Build trust and connected experiences with privacy regulations and consumer consent

Presented by Treasure Data

The digital and regulatory landscape is constantly evolving, impacting marketing strategy and operations. Learn about best practices and intelligent technologies that can help you gain consumer trust and achieve your marketing goals at this VB On-Demand event.

Watch now for free on demand!

Keeping up with the evolving regulatory and digital landscape is more important than ever for marketers as hundreds of global privacy-related laws come into play, third-party cookies continue to be phased out, and government regulations are updated.

“Much of marketing relies on first-party data enrichment or segment augmentation, which will become challenging without third-party cookies,” said Helen Huang, chief product manager, security and privacy at Treasure Data. “The question is, how do I continue to meet marketing objectives in this environment?”

Alternative technologies are becoming increasingly popular, says Huang Uniform ID 2.0 (UID2), an unencrypted alphanumeric identifier created from emails or phone numbers that allows marketers to target specific consumers without compromising their privacy. There are data cleanrooms, which provide platforms with a way to collect and anonymize user information for advertisers so that they can target specific demographics without access to personally identifiable information (PII). There’s also the Chrome Privacy Sandbox, designed to protect web surfers’ identities by replacing third-party cookies with aggregated attribution and conversion data.

As the use of first-party data increases, some marketers are even reverting to old-fashioned contextual advertising, says Huang.

Huang notes that Treasure Data’s clients are focusing on driving more top-of-the-funnel engagement to grow their first-party data set. Consent is crucial in growing an addressable audience or increasing the collection of first-hand data from customers around the world. That’s the first step to building trust, which is critical to building a positive reputation for your organization. Brand trust not only increases overall goodwill in the market, but also increases the likelihood that a company will ask for consent and first-hand data. It also enables a consistent and connected customer experience, ensuring preferences are propagated across all touchpoints of the customer journey with a brand.

Part of that is being transparent throughout the sales funnel about how customer data is being used, and why, along with notice and choice every step of the way. Huang points to the use of dark patternswhich has risen since privacy regulations have become stricter.

Dark patterns, used in user interfaces to manipulate or deceive a consumer, range in level of trickery, from pre-checked subscription opt-in boxes to hidden charges that are revealed only after the user enters their personal information or a notification buries about data sharing by third parties in terms and conditions.

“Even the less disruptive practices are often frowned upon,” says Huang. “A company really needs to evaluate internally what their privacy risk appetite is, what requirements directly affect the company, where all of the consumer data it collects that way will reside, and whether it is protected.”

Ethics and honoring customer choice

The first step for any company involved in building customer trust and complying with privacy regulations is simply knowing what data it collects and what it uses that data for. What follows is baking those questions for every team and department using that data before new products go into development, and before building a new feature or collecting data for a new use.

The most important consideration is how a consumer might feel about launching a new marketing initiative or product. That’s where the issue of ethics comes in, explains Huang — a position on how deeply a company wants to embed in assessing how a consumer might respond to existing or new data practices.

“There is an operational component of tactical understanding of what we collect and what we do with it,” explains Huang. “And then from the policy perspective, take a privacy stance, as well as an ethical stance on how we operationalize and internalize those processes so that ultimately we get to the outcome of trust.”

Don’t miss this VB On-Demand event to learn more about how privacy risk policies influence consumer perceptions, how marketing strategies can build on new privacy regulations, a look at the future of digital privacy, and more!

Watch now for free on demand!


  • How accelerating market and regulatory changes will affect marketing strategy
  • How to build consumer trust and connected experiences with enterprise data management, safeguards, and a smart CDP
  • Top predictions for regulation and enforcement in 3-5 years


  • Jordan AbbottChief Privacy Officer, Acxiom
  • Helen HuangPrincipal Product Manager – Security and Data Privacy, Treasure Data
  • Victor DeiTech Editor, VentureBeat (Moderator)