..Digitas is encouraging clients to think about their customer databases and adopting tech such as CDPs that let them organize and use data across multiple channels.
Nadeau feels strongly that brands need to be the stewards of their own data. “Agencies like ours are absolutely able to support them, but at the end of the day, brands need to own their data.”
When Digitas is evaluating potential identity solutions, it’s focused on using first-party data from brands and publishers, who build direct relationships with consumers and can ask for consent.
“If you are waiting for the solutions to come out of the open ecosystem and working groups – which I absolutely support – you are going to be too late,” she said.