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Joe Stapleton talks about how privacy regulations are reshaping digital marketing, why first-party data is the future, and how organisations can enforce data governance across complex systems.
The marketing landscape is undergoing a transformation. With 75% of the world now under modern data privacy laws and big tech tightening data access, brands are being forced to rethink how they connect with customers.
As traditional cookies and third-party data fade, organisations are turning toward first-party data strategies, building direct, trust-based relationships with customers. This approach not only ensures compliance but also enables more personalised and meaningful customer experiences.
“We’re starting to reach out to customers directly. Capture their information so they’re able to curate their own marketing journey. Now, that could be things like providing an email address… getting a choice from that customer around the product of interest. The channel that they expect to get that information, or even the frequency of events,” says Joe Stapleton, Strategic Offering Executive, EMEA, One Trust.
Top Insights from Joe Stapleton:
- The tightening of privacy regulations and declining reliability of third-party signals are driving a fundamental shift toward first-party data collection as the core of modern marketing strategies.
- Successful first-party strategies rely on direct engagement—capturing customer preferences like product interests, communication channels, and frequency—to create personalised and compliant marketing journeys.
- Managing privacy compliance requires centralised systems that enforce consent across multiple tools—from CRMs to CDPs—ensuring governance, reducing risk, and maintaining customer trust at scale.
Watch the full interview here.
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