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418: How to Market Effectively Without Third-Party Data with Jeremy King, Founder and CEO at Attest

Jeremy King is an ocean creature enthusiast as well as the founder and CEO of Attest, a highly successful consumer research SaaS company. Jeremy started his career as a scientist, focusing on genetics, ecology, and animal behavior. He worked for McKinsey & Company for nine years and holds an MBA from Harvard Business School. Attest has headquarters in New York and London, but they serve customers across the world and currently run research in 59 countries. Some of their customers include Unilever, Santander, Walgreens/Boots, Bloomberg, and Trustpilot. To date, Attest has raised close to $75 million in funding, with backing from global venture capital firms NEA and Schroeder’s. 

On the show today, Alan and Jeremy talk about the mimic octopus, zero-party data, and what he sees as the biggest threat facing marketers today. Up until recently, third-party cookies have been used to make digital advertising and tracking individuals online extremely easy. However, third-party cookies are going away, consumers are more conscientious about being tracked, and people are more open to paying for ad-free experiences. As the power to track is disappearing, marketers need to use new and old-school methods to adapt. In this new landscape, if marketers want the data, they have to give something for it. Jeremey outlines some of the findings from Attests recent zero-party data report to help us understand these new consumer behaviors and what consumers want in return for their data. He also talks about shifts in consumer expectations regarding how data will be treated, shifting cookie-blocking behavior, and who he expects will win and lose as we transition away from third-party data. 

“Inform every intuition to dissolve any doubt.” 

In this episode, you’ll learn about:

  • How is consumer behavior changing around cookie tracking?
  • How do marketers need to adjust in a world with no third-party data?
  • What do consumers want in exchange for their data?

Key Highlights:

  • [02:15] Do not be fooled by the thaumoctopus mimicus.
  • [05:25] What is Attest up to today?
  • [08:25] Zero-party data research 
  • [10:00] Third-party cookies are dying. Now what?
  • [12:15] Americans’ relationship with their data is changing. 
  • [14:25] More people are habitually opting out of cookies and mailing lists. 
  • [18:20] If we can’t collect data, how can we place advertising?
  • [20:45] Third-party data is done. So what should marketers do?
  • [23:30] What do consumers want in exchange for their data?
  • [26:20] Gordon Ramsay Data Nightmares
  • [28:20] Winners and losers in the zero-party data future 
  • [31:40] What impact has entrepreneurship had on Jeremy?
  • [35:55] Trends in venture investment 
  • [40:05] The biggest threat facing marketers today 

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