Paulina Díaz: Zero-party data is the key to privacy-friendly advertising

Zero-party data offers great opportunities but also requires ethical and responsible use. Companies must follow rigorous standards, ensuring robust security measures, full transparency about data use and respect for privacy preferences. It is crucial to offer opt-out options to those who do not wish to share their data. Improving responsible data management will foster a healthier advertising ecosystem, balancing privacy with more accurate and sustainable targeting. Zero-party data provides detailed insight into target audiences and, combined with other targeting methods, optimizes ad relevance.