Having ... an idea what [kind of] data you want to use or not use is going to be very important. The more honest conversations that a brand can have with consumers and with its customers - on what you're doing and why you're doing it - creates a sense of trust between the brand and the consumer. And that will encourage consumers to share more with brands that are doing that.
Activating on that data begins with gaining a deeper understanding of it, ... As the amount of first-party data and deterministic datasets gets smaller and smaller ... [it's important] for brands to p
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