Digital advertising as we know it is fundamentally changing.
Apple and Google’s moves to phase out longstanding ad targeting practices and privacy laws like California’s Consumer Privacy Act have advertisers scrambling for other ways to target and measure their ads.
Marketers, who are expected to spend $191 billion on digital advertising in the US this year, are revamping their data strategies since tracking and targeting ads with identifiable data like a person’s location or online behavior will get harder. They’re collecting first-party data like email addresses, sales data, and loyalty card programs and examining how they collect information and use that data.
Insider identified 21 advertising and marketing executives who are at the forefront of navigating these changes, whether it’s finding new ways of contextually targeting or building a new first-party database.
This list, in alphabetical order by last name, is based on nominations and our reporting.
Arielle Garcia, Chief Privacy Officer, UM
Garcia helped launch Universal McCann’s privacy practice to help clients like American Express and Coca-Cola comply with the new privacy landscape.
She set up a hub with resources like customizable privacy templates for clients, information on the latest regulations, and training courses on privacy regs for the agency’s own employees.
She’s also training UM’s clients on how the CPRA, or the 2020 California Public Records Act, impacts advertising, and is the agency’s point-person for Google and Facebook on how their changes will impact ad targeting on their platforms.
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