For years, marketers were told that first-party data would save everything. Cookies were disappearing? No problem. Platforms were becoming less transparent? Relax. Just collect your own data, build a customer data platform, create a “single customer view” and wait for personalization heaven to arrive. Naturally, it did not. Brands now own enormous amounts of customer data. They have dashboards, loyalty programs, CRM systems and enough behavioural signals to know that you look

It is not new to hear that Meta got another fine for its advertising practices. This one is fresh out of the oven and it is coming with a...