The digital marketing world is navigating a significant identity reset. While shifting privacy laws and rising expectations can feel like a moving target, the reality is that customer identity is simply evolving. We’re moving away from passive tracking and toward active relationships built on transparency.

At the March 2026 MarTech Conference, industry leaders gathered to discuss this transition. The session, “Navigating identity in a cookieless, compliant world,” featured insights from Craig Schinn of Actable, Jay Mandel of the Clean Data Alliance, Ana Mourao of Stanley Black & Decker and Amar Ramakrishnan of Osano.

The real identity struggle: fragmented systems and shaky data

We know the frustration of trying to build a strategy on a foundation of “junk” data. Mandel pointed out that too much identity work currently relies on unreliable info from third-party brokers. He argues that identity should reflect what people actually say about themselves, categorized into four areas:

• Zero-party data: Information your customers intentionally share with you.
• First-party data: Behaviors you observe directly on your own channels.
• Second-party data: Data shared securely between you and a trusted partner.
• Third-party data: Aggregated info bought from outside brokers.

The hurdle isn’t just the data type; it’s where it lives. Ana Mourao highlighted that in large organizations, customer info often sits in disconnected silos. This makes it nearly impossible to see the full human behind the data point. Meanwhile, Ramakrishnan noted that marketers trying to do the right thing often get lumped in with bad actors, making it harder to build the trust you need to do your job effectively.

Finding the path forward with clean rooms and transparency

When the old tools disappear, we look for better ones. Data clean rooms are emerging as a powerful way to bridge the gap. They allow you to combine your first-party data with a partner’s second-party data in a secure, “privacy-first” environment.

This means you can find shared audiences — like loyal fans who also shop at a specific retailer — without ever compromising raw customer records. As Ramakrishnan noted, the key here isn’t “optimizing” consent to trick users; it’s about an honest exchange. If we explain why we need the data, customers are usually happy to help us help them.

Why asking is better than guessing

One of the most empowering shifts you can make is leaning into zero-party data. Instead of playing detective with inferred behaviors, why not just ask?

Mandel used Peloton as a prime example: by asking users about their fitness goals or music tastes upfront, they create a better experience from day one. Mourao reminded us to stay disciplined here: only collect what you actually plan to use—gathering extra data “just because” only creates more risk and erodes the hard-earned trust of your audience.

Personalization without the ‘creepy’ factor

We’ve all seen marketing that crosses the line. Ramakrishnan shared an example of an insurance ad featuring a photo of his own home — a tactic that felt intrusive rather than helpful.

To avoid this, Mourao suggests we stop chasing performance metrics for a moment and ask: Does this actually improve the customer’s life? Mandel suggests focusing on psychographics — understanding the “why” behind the behavior — which leads to much deeper connections than simple demographic targeting ever could.

Privacy by design starts with you

Adapting to global regulations like GDPR or CCPA doesn’t have to be a manual nightmare. Whether you adopt the strictest global standards or use tools to tailor your approach by region, the goal is the same: making privacy a part of your DNA.

As Mourao pointed out, when you capture consent correctly at the start, everything downstream becomes easier for your team. Ultimately, tools are just tools. True data governance requires people who take ownership of protecting the customer.

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