Eye on the Industry

Brands have many opportunities to gain insight into their customer base through online and offline interactions, but this data is often siloed, leaving gaps in your understanding of existing and potential customers.

Data onboarding help to fill in the gaps and unlock opportunities for reaching new customers. With the support of a privacy-compliant data partner, you can find new clients more easily and then tailor experiences to their unique needs and preferences.

In recent years, data privacy has become an increasing point of focus for governments and businesses around the world. Strong legislative efforts like the EU’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have fundamentally changed the way brands collect and use customer data.

Eyeota is a registered vendor with the IAB Transparency and Consent Framework, version 2.0. 

Marketers are using more location data than ever, but consumer privacy concerns and an evolving landscape have raised new challenges. Marketers must be more transparent and thoughtful about collecting and using geolocation.

eMarketer interviewed several industry luminaries including Jill Orr, COO at Eyeota, to uncover how marketers are using location data, how location data quality has evolved, consumer attitudes toward sharing location data, and how the advertising industry reacted to GDPR.