Digital marketers have entered a new environment flanked by consumer desires for increasingly personalized content and more robust data protection. Legislation like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S. represent a fundamental shift in the regulation of how consumer data is stored and collected by brands, signaling that no personalization tactic is sacrosanct. Best-in-class brands must navigate these new realities by taking a holistic approach to data capture, drawing from both explicit and increasingly implicit data sources.