In an op-ed for AdExchanger's "Data-Driven Thinking," Blue 449 Vice President of Digital Investment Scott Martino writes that direct-to-consumer brands are seeing growth based on commitments to privacy and open lines of communication. "The critical element to success, not just in the DTC world but in the data sharing and utilization space, is that reciprocity," Martino writes. "And this is where the advertising and marketing industry failed." Martino says that "a good, direct relationship with the consumer" is key with companies dropping third-party tracking from their practices. Martino highlighted Google's recent privacy upgrades, noting that "developers that work to establish good relationships with their customers will be the ones that succeed in this new world of tracking and utilization."
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