There is still a lot of talk about the legality of #GA and the transfer of data between the EU and the US in general. It was written in the sky that there would be rapid developments. #BigTech have armies of lawyers and lobbyists, and the stakes are just too high for the US to let billions of dollars slip out of its borders. The law will likely be changed and there will certainly be an agreement between the EU and the US. However, laws and agreements are not enough to change a corporate culture. When I met Christopher Wylie he said, “To change politics you need to change culture.” The problem we face in #digitalmarketing is a culture problem—a culture in which we have lost sight of what is most important: building customer trust. Instead, in the face of so-called #cookielessfuture, we’re told to collect even more first-party data, which will inevitably lead to more #privacy risks for customers. We look at the data and forget about the people—what do they really want? Thanks to Big Data and machine learning, we look to automate everything to cut costs and go faster with the elusive idea that it will improve the customer relationship. But all this is an illusion: we lose our humanity. “I don’t believe in data-driven anything, it’s the most stupid phrase. Data should always serve people, people should never serve data” — Wylie In the end, who wins? Only Big Tech. Today, along with my #NoConsentNoTracking, I'm introducing a new hashtag: #NoConsentNoFuture #dataprivacy