Marketing privacy
MarTech is your source for marketing privacy content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Rethinking marketing’s relationship with data
Years of optimization and personalization have left marketing chasing metrics over meaning. Clean data offers a way to rebuild trust.
Why server-side tracking is making a comeback in the privacy-first era
As ad blockers and privacy laws disrupt client-side tracking, marketers are shifting to server-side methods for cleaner, more reliable analytics.
IAB Tech Lab pushes privacy standards forward with GPP and DDRF updates
The update to core privacy frameworks will help advertisers stay compliant and prepare for the next wave of state privacy laws.
Google’s Privacy Sandbox: What you needed to know, before its demise
Given the saga of third-party cookies, Google's shutdown of Privacy Sandbox last week was inevitable..
Salesforce says social engineering to blame for breaches leading to ransom demands
Salesforce said its platform wasn’t compromised, but that’s little consolation to the companies and consumers potentially impacted.
U.S. state data privacy laws: What you need to know
Updated with information on significant expansions to the Connecticut and Montana data protection laws.
Navigating the chaos of consent, compliance and customer trust in an AI world
Are your data practices keeping up with AI? We talked about proactive governance and trust at the MarTech Conference.
Why compliance can’t be an afterthought in the AI age
Personalization or privacy? Marketers need to master both. You’re invited to a free discussion where trust meets tech.
Privacy is the new currency in digital marketing
Free tools come at a price — your data. As third-party cookies vanish, marketers must earn trust through transparency, consent and real value.
Data clean rooms: What you need to know
Data clean rooms are a great solution to privacy and data sharing issues -- if you find the right one.
HubSpot’s ChatGPT connector generates excitement and some concerns
The excitement online outweighs concern, but marketers need to make sure they evaluate risk before turning AI loose on customer data.
The ultimate consent strategy to maximize customer opt-ins
Your opted-in database isn’t just a list—it’s the foundation for understanding your customers and driving revenue.
5 tips for marketers planning to evaluate B2B data vendors
Need a B2B data vendor to help with enrichment or hygiene? Review this list of five tips first.
Marketing artificial intelligence (AI)
Firefly brings AI-powered content creation into Creative Cloud and marketing workflows
The revamped platform includes the ability to use Google and OpenAI genAI models, as well as Firefly's Video model.
As Google brings back cookies, marketers stick with privacy-first strategies
The consensus among marketers is that cookies are the past, and respecting consumer privacy is the future.
Smart appliances are great for marketers, if they’re useful for consumers
They gather useful marketing data, but they must also deliver value to consumers to succeed.
The latest trend in martech M&A: Agencies buying data collaboration firms
More data means a more comprehensive view of consumers, which should lead to more effective campaigns. That’s the theory, anyway.
Personalize your marketing without compromising privacy
Future-proof your data strategies to overcome barriers to personalization and build a privacy-first marketing approach.
Adobe looks to navigate privacy and advertising with Adobe Real-Time CDP Collaboration
Adobe’s new data clean room helps advertisers and publishers protect privacy while monetizing audiences.
Optimization and personalization
How un-marketing builds trust in a world of invasive advertising
Consumers are tuning out traditional marketing. Stand out with personalization that feels thoughtful, not intrusive.
How to Leverage Snowflake and OneTrust for Consent Management at Scale
Join this webinar to learn how to maximize the value of your data for marketing, all while respecting user choice.
Did Meta just launch a CDP with Signals Gateway?
If it looks like a CDP and quacks like a CDP, it might just be a CDP. And it’s an interesting time to enter that market for sure.
Unilever’s Ben & Jerry’s campaign shows why RMNs are the future
Combining data-driven, privacy-conscious, real-time personalized advertising strategies with Foodpanda's RMN got Unilever a delicious result.
Free speech, Meta, data privacy and email: A delicate balance or a complete disconnect?
The growing divide in how to tackle moderation, misinformation and privacy regulation will have a profound impact on consumer trust.
5 essential priorities for marketers in 2025
Position your brand for success in 2025 with these marketing priorities, from smarter AI adoption to better data transparency.
Optimization and personalization
Elevate your data strategy: From cookies to universal consent and preferences
See how cookie preferences and first-party data converge to form unified customer profiles.
IAB Tech Lab releases protocol for private sharing of conversion data
IAB Tech Lab is inviting your feedback on ADMaP, a new protocol for sharing exposure and conversion data while securing privacy.
Google’s cookie pivot leaves 88% of industry in uncertainty: IAB
Google’s shock cookie shift complicates measurement, addressability and future planning for digital advertisers.
What to do when your vendor has a data breach
Last year, 61% of companies reported a third-party data breach — so it's only a matter of time until you will have to deal with one.
Meta to restrict data in Business Tools, impacting ad targeting
Data restrictions aim to enhance privacy, but may complicate ad targeting and potentially pause ads with highly targeted UTMs.
One way or another, cookies are going away
Adtech platform Quantcast is back in education mode, explaining to customers that Google has not saved cookies. They're going away and something will replace them.
Why the FTC’s stand on hashing is a wake-up call for digital advertisers
The FTC declares hashing isn't a foolproof privacy measure. Here’s what this stance means for the industry’s future.
How to choose a data enrichment solution
Do you have all the data you need? If you don't, here are the issues to look at when picking a data enrichment provider.
IAB Tech Lab expands Multi-State Privacy Agreement
The protocols and solutions developed by IAB Tech Lab to make compliance with privacy regulations easier have been expanded to cover 14 more U.S. states.
IAB releases updated IAB Diligence Platform
The platform, powered by Safeguard Privacy, will keep the adtech industry current on privacy compliance.
SCOTUS ruling makes it easier to challenge federal ad regulations
Ending a policy requiring judges to defer to regulators' interpretations makes more lawsuits a certainty and deciding those cases more difficult.
3 strategies to navigate change as digital privacy evolves
Adapt your marketing strategy to new privacy regulations and AI advancements to to stay ahead of the curve.
TikTok tightens restrictions on teen ad targeting, boosts AI transparency
TikTok now has stricter teen ad targeting rules and has also made it easier for advertisers to comply with AI disclosure requirements.
EU says Meta ad model violates Digital Markets Act
Regulators want equivalent services for people who don't want to pay for an ad-free experience or consent to the company collecting personal data.
GDPR is a help, not a hindrance, to marketing
83% of European CEOs and marketing executives say they can do effective marketing while adhering to GDPR standards.