WELCOME TO THE ERA OF PRIVACY-LED MARKETING

Once upon a time in marketing, there was a wild data gold rush — where hoarding every scrap of information led to invasive targeting and shattered trust.

But those days are over. Consumer trust is becoming harder to earn and keep. Read our latest report “The State of Digital Trust in 2025” to understand why.

READ THE FULL REPORT

And yes, everyone in the marketing kingdom lived happily ever after.

The End.

Okay, this is actually just the beginning…

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What is Privacy-Led Marketing?

Privacy-Led Marketing is an ethical and sustainable approach to brand building that prioritizes privacy, informed consent, and respect for user preferences.

Unlike outdated practices that treat data (and the people it comes from) as a commodity, Privacy-Led Marketing fosters transparency and trust with users, balancing the need for privacy compliance with creating meaningful relationships that drive loyalty and growth.

The shift from data-centricity to user-centricity

“The fact is that it’s been pretty ugly in ad tech for the past 30 years. Users’ data has been harvested without any limitations and with very few repercussions. With the emergence of privacy legislation, tracking protections, and a rising understanding among the general public just how much of this harvesting is going on, things are now changing, hopefully for the better.”

Simo Ahava

— Partner at 8-bit-sheep and Co-Founder at Simmer

Why embrace Privacy-Led Marketing?

Build unshakeable trust

The majority (88%) of consumers say that trust is an important buying consideration and 59% say they’re more likely to purchase* when they trust a brand. Trust is the most valuable currency in marketing. Privacy-Led Marketing helps you earn and maintain that trust.

Get ahead or risk falling behind

Regulations like the GDPR, CPRA, and Digital Markets Act, plus innovations like Google Consent Mode v2 and TCF v2.2, are rapidly reshaping the digital landscape. Privacy-Led Marketing helps you achieve and maintain privacy compliance while future-proofing your strategies.

Unlock sustainable growth

The financial benefits and economics of privacy remain attractive. Companies that build trust through data protection are 1.6x more likely to achieve at least 10% revenue growth**. Privacy-Led Marketing isn’t just ethical — it’s profitable and a business imperative.

*Edelman Trust Barometer (2023)
**McKinsey & Company, Digital Trust Survey (2022)

Frequently asked questions

While privacy compliance is crucial, Privacy-Led Marketing goes beyond that. It’s about creating a marketing ecosystem that respects and values customer choice, fostering long-term relationships and brand loyalty.

Privacy-Led Marketing may reduce the quantity of data, but it significantly enhances the quality. You’ll gain direct preference information and insights from users who have actively chosen to engage with your brand. This enhances targeting precision and strengthens customer relationships.

Absolutely. In fact, Privacy-Led Marketing enhances performance marketing by building trust and loyalty, which are key drivers of long-term success. With Privacy-Led Marketing, you can still achieve your marketing goals while respecting consumer privacy.

Start by auditing your current data practices. Implement a robust Consent Management Platform (CMP) to help ensure privacy compliance, and shift your focus to zero- and first-party data and contextual advertising. Educating your audience on how their data is used is also crucial for building trust, not to mention a standard regulatory requirement.

Transparency is key. Clearly explain how you use their data, the benefits they receive in return, and ensure they feel in control of their information. This approach increases trust and the likelihood that customers will willingly share their data initially and over time.

Overcoming the data paradox in marketing

“For too long, user data privacy has been defined as a trade-off between growth and compliance. The care for data privacy has now started to flourish, and the next decade will be all about advertisers learning to drive performance while respecting customers’ preferences for data handling.”