"I will be really sad" if brands go overboard in targeting consumers in Web3

Next in Marketing talked to Krystal Olivieri Global Chief Innovation Officer at GroupM & Choreograph, about her worry that the ad industry has created a 'panic' among brands angling for more first party data in a post-cookie future. And while she has high hopes for the metaverse if and when it arrives, she warns against marketers using new identifiers such as crypto wallets to target consumers. In the meantime, Olivieri is bullish on marketers employing different signals, including contextual and retail data, to better service consumers.

Guest: Krystal Olivieri

Host: Mike Shields