Southeast Asia's Data Future: Connect, Don't Collect

This opinion piece by Elton Dsouza, VP Data Solutions SEA at WPP, argues that Southeast Asia's data advantage lies not in collecting more data but in connecting existing datasets through decentralized data collaboration. He highlights the region's mature data protection laws (Thailand's PDPA, Indonesia's PDP Law, Vietnam's PDPL) and the push by Singapore's IMDA and PDPC towards privacy-enhancing technologies. Dsouza emphasizes that keeping data in its own environment while analyzing it collaboratively (e.g., federated learning) allows brands to share insights without relinquishing control. He cites growing interest in Malaysia, Indonesia, Vietnam, Thailand, and the Philippines, with financial services, telcos, and retailers building collaborations with InfoSum. The article advises marketers to ask whether their data leaves their environment, which partnerships stalled due to data sharing, and whether their AI ambitions rely on data they control. Ultimately, connecting proprietary signals with trusted partners enables better measurement and AI context without centralizing personal data.