As people become ever more wary of who is collecting their data and how it is used, brands are increasingly leveraging their existing relationships with customers and using first-party data to glean insights into consumer behaviour.
The ‘meta’ 2022 trend will be the move from big data ad targeting to consent-driven personalisation, and there will be an increasing shift of focus for brands all along the supply chain to bring consumer learnings in-house to power strategic decision
