Advertisers are beginning to find the balance between using data and staying on the right side of legal and ethical boundaries. 20% of advertisers said that data-driven marketing that focuses on the individual is the most exciting opportunity. This was ranked just ahead of creating compelling content (14%). However, there is distrust from consumers towards the industry. These challenges are prompting the world’s largest advertisers such as P&G, McDonalds and Unilever to rethink how they organise their advertising resources. Former Unilever CMO, Keith Weed, described trust in the industry as an “emerging problem that is getting bigger and bigger.” But there is also widespread optimism that data-driven marketing is the right path. The hope is that emerging technology such as Artificial Intelligence and Machine Learning could help to develop a closer connection with consumers. At the moment, advertisers are more focused than their peers on “targeting and personalisation” and “multichannel campaign management”. There’s a real opportunity for brands who can connect these data-driven approaches with CX optimisation – a promising area that is still undervalued amongst advertisers today.