How brands are reshaping performance marketing strategies in the age of AI and privacy
Date: 22nd September 2025, 10:00 AM
Location: Mumbai
Authored by FTA Global’s Founder and Managing Director, Senthil Kumar Hariram, this article discusses why marketers should recalibrate their performance strategies to be effective in an increasingly privacy-conscious digital ecosystem.
The decline of third-party cookies, coupled with the increasing number of stringent privacy regulations, means that brands must rethink their reliance on external sources of data. Because of this, and as traditional targeting methods become less viable, brands urgently need to build stronger first-party data ecosystems to enable them to exert greater control over their marketing efforts and gain deeper insight into long-term customer behaviour.
AI is a key component supporting this new approach. Brands can use predictive analytics and machine learning to derive useful insights from first-party data, anticipate user behaviour, and provide more personalised experiences while not violating consumers’ expectations regarding privacy.
Additionally, Senthil points out that success in performance marketing will rely on how marketers manage the balance between AI-driven innovation and privacy-first principles by ensuring measurable performance is maintained while also fostering long-term consumer trust. Therefore, marketers must go beyond immediate conversions to building trust, transparency, and long-term relationships with their customers.
Read the full article here: Link
