Ad Tech and Privacy

Street Fight’s February Theme: Personalization and Data Parties

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The martech industry has been having an intense conversation over what level of personalization is appropriate, effective, and feasible and how companies should collect data to drive that customization. This month, Street Fight will focus its coverage and opinion columns on personalization and the various kinds of customer data as determined by degrees of proximity to the consumer.

Here are some of the major topics we’ll cover:

  • What is personalization, and where is the practice headed?
  • How is attention to data privacy changing marketers’ understand of personalization?
  • What does personalization have to do with multi-location marketing? What are best practices?
  • What is zero-party data? Does or should it exist? Is it actually an improvement on first-party data?
  • What is the future of third-party data? Will it disappear? Evolve? Are marketers who say they can do without third-party data playing a game of smoke and mirrors?

In addition to bylines (guidelines here), we’ll also accept contributions of up to 300 words to be included in a couple of personalization and data party roundups. Please direct all editorial inquiries to me at [email protected].

A word of advice to contributors: Contributions should not be thinly veiled sales pitches. Keep it smart and not salesy, dear reader. That’s how you write strong tech thought leadership.

Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]