Summary
Marketing teams increasingly own and must manage customer data, yet many lack visibility into where that data resides, creating legal, operational, and privacy risks. Marketers now need technical fluency with tools such as cookies, pixels, CDPs, and DSPs—not just creative campaign skills. Beneath these tools lie vast streams of personal and technical data that require clear governance policies covering collection, storage, processing, and use. Without that structure, teams risk violating privacy laws like the EU’s GDPR and California’s CCPA, and marketing remains responsible for compliance. Effective data governance is essential for the legal, responsible use of customer data and for risk mitigation.
Martech
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