus on compliance preparation and internal documentation.

Over the course of time, cookies have become the bread and butter of the Internet. Most commonly used for identifying users online and providing a personalised browsing experience, cookies play an essential role in the machinery of digital marketing. However, not all cookies are created equally—for marketers, it is important to understand these differences in order to know how trustworthy your data is, and how relevant it is to your campaigns.

It should come as no surprise that the marketing industry is riding a wave of change. In the wake of prolific data breaches and prominent scandals, consumers are demanding better protection of their personal information. In response, lawmakers are listening, introducing expansive data privacy regulations. Marketers have had to re-assess the way we collect, disseminate, and store sensitive information—learning to put privacy at the forefront and leaving behind the insecure and invasive methods of yesteryears.