Data Readiness and Data Strategies … Without Data, You Are Just Another Person with an Opinion

Across Europe, only 20% of companies rank themselves as “data-ready” … means having a dedicated data strategy for aggregation and activation of data. Data architectures … despite the hype on CDPs … are still in their infancy. New skills and competencies on data management need to be established … whilst experts are not available. The demission of third-party cookies in 2025 latest is pushing data clean rooms, server-side tracking, and first-party tag integration as in Retail Media. Cross-channel IDs are waiting to achieve a stronger footfall in the market, e.g. via the alliance of major telcos such as with Utiq. In parallel, first showcases appear to exchange data and steer interactions built on the blockchain.