In this insightful discussion, Alexandra Theriault, Chief Growth Officer at Lotame, navigates the complex landscape of data privacy as third-party cookies phase out. She explores the challenges marketers face in user tracking and the push for personalized advertising. Alexandra emphasizes the need for brands to build direct relationships with consumers while adopting innovative data collection methods. The conversation highlights the vital role of first-party data and the evolving responsibilities of CMOs in adapting marketing strategies for a privacy-driven world.

Alexandra Theriault, Chief Growth Officer at Lotame, dives into the rapidly changing data landscape as third-party cookies fade away. She explores innovative data collaboration strategies, emphasizing the importance of merging first-party data with external partners. The discussion highlights challenges like data balkanization and the need for secure environments for effective data sharing. Alexandra explains how brands can utilize complementary data sets to improve marketing efforts and drive innovation, all while navigating complex regulations.