Consumers are increasingly concerned about how their personal data is being collected and used. Meanwhile, a lack of global and federal privacy regulation is causing Big Tech to take matters into its own hands by sunsetting legacy digital identifiers. Although these changes promise chaos for unprepared brands, others recognize the opportunity to reset their relationships with their most treasured asset—the consumer.

In this brave new world, where each consumer is their own Chief Data Officer, trust is the new currency. And to succeed, brands, marketers, agencies and technology companies will need to foster the exchange of this currency by preserving customer data dignity without sacrificing personalized, meaningful experiences.

As third-party cookies and Mobile Advertiser IDs (MAIDs) disappear, how can we build resilient, future-proof organizations? We can start with an enterprise-wide data strategy built on three pillars:

• 1st-Party Data & Consent Orchestration
• Data Architecture Modernization
• Omnichannel Activation

Now is the time for advertisers to embrace the principles behind these pillars and prepare for the inevitable convergence of MarTech and AdTech in our post-cookie world.