The amount of data available to marketers has grown exponentially. Whilst this has created significant growth competitive advantage for brands that have embraced this new way of applying data in recent times it has become increasingly complex to navigate how best to take advantage of the opportunities afforded by data and technology. Concerns around consumer privacy, the deprecation of identifiers that we have become accustomed to or the rise of the large data ecosystems and platforms have made a brands approach to using data and technology more important than ever. Whoever implements and activates the data and technology in the smartest way will win over the upcoming years. MediaCom's Data, Technology & Digital Analytics consultation teams are on-hand to help.