Even before GDPR, savvy analysts were aware of privacy considerations and concerns as they went about their work of analyzing consumer behavior. But, increasingly, the convergence of regulatory changes (GDPR, CCPA,...), technological changes (ITP, ETP,...), publicized data breaches (Desjardins, Adobe, Capital One,...), and increased consumer awareness and action (ad blocker installations, browser configurations) have driven limitations to the data that is automatically available to marketers and analysts. Simultaneously, the rise of CDPs, machine learning, and AI are driving an increased desire to gather and activate broader, richer, and more integrated customer data. In this session, the panelists will grapple with the tensions between these competing forces.