Zero-Party Data, Tech Stack Audits & Ending Data Bloat | Emily Proctor, Managing Director at OMD
from The Ad Podcast Hosted by Dylan Conroy
As corporate data storage costs soar and cookie deprecation reshapes digital media, enterprise brands must shift from hoarding volume-based data to activating decision-led zero-party data. Dylan Conroy sits down with Emily Proctor, Managing Director of Technology & Data Solutions at OMD, to break down how top global agencies audit clients' technology stacks and eliminate ad-targeting waste. Curing Enterprise Data Bloat: Shifting from "what can we collect?" to "what SHOULD we collect?" to eliminate unnecessary storage overhead. First-Party vs. Zero-Party Data: Differentiating observable behavioral tracking from volunteered customer preferences. Preference Centers as Products: Turning regulatory consent management tools into high-value engagement engines with immediate customer incentives. Decision-Led Data Architecture: Reversing traditional strategies so that data gathering strictly follows predefined marketing decisions. Avoiding Single-Signal Targeting Waste: Real-world examples of why relying on single data points or demographic proxies burns media budgets. Emily Proctor is the Managing Director of Technology & Data Solutions at OMD (Omnicom Media Group), where she leads tech stack audits, vendor vetting, and data activation roadmaps for enterprise clients. Connect & Resources: Connect with Guest Emily Proctor: https://www.linkedin.com/in/emilyhproctor/ Visit OMD: https://www.omd.com Follow Host Dylan Conroy: https://www.linkedin.com/in/dylanconroy/ Scaled Performance Automation by Strike Social: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/
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