"First, why does data collaboration matter? As the industry continues to move in a privacy-first direction, with more advertisers favouring privacy-first solutions, data collaboration is a way companies can build customer intelligence in a privacy-centric way. First and second-party data is used to enrich customer intelligence, allowing businesses of all sizes to collect an extensive database of insight. Data collaboration can be beneficial for many types of companies, from brands and retailers to data suppliers."
"This leads us onto our first challenge for companies breaking into the European market - data-related obstacles. When it comes to data collaboration, an absence of local data players can have a detrimental impact. Without local data players, companies can suffer from a lack of contextual knowledge, which leads to misinformation and misinterpretation. Expanding on this, regulations vary greatly in different parts of the world, creating another challenge for companies looking to expand their reach around the globe."
Ad tech companies face significant challenges expanding into European markets due to differing data practices, privacy regulations, and limited local data partners. Data collaboration enables privacy-centric customer intelligence by using first- and second-party data to enrich profiles and build extensive insight databases. Collaboration supports improved audience targeting, customer acquisition, secure partner access to unique datasets, increased media spend, enhanced measurement, and better data monetisation. An absence of local data players risks contextual gaps, misinformation, and misinterpretation. Regulatory divergence, especially between the EU's GDPR (and UK GDPR) and other jurisdictions, creates compliance complexity for global expansion.
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