Over the past 10 years, data has become a superpower for marketers. But, as a certain web slinger’s uncle once said, “with great power comes great responsibility,” and let’s be honest – brands haven’t always been the most responsible with the oceans of data at their disposal. Ceding control to tech giants like Apple and Google has left our industry in limbo, as third-party cookies are set to disappear, completely upending the current ecosystem. Our guest today says it’s time for marketers to take back control of their destiny. Arun Kumar is the CTO of IPG and the CEO of Kinesso, a data-driven marketing platform. Arun shared his opinion on how our industry became so dependent on a handful of tech companies, and what marketing leaders can do about it.