The marketing and advertising technology industry is in a crucial moment, according to Macy's CPO, VP, Enterprise Information Management and Privacy Michael McCullough. With privacy laws popping up around the world, marketing professionals need to be prepared for the requirements they must face. "Martech/adtech and the advertisers they support need to start co-managing building 'trust arks' not just to survive the deluge or comply, but to seize what is just on the horizon: real, connected, fair engagement and value-exchange," McCullough writes.
Full Story