While getting a handle on first-party data needs to be the top priority of every brand, we anticipate that 2nd party (and to an extent 3rd party) data will continue to play a significant role in the marTech and adTech ecosystem. While programmatic advertising fraud and privacy issues related to 3rd party data needs to be (and will be) rooted out as part of the evolution of the digital marketing space, an alternative system will take its place. A new marTech/adTech stack is going to establish that brands can still use the benefits of digital channels to grow their business and deliver a great consumer experience. 

We will see the new stack facilitating more direct relationships between publishers, advertisers and data owners. This stack will not be infested with ad fraud and will have consumer consent and transparency built in. LayerFive, as a first-party data based identity resolution and consumer data platform, helps brands elevate the consumer experience as well as improve the ROI on marketing and advertising.

While LayerFive has brands covered when it comes to getting a good handle on their first-party data, Aquilliz helps brands truly scale. They achieve this by using 2nd party data, and, where applicable, 3rd party data in a privacy-compliant way – all while rooting out fraud using their federated ledger technology.

With Aqilliz , LayerFive is taking that next step to build the nextgen madTech stack that every brand would need in order to navigate the emerging new reality. I am extremely delighted to announce our partnership. If you are a brand or an agency, we would be happy to chat and share our thoughts on what the nextgen marketing stack looks like, and how it helps brands in their customer acquisition while keeping privacy as a top priority.

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Aqilliz Partners with Consumer Data and Privacy Management LayerFive (martechseries.com)  

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