In this episode of TraderTalk TV, ExchangeWire's Ciaran O'Kane interviews Alex McIlvenny, country manger UK, Zeotap, to discuss the ID conundrum for the industry in the privacy-first era, from the brand perspective.

McIlvenny discusses:
- The challenge for brands in linking offline data to online data, and the difficulty in using a single platform given the various ID currencies.
- Linking stored CRM data to the digital ecosystem in order to capitalise on cross-device opportunities.
- Effective people-based marketing tactics which remains compliant with the various privacy directives.
- The importance of ongoing data audits in maintaining compliance and data activation.