Mastering Opt-In Data for Ethical Marketing

An episode of The AdTech Forum featuring Jason Niemi, Global Technology Director at Kimberly-Clark, explores how opt-in data can be used to personalize advertising while safeguarding user consent. Niemi outlines strategies for leveraging consumer consent to improve targeting and ensure legal compliance, while maintaining high ad quality and relevance. The conversation emphasizes consent-driven data collection as foundational for privacy-preserving marketing and for measuring audience signals without compromising trust. It covers best practices for creating personalized content that respects user choices and aligns with evolving privacy regulations. Looking ahead, the discussion explores emerging trends and technologies shaping the use of opt-in data in advertising and provides pragmatic guidance for staying ahead in a privacy-first ecosystem. Recorded June 2024, the talk highlights Kimberly-Clark’s approach to privacy-aware marketing and the role of opt-in data in contemporary AdTech.