The digital marketing world is navigating a fundamental identity reset. While changing privacy laws and increasing expectations may sound like a goal, the reality is that customer identities are constantly evolving. We are moving away from transactional tracking and toward active relationships built on transparency.
At the March 2026 MarTech Conference, industry leaders gathered to discuss this change. The session, “Navigating identity in a cookie-free, compliant world,” featured insights from Actable’s Craig Schinn, Clean Data Alliance’s Jay Mandel, Stanley Black & Decker’s Ana Mourao and Osano’s Amar Ramakrishnan.
The real identity struggle: fragmented systems and volatile data
We know the frustration of trying to build a strategy on the basis of “junk” data. Mandel pointed out that too much identity work currently relies on unreliable information from third-party vendors. He says that identity should reflect what people say about them, divided into four categories:
- Zero-party data: Information that your customers share with you on purpose.
- First person data: Behavior that you see directly in your channels.
- Second company data: Data is shared securely between you and a trusted partner.
- Third party data: Aggregated information purchased from outside vendors.
The obstacle is not just the nature of the data; that’s where he lives. Ana Mourao emphasized that in large organizations, customer information often resides in disconnected silos. This makes it almost impossible to see the full person behind the data point. At the time, Ramakrishnan noted that salespeople who try to do the right thing often encounter bad actors, making it difficult to build the trust you need to do your job effectively.
Finding a way forward with clean rooms and transparency
When old tools disappear, we look for better ones. Data clean rooms are emerging as a powerful way to close the gap. They allow you to combine your first-party data with your partner’s second-party data in a secure, “privacy-first” environment.
This means that you can find a shared audience – like loyal fans who buy from a particular store – without disturbing the customer’s raw records. As Ramakrishnan noted, the key here is not to “do it right” for permission to manipulate users; it’s about fair trade. If we explain why we need the data, customers are usually happy to help us.
Why asking is better than guessing
One of the most empowering changes you can make is relying on zero-group data. Instead of playing detective with directed behavior, why not just ask?
Mandel used Peloton as a good example: by asking users about their fitness goals or music preferences beforehand, they create a better experience from day one. Mourao reminded us to stay grounded here: collect only what you plan to use—collecting more data “just because” creates more risk and erodes the hard-earned trust of your audience.
Personalization without the ‘creepy’ factor
We’ve all seen marketing that crosses the line. Ramakrishnan shared an example of an insurance ad with a picture of his house – a tactic that sounds more awkward than helpful.
To avoid this, Mourao suggests we stop chasing performance metrics for a moment and ask: Does this really improve the customer’s life? Mandel suggests focusing on psychographics — understanding the “why” behind behavior — which leads to deeper connections than simple demographics ever could.
Privacy by design starts with you
Acquainting yourself with global regulations like GDPR or CCPA doesn’t have to be a manual nightmare. Whether you’re using the world’s most stringent standards or using tools to tailor your approach to the environment, the goal is the same: make privacy part of your DNA.
As Mourao points out, if you capture consent correctly in the beginning, everything below becomes easier for your team. In the end, tools are just tools. Real data governance requires people who own customer protection.
