"Our March 4th MarTech Conference session, "Navigating identity in a cookieless, compliant world," is designed to help you find your footing. We're moving past the "personalization at all costs" era and into a space where you can drive results responsibly and transparently. It's about proving that marketing excellence and consumer consent can - and should - live together. Moderated by Craig Schinn, co-founder and COO of Actable, this panel features experts who understand the balance between strategy and compliance:"
"Together, they'll unpack how to manage the tension between personalization and privacy, helping you move away from third-party dependency and toward a strategy rooted in first-party data and genuine value exchange. What we'll explore together: How to build first-party data strategies that actually scale across your channels. Practical tactics for identity resolution in a fragmented, privacy-first ecosystem. Ways to balance customer expectations with compliance without losing the human touch."
Digital marketing is undergoing an identity reset as privacy regulations expand and third-party cookies fade. Marketers must shift from third-party dependency to strategies rooted in first-party data and explicit consumer consent. Responsible personalization can coexist with compliance by prioritizing transparent value exchange and trust. Scalable first-party data architectures, practical identity-resolution tactics, and cross-channel consistency enable effective targeting in a fragmented, privacy-first ecosystem. Balancing customer expectations with regulatory requirements requires preserving the human touch while proving value. Marketers should adapt playbooks toward consented data, measurable outcomes, and resilient identity frameworks.
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