WPP Exec Argues Southeast Asia Needs Connected Data, Not More Collection
· 27h ago · Originally reported by ExchangeWire
Elton Dsouza, VP Data Solutions SEA at WPP, argues that Southeast Asia's data challenge is not volume but connectivity. Banks, retailers, telcos, platforms and brands hold data in silos, and unlocking value requires linking these sources into connected intelligence.
Why it matters
As privacy rules tighten and third-party cookies fade, marketers in SEA are looking to first-party data partnerships. How well data can be connected across companies will shape targeting and measurement in the region.
Explain it like I’m new here
It's like everyone in town has puzzle pieces but nobody fits them together — the picture only appears when the pieces are joined.
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