Author: Scott R Turner

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.
From MarTech Today:

Lotame’s prep for GDPR highlights big changes in data management
Dec 19, 2017 by Barry Levine
There’s tracking consent, providing data access and minimizing liability. Plus there’s the pending ePrivacy Regulation.
Equifax and beyond: How data breaches shaped 2017
Dec 19, 2017 by Robin Kurzer
Could this be a turn
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As data management platform (DMP) Lotame gears up for compliance with the upcoming General Data Protection Regulation (GDPR), some of the far-reaching changes are coming into focus.

First, there’s the matter of tracking consent by users across what General Counsel and VP of Global Privacy Tiffany Morris calls “the chain of custody.” This reaches from the time the user’s data is generated or collected at, say, a publisher’s website, through the various ways in which the data is use
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With so much data being collected, stored and used, it was inevitable that breaches would be on the rise. The year 2017 saw more personally identifiable information (PII) exposed through malicious intent than ever than before.

Equifax and Yahoo led in the headlines, but there were many other notable breaches. As we look back, let’s see what we can learn from them.

Equifax makes all the headlines

Attackers hit more than 145 million Equifax customers this September. They stole names,
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The revolution in customer relationship marketing (CRM) continues with an exponential increase in the points of data available to leverage for marketing. Data is more robust, measurement tools are better, and channel capabilities are improving — not only on their own, but also in their ability to orchestrate marketing across channels. All of this is great for the industry, and it is driving investment in new marketing stacks.

When I talk about a marketing stack here, I don’t mean that
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Lotame Ignite APAC Conference 2017: The Current State of Data in Video Advertising Across Asia, brought to you by Lotame and SpotX.
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Facebook operates on a truly unprecedented scale. Managing such incredible amounts of data and traffic requires unconventional thinking and coming up with lightning fast solutions in real time. Our work is as bold as it is fast and impacts billions of people every day.
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Identity is at the heart of knowing your customer. If you don’t get identity right, everything else will be wrong. How are organizations able to manage their CRM databases with consumer data that is constantly changing? This changing data impacts your company’s ability to efficiently manage both inbound and outbound communications and the struggle between customer experience and costs. Current and accurate identity data can help you increase IVR containment and reduce costs for inbound calls, while also reducing the risk of lawsuits and penalties from TCPA violations for outbound dials. Listen to this informative webinar to learn how to: • Ensure that your customer profiles are up to date • Clean, verify and extend your customer records for the most current, accurate, and actionable identity data • Ensure outbound communications are efficient and compliant with current TCPA regulations • Improve IVR containment rates by automatically identifying more inbound callers • Implement best practices by reviewing industry case studies of organizations that are successful in managing proactive and up-to-date identity data across the enterprise.

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In this short video, marketing executives talk about making smarter decisions using data.

ANA Genius Awards Website: https://www.geniusawards.com

ANA Ace Website: https://www.anaace.org

Corporate Website: https://www.home.neustar
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What is TV DMP? How can you combine TV viewership data with other behavioral audience data to reach your consumer across screens and devices? Learn more about Lotame TV DMP at https://www.lotame.com/products/tv-dmp/
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Hear how Lotame’s data management platform (DMP) has helped leading media companies increase CPMs, sell more media, and improve ROI. Learn more about how Lotame works with publishers around the globe at https://www.lotame.com/solutions/publishers/
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