Martech/adtech and the advertisers they support need to start co-managing building "trust arks" not just to survive the deluge or comply, but to seize what is just on the horizon: real, connected, fair engagement and value-exchange. 2
Harden the data ecosystem with demonstrable artifacts. 2
Commit to fairness and real value exchange. 2
Give real meaning to existing business customer relationship. 2

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