Data is the fuel that powers modern marketing—but that power comes with potential risks. As the amount of information at marketers' disposal continues to grow, it's become more difficult to collect, process, manage, and protect that data in ways that still allow brands to take action on it in timely ways. In this session, we'll look at how tools like zero-copy data and dynamic content personalization are allowing forward-looking brands to leverage essential information in the moment to power personalization, nuanced targeting, AI functionality, and other essential needs, while also allowing critical information to sit in a single, centralized location.