AI is rewriting the rules of marketing – and trust is now the ultimate growth engine. Our new research report with Usercentrics reveals how Privacy-Led Marketing is helping marketers turn consent into competitive advantage.
Privacy is the new performance
The age of Privacy-Led Marketing has arrived. Over three-quarters (77%) of global CMOs report stronger performance after adopting privacy-first practices. And 88% say privacy will be a core growth pillar within two years.
That’s according to new research from The Drum and Usercentrics, which polled 200 CMOs across the UK and US, proving that the path to performance now runs through privacy.
But there’s a confidence gap: 54% still fear that regulation will slow innovation. And as AI scales across every corner of marketing, trust - the internet’s most volatile growth currency - is in flux. In the report, we explore why and what marketers can do about it.
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Featuring exclusive data and insights from leaders at Argos, HSBC, Usercentrics and Google, the report reveals a marketing industry at an inflection point, where data integrity, trust and permission are no longer compliance checkboxes – they’re performance systems.
Marketers also have the opportunity to judge where they are on the Privacy-Led Marketing maturity curve. And then use the report’s practical framework to turn privacy from a legal obligation to a business advantage.
Are you using privacy as a performance driver? Find out more in The Drum and Usercentrics’ new, original research report ‘The ninth P: Privacy as a growth lever’.
Usercentrics
Usercentrics is a global leader in privacy technologies, helping brands build trust and drive sustainable growth by placing user privacy, consent, and preferences...