Echo Sandburg, Chief Brand Officer at CP Skin Health Group, dives into the evolving landscape of data and targeting strategies. The conversation highlights how Google's shift away from cookies is prompting brands to adopt first-party and zero-party data for better customer insights. Sandburg discusses the significance of integrating customer data while battling silos and fragmentation. The duo also explores how generative AI is reshaping marketing analytics and contextual advertising, ensuring brand safety amid rising privacy concerns.