Zero-party data is the cornerstone of privacy-compliant advertising

The evolution of consumer data has revolutionized brands' understanding of their audiences, with zero-party data playing a central role in the move away from identifiers. The paradigm shift towards greater privacy has already taken place and those who settle for short-term solutions will be left behind in the long run. Brands can overcome the current advertising challenges by prioritizing consumer trust and privacy while improving the accuracy and relevance of their data. In doing so, they will also secure opportunities for sustainable growth.